It's a selling point, plain and simple. If you click around on websites of local repair shops, you'll notice somewhere on each and every one where it claims their technicians are "factory trained." Okay... what factory exactly? The term "factory training" refers to brand-specific training one receives from a specific make of car. If a technician is employed at a BMW dealership, that individual receives brand specific training courses periodically at an actual BMW training facility. These training facilities aren't available to just anyone. They're only available to employees at BMW dealerships. BMW is the "factory" in this example, and they're offering the training.
Car dealerships are required to have a certain number of technicians that reach varying levels of training. They typically fall into 4 or so levels, ie; from beginner to master technician. It's like going to college in a sense, you have to take certain courses and pass certain tests in order to achieve the next degree or level of certification. However, unlike college, you have to keep taking the newer updated courses in order to maintain your certification level, so if you achieve "master BMW technician" certification, you don't just get to chill and not worry about it anymore, you have to keep taking and passing the new and updated courses as new models and technology are introduced.
Seeing every shop under the sun claim to be "factory trained" is a bit of a pet-peeve of mine. I've lived in the Redding area for several years now, after working for one of Northern California's premiere luxury European car dealership networks. I've gotten to know just about everyone in the European car repair field here in Redding. 99% of them have never worked at any European car dealer, so how is it that they claim to be factory trained exactly?
Another point I think is funny, is they don't specify which "factory" they claim to have been trained by. Factory training is brand specific, there's no such thing as a catch-all factory training. So while there are a couple shop owners up here that at one point worked at one brand of car dealership 30 years ago, unless they only specialize in 30 year old cars from that brand, their training isn't relevant.
As previously mentioned, I was employed at one of northern California's premiere luxury car dealership networks, and previously for another dealer network, for a cumulative total of 18 years of my now 25 year career. Meaning, for 18 years I received factory training at BMW, Mini, and Volvo. I was master certified for BMW and Mini for many of those years. I also achieved Volvo diagnostic technician certification and hybrid/elecric drive specialist certifications. That is true factory training.
Not only are 99% of technicians in Redding NOT factory trained by any European car manufacturers, but I don't know of any specialty shops in the area who send their technicians to any training at all, for that matter. They're all mostly learning as they go, using their clients' cars as their training material, and are simply "YouTube certified".
It doesn't take factory training to do an oil change on a car, however once it comes to electrical diagnostics, coding, or programming vehicles, many shops start to flounder, and simply tell their clients "it needs to go to the dealer." What they're saying is, "it needs to go to someone with factory training."
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