Business / Automotive
Monitor automotive industry strategy, production shifts, competition and long-term business transformation through curated summaries.
March 20, 2026 | Ford bets on giant castings; Service Manager Micah Morton
Summary
Dealerships are encouraged to create a positive workplace culture, with applications now open for the 2026 Automotive News Best Dealerships to Work For program. Recent data reveals a significant gap between advertised vehicle prices and actual costs, raising concerns about dealership pricing practices. Ford is making a radical change to assembly by replacing hundreds of parts with giant aluminum castings in its upcoming electric pickup, which may impact repair costs.
Service departments are adapting to declining vehicle sales by enhancing marketing efforts to maintain revenue. Micah Morton, a service manager, emphasizes the importance of effective communication and competitive pay to retain skilled technicians and ensure customer satisfaction. He notes that recruiting younger technicians is critical for the future of service departments.
Morton highlights the effectiveness of local colleges and programs like PetraCare in training new technicians. He discusses the importance of onboarding and mentoring to ensure that new hires are well-prepared for their roles. Competitive pay is essential for retaining skilled technicians, as there is always competition from other dealerships.
As the automotive industry faces challenges, including potential chip shortages due to geopolitical conflicts, service departments must remain proactive in their marketing and customer engagement strategies. Maintaining a strong relationship with customers is crucial for keeping them returning for service.
Perspectives
short
Service Management Advocates
- Encourages creating a positive workplace culture to attract talent
- Emphasizes the need for effective marketing strategies during slow sales
- Highlights the importance of competitive pay for technician retention
- Advocates for recruiting from local colleges to ensure a skilled workforce
- Stresses the significance of customer satisfaction for repeat business
Critics of Current Practices
- Questions the transparency of dealership pricing practices
- Raises concerns about the reliance on undisclosed fees and add-ons
- Challenges the effectiveness of marketing alone to sustain service revenue
- Critiques the assumption that local colleges can consistently supply qualified technicians
- Warns of potential legal repercussions for dealerships ignoring FTC guidelines
Neutral / Shared
- Notes the impact of geopolitical conflicts on the automotive supply chain
- Acknowledges the challenges of maintaining customer loyalty in a competitive market
Metrics
additional costs
more than $2,000 USD
average additional costs from add-ons and fees
This significant amount can deter potential buyers and affect sales.
the average add-on can be that they found was like more than $2,000 tacked onto a car
advertised price discrepancy
7 to 8%
average percentage difference between advertised prices and actual costs
This discrepancy raises serious questions about dealership pricing practices.
vehicles are advertised at 7 to 8% less than what customers actually pay
dock fee
more than $400 USD
average dock fee added by dealerships
This fee contributes to the overall lack of transparency in vehicle pricing.
Almost every dealership adds a dock fee, averaging more than $400 per deal
revenue
sales is definitely on the slow side %
current sales performance
Indicates a need for service departments to adapt to maintain revenue.
sales is definitely on the slow side
staffing
we're always looking for well-trained technicians units
technician recruitment efforts
Highlights ongoing challenges in technician retention and recruitment.
we're always looking for well-trained technicians
other
three young men units
number of technicians trained through PetraCare
This indicates a successful training program that can help address workforce shortages.
the three guys that we've got Michael told in Devonte Mingo and Amani are three guys that come through the PetraCare.
Key entities
Timeline highlights
00:00–05:00
Dealerships are encouraged to foster a positive workplace culture, with applications now open for the 2026 Automotive News Best Dealerships to Work For program. Recent data highlights a significant gap between advertised vehicle prices and actual costs, raising concerns about dealership pricing practices.
- Dealerships are encouraged to create a positive workplace culture, with applications now open for the 2026 Automotive News Best Dealerships to Work For program. This initiative offers valuable insights into dealership operations and areas for improvement
- Ford is making a significant shift in its electric pickup design by replacing numerous parts with two large aluminum castings. This change, described by CEO Jim Farley as the most radical since the Model T, could potentially lower repair costs
- Concerns are rising about potential semiconductor and battery cell shortages in Europe due to ongoing conflicts in Iran. A study indicates that if the situation persists, the automotive sector may face severe impacts as resources are prioritized for other industries
- Recent data reveals a substantial discrepancy between advertised vehicle prices and the actual costs consumers pay. This gap, often due to undisclosed fees and add-ons, raises serious questions about dealership pricing practices
- The FTC has issued warnings regarding illegal pricing practices that many dealerships are reportedly engaging in. Following the FTCs announcement, dealerships may need to revise their pricing strategies to comply with regulations
- The average additional costs from add-ons and fees can exceed $2,000, which are not reflected in the initial vehicle listings. This lack of transparency could lead to legal repercussions for dealerships if they fail to provide all-inclusive pricing
05:00–10:00
Service departments are focusing on enhancing marketing efforts to maintain revenue as vehicle sales decline. Micah Morton emphasizes the importance of effective communication and competitive pay to retain skilled technicians and ensure customer satisfaction.
- Service departments need to boost marketing efforts as vehicle sales decline, which is crucial for maintaining service revenue during slow periods
- Micah Morton stresses the importance of using direct mail and digital outreach to engage customers, as effective communication can drive service appointments
- Quick service turnaround is vital for customer satisfaction, and timely service at reasonable prices can encourage repeat business
- Training and mentorship from experienced staff are essential for developing new technicians, fostering a supportive environment that aids retention
- Offering competitive pay is critical for retaining skilled technicians, as high turnover can negatively impact service quality
- Morton highlights the need for ongoing recruitment of younger technicians to ensure the service department is prepared for future workforce changes
10:00–15:00
Micah Morton emphasizes the importance of recruiting technicians from local colleges and trade schools to ensure a skilled workforce in the automotive service sector. He highlights the effectiveness of the PetraCare program in training technicians and the necessity of competitive pay to retain them.
- Micah Morton highlights the need to recruit technicians from local colleges and trade schools to ensure a steady supply of skilled workers in the automotive service sector
- The PetraCare program effectively trains technicians, as seen with three young employees at Mortons dealership who integrated quickly due to their prior training
- Morton points out that competitive pay is essential for retaining skilled technicians, helping to minimize turnover and maintain a stable workforce
- The service department aims to enhance customer experience through timely service and clear communication, which is vital for customer retention during slow sales periods
- Morton recognizes the challenges of an uncertain market and emphasizes the importance of marketing efforts to engage customers with older vehicles as consumer habits shift
- Training and mentorship for new technicians are crucial for skill development, which not only improves service quality but also prepares future automotive professionals