Inspiring the Next Generation of Automotive Professionals at La Salle High School

Mark Williams Auto Group had the opportunity to spend a morning at La Salle High School for its annual Career Day event. This visit gave students a close look at the fast-changing automotive industry and the many career pathways that connect to it. Josh Williams, the General Manager of Queen City Ford, joined with Charlie Watson, the Marketing Director for Mark Williams Auto Group, to lead four round table discussions that helped students understand the teamwork and skill involved in operating a successful dealership. What unfolded was more than an overview of auto sales and service. It was a conversation about technology, creativity, leadership, and the many ways young people can build a fulfilling future in a growing field.

From the start, Josh and Charlie focused on helping students understand the structure of a modern dealership. Many students assume a dealership is simply a place where vehicles are displayed and sold. Yet there is far more happening behind the scenes. Students learned about fixed operations, which include service and parts, and variable operations, which cover sales and vehicle inventory. They gained insight into the responsibilities of service advisors, technicians, sales consultants, managers, and support staff. Josh explained how each role depends on the others to deliver a seamless guest experience. The students were surprised to discover how closely the entire dealership team collaborates to meet customer needs and maintains a positive reputation in the community.

The discussion expanded into customer experience and how much effort goes into creating a trustworthy environment for guests. Josh explained how to greet customers promptly, listening to their concerns, and communicating transparently are essential skills for every employee. Students learned that success in the automotive world is not simply about product knowledge but also about building relationships and providing reassurance during major purchase decisions. It became clear that soft skills such as communication, empathy, and adaptability are just as valuable as technical skills.

Charlie then guided the conversation into the world of modern automotive marketing. Many students associate marketing with traditional print ads or television commercials. They quickly discovered that marketing today is a dynamic blend of storytelling, digital strategy, community involvement, and real time engagement. Charlie shared examples of online vehicle walk throughs, social media reels, paid online campaigns, and community events that help connect the dealership with its audience. Students saw how platforms like TikTok and Instagram have changed the way dealerships communicate with shoppers and how brands must create meaningful content rather than simply promote a product.

The students asked questions about content creation and were fascinated by the idea that automotive marketing now resembles a combination of journalism, entertainment, and community outreach. Charlie emphasized that modern dealerships must build trust through transparency and consistent engagement. He also explained how analytics help guide marketing decisions by showing which messages resonate with customers. This part of the morning opened students’ eyes to the creative side of the automotive industry, a side they had not considered before.

One of the most important conversations centered on choosing a career path. Many high school students feel pressure to choose between a college education and a trade profession, often without understanding the advantages of each. Josh spoke candidly about the growing demand for skilled technicians and the strong earning potential available in-service departments. He explained that technicians today work with advanced technology, complex electrical systems, and specialized diagnostic tools. Students learned that trade careers offer long term stability and competitive salaries, often without the burden of student debt.

Charlie then discussed career paths on the business side of the automotive world. Positions in marketing, management, accounting, technology, and leadership offer a wide range of opportunities for students interested in four-year degrees. He explained that both paths can lead to success and that the best choice depends on each student’s strengths and long-term goals. The message was clear. A successful future can start in many places, and students should choose the direction that aligns with their interests rather than one that simply matches expectations.

What made the Career Day visit meaningful was the genuine connection formed during these discussions. Students were encouraged to ask questions about salary growth, advancement opportunities, and daily responsibilities. They were able to speak openly about their concerns and curiosities regarding adult careers. Many walked away with a better understanding of how their skills could translate into real world roles in the automotive industry.

Beyond career discussion, the visit highlighted the importance of community. Mark Williams Auto Group is committed to supporting schools, youth programs, and local events throughout the region. Participating in Career Day allowed the team to invest in students who are beginning to imagine their future and consider what kind of professionals they want to become. The conversations helped students realize that the automotive industry is not simply about vehicles. It is about people, problem solving, innovation, and meaningful service to the community.

As the morning ended, Josh and Charlie left the students with a message about growth and opportunity. The automotive world is evolving quickly with advancements in electric vehicles, online retailing, digital communication, and service technology. Students entering the workforce over the next few years will be stepping into an industry full of possibility and innovation. Whether a student is drawn to the creative side, the technical side, the customer service side, or the business side, there is a place for them within automotive.

Mark Williams Auto Group looks forward to continuing its partnership with La Salle High School and other schools in the region. The visit served as a reminder that education thrives when industry leaders and students come together to share ideas and inspiration. By supporting young people and helping them explore career options, the group hopes to encourage the next generation of technicians, leaders, creators, and innovators.

Tags: Career Day, Cincinnati, La Salle High School, Mark Williams Automotive Group
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