12 Jul 2024
The voice of the independent garage sector

IMI to launch Perceptions campaign

The IMI is to run a campaign to change perceptions of working in the motor industry to help address the growing skills shortage, and is looking to sign up people to tell positive stories about their careers in the industry.

Championed by Linda Jackson, Chief Executive Officer at PEUGEOT and a founding member of the IMI Diversity Task Force, from September the IMI Perceptions campaign will use digital platforms to reach people with regionally targeted activity highlighting job roles matched to employers with vacancies. It will also utilise stories of those who have moved into automotive for a career change.
Amy Edwards, an Apprentice LCV Technician at Motus Commercials is one of those real voices. “I never thought about joining the automotive sector until I saw a service advisor job advertised at the same company where my Dad and brother worked. I’m currently on my third role in the sector and I can honestly say the skills I’ve gained in the previous two roles have helped me massively in my current position.

IMI data indicates that 111,400 roles in the sector will need filling by 2033, and according to IMI COO Lesley Woolley, the sheer scope of options available in the sector is often not perceived: “It’s now time to showcase the changing face of automotive, a vibrant, tech-led, customer and people-centric ecosystem. It’s a great time to be working in the sector which the campaign will clearly demonstrate.”

Lesley concluded: “Urgent action is needed to start attracting talent and reassure joiners that automotive is an enticing, exciting and inclusive sector. We also need employers to embrace and amplify the campaign through their own channels. After all, it’s their businesses that will benefit.”


To to sign the IMI’s Equity, Diversity and Inclusion Pledge and keep up to date with the Perceptions Campaign, visit: https://tide.theimi.org.uk/equity-diversity-and-inclusion/sign-the-pledge