Amber Reiners
Amber Reiners is a distinguished automotive service professional with over 14 years of experience in the industry, currently serving as a Service Advisor at Porsche Fort Myers. She is deeply committed to delivering a seamless, customer-first service experience, ensuring that vehicle maintenance is as effortless and stress-free as possible for every client. Amber’s approach is guided by her core values of confidence, continuous learning, and professional support, which she consistently brings to her interactions with clients and colleagues alike.
Amber’s career trajectory reflects a remarkable dedication to growth and expertise in the automotive field. She began her journey as a receptionist at a European-focused automotive shop in New Brighton, Minnesota, quickly advancing to roles as a service advisor and eventually a service manager. Her experience spans two independent shops, including a transmission rebuilding facility and a German-focused automotive repair center, before joining Porsche Minneapolis, where she served as a Service Advisor for five years. Throughout her career, Amber has cultivated extensive knowledge of automotive systems, luxury vehicle service protocols, and client-focused solutions that enhance satisfaction and loyalty.
In addition to her hands-on experience, Amber has contributed to industry discussions through her publication, Documentation Over Verbal Communication in Ratchet and Wrench. Her professional reputation is defined by her leadership, technical expertise, and unwavering dedication to excellence. With a focus on mentoring her teams and advancing industry standards, Amber continues to make a meaningful impact in luxury automotive service, consistently elevating the customer experience and fostering professional growth within her workplace.
• Porsche Brand Ambassador Program (2022)
• Featured in Ratchet and Wrench Magazine
What do you attribute your success to?
I credit a lot of my success to Bill Powell, who was my service manager at Eurotech in Minnesota. He had previously worked at a BMW dealership and came to our store as service manager. He trained me not only professionally, but also personally, on how to approach different situations with work and outside of work. He kind of became like a father figure to me - he treated me like his own daughter. When he had a heart attack and had to step down from being service manager, they asked me to step up to be manager during his leave of absence. I knew I had big shoes to fill, and he was nothing but supportive and believed in me. I don't think I could have done as well as I did without him cheering me on. He truly changed my mindset on the automotive industry and my career path. He's a very humble man who probably wouldn't even accept my appreciation or credit, but I love him so much to this day. I also think my success comes from working twice as hard to prove myself in this male-dominated industry. Once you prove to them once that you can do this, they won't doubt you again, and it puts a smile on my face knowing I can do this just as well, if not better, than my male counterparts.
What advice would you give to young women entering your industry?
I would say do it with confidence. If you want to be a service advisor, be a service advisor. If you want to be a technician, be a technician. I would definitely connect them with as many resources and outlets as possible to help them achieve that goal. If their hesitation is because it's a male-dominated industry, I'd say look at myself, look at some other females in the industry - we are doing just as well as our male counterparts. And if the concern is 'I don't know anything about cars,' well, I didn't either when I first started. But it's something that you can easily learn. Yes, you have to put in hard work, you have to research and do homework, but it's very similar to going to school - in order to get an A, you had to put the work in to get that A. You weren't just gonna get handed it. I would just be their cheerleader and try to encourage them to dive right in and not be afraid of the negative thoughts that we allow to control our brain sometimes. I would just say shut those out and let me know how I can help make this a more positive aspiration. I'd love to be able to help someone out or at least give them the courage to dive in and not hold back at all.
What are the biggest challenges or opportunities in your field right now?
Challenge: Being taken seriously and having to prove competence in a male-dominated industry. Opportunity: Growing acceptance of women in automotive roles and the chance to mentor more women into the field.
What values are most important to you in your work and personal life?
Confidence, strong customer service, continuous learning, and supporting others.