IMI launches ‘There’s More to Motor’ campaign to boost recruitment

The Institute of the Motor Industry (IMI) is launching a campaign to attract newcomers into motor retailing and aftersales.

‘There’s More to Motor’ was previewed at this week’s British Motor Show ahead of the launch of a digital advertising campaign in September.

The campaign features real people to give it authenticity. Pink Garage is an initiative created by Randeep Reehal (pictured) of Courtwood Car Services to encourage women into the trade and promote car safety.

“I want to train women, not only for my own business, but also for other garages around the UK”, said Randeep. Having a woman in the service and workshop area who knows what she’s talking about will increase the revenue of any garage. Women will talk to other women, and that will attract more customers. It also adds value to the garage’s working environment, so it’s a win-win.”

Amy Edwards is an Apprentice LCV Technician at Motus Commercials. “The way the industry is going with EV means that there are less mucky jobs on the vehicles and the added safety concerns means that everyone needs a good level of training.

“Plus, I’ve never met a Master Technician who hasn’t completely blown my mind with the amount of knowledge they have. For anyone considering automotive I would say, take advantage of work experience and apprenticeship opportunities and even just pop into a local site and ask any questions you have. We’re a sector in need so you won’t be turned away.”

Jonthan Chadwick started as an Apprentice MVT (Motor Vehicle Technician) with ReddeNorthgate just over a decade ago, progressing to Workshop Controller and Workshop Manager roles. He is now transferring his skills to the next generation as a Technical Trainer.

“Being a Technical Trainer at ReddeNorthgate allows me to have a positive impact on our UK Workshop Operations and help develop my colleagues with current and relative training. Having an influence and creating our new Apprentice development path has been very rewarding, bringing my own experiences along with listening and understanding our current Apprentices to develop our Apprentice scheme for our future cohorts.

Sally-Anne Hodder, head of equity, diversity, inclusion and belonging at the IMI, said: “‘There’s More to Motor’ is all about shifting the dial on the perceptions of automotive as a career destination and, at the same time, putting the vacancies that exist centre-stage.

The IMI ‘There’s More to Motor’ campaign launches in September in a number of regions around the UK and will use social and digital platforms.