Tech Image and Certification

In the past week, there has been a lot of talk about technician certification and the overall image of the industry. It is not a new discussion, but one that has been brewing for a long time. It reminded of an something that happened 20 years ago.
In the December 1987 issue, BRAKE & FRONT END dressed up two employees as technicians and put them on a couch watching a training video. But, thanks to some extra props in the form of beer cans and a half-eaten pizza, we got into some trouble.
“This cover was a prime example of how intentions and perceptions can sometimes be at distinct odds. The photo was intended to show two off-duty undercar technicians sitting down for an exciting evening of self-education using industry training videos,” said Doug Kaufman, former editor BRAKE & FRONT END, now the editor of our sister magazine ENGINE BUILDER, and pictured sitting on the left on the cover. “But, was perceived by many to be a blatant attack on professionalism, the undercar industry in general and ASE in particular.”
Comments from the readers included:
•“Many mechanics are… clean living individuals.” –R.J.M, Green Lake, WI;
•“…The scene depicted is hardly conductive to good study…” G.G. Scottsdale, AZ; and
•“Normally we leave the magazine in the waiting room. Not this one.” T.N., St. Louis, MO.
“As one of the ‘cover models,’ (the other being John Battle), I can assure everyone who felt insulted by this image that the goal was to portray both eagerness and skepticism about video training, which was in its infancy in those days,” said Kaufman. “If you remember some of the material that was distributed as ‘training,’ you remember why skepticism was warranted.”
The cover sparked a debate in the industry that is still brewing today. Even after almost 20 years, the image of the technician is still being portrayed poorly by the media. But, after that cover we learned our lesson.