Frederiek Toney says Ford Motor Co. is “acutely aware” of the current automotive service technician shortage.

“The NADA Foundation’s Workforce Initiative is just one program Ford is supporting to raise awareness of and access to training and job opportunities in this growing field,” said Toney, who is president, global Ford customer service division.

The NADA Foundation highlighted Ford’s continuing support of the cause with a recent announcement that the automaker contributed $100,000 to the NADA Foundation’s Workforce Initiative. The foundation launched the initiative this year.

Part of the initiative is a new website, nadafoundation.org, which includes what the foundation describes as the first and only interactive U.S. map of training and scholarship opportunities available for aspiring technicians.

The site also features videos highlighting technicians and the challenging nature of their work.

Scott Walker, a service technician at ADESA Auto Auction outside of Washington, D.C., is one of the featured techs.

“Ford joins an esteemed group of car and commercial truck manufacturers that support the NADA Foundation’s efforts to spark an interest in service technician careers,” NADA Foundation chair and 2008 NADA chair Annette Sykora said in a news release.

Sykora added, “Together, we can work together to attract great talent to our dynamic industry.”

Sykora is dealer principal of Smith South Plains Ford Lincoln in Levelland, Texas, and she discussed how her dealership has helped young men and women find fulfilling local auto industry careers over the years.

“Automotive technicians keep our families mobile and company fleets running by providing the necessary maintenance and repairs to our customers’ cars and trucks,” Sykora said.

She continued, “These technicians have life balance and the means to provide financial stability for their families. Seeing them grow in knowledge and skill in a job they enjoy is heartwarming to an employer.”

Additional contributions to the NADA Foundation’s Workforce Initiative to date include:

—$100,000 from Toyota Motor North America
—$50,000 from PACCAR (Kenworth and Peterbilt)
—$50,000 from Hyundai Motor America
—$50,000 from the National Auto Auction Association
—$25,000 from Porsche Cars North America
—$25,000 from Isuzu Commercial Trucks of America