William Morrison
Equipping The Front Line For A Digital Future
As AI, diagnostics, and electrification transform service, the technician workforce must evolve. This session explores how industry leaders are tackling technician shortages and upskilling through AR/VR, digital repair tools, and AI-powered diagnostics.
Bio
William Morrison pairs hands‑on experience with entrepreneurial vision. He started his career in high school working for Hendrick Automotive and progressed to become a certified collision technician. After earning an associate degree from technical school he continued interning with Hendrick while pursuing a bachelor’s degree in Aftermarket Management at Northwood University. There he was elected president of the aftermarket club and leads a student project to renovate an older BMW 3‑Series. William doesn’t just perform repairs, he innovates tools to improve efficiency and plans to launch a business designing and selling specialty collision tools. He is also helping Northwood build relationships with employers and exposing fellow students to career opportunities in the collision industry. Driven, creative and respected by his peers, William represents the future of automotive repair and entrepreneurship.