New UK data says parents’ perceptions of automotive sector changing, offers recruiting tips

New data from the Institute of the Motor Industry (IMI) suggests parents and guardians are a “key point of failure” in attracting new talent to the sector.

According to YouGov research commissioned by the IMI, while 90% of UK parents would consider an apprenticeship for their child, 41% would encourage an automotive pathway due to inaccurate or unknown perceptions of the industry.

Over 1,000 parents of 14-17-year-olds were surveyed, and the results expose “a critical blind spot in automotive recruitment strategies,” according to IMI.

Sixty-two percent of respondents said they would definitely consider an apprenticeship for their children for career and education progression, and another 28% said they probably would. Only 4% said they definitely wouldn’t consider it, and 2% said they probably wouldn’t.

“This level of support cuts across most demographic groups and indicates that, at a system level, apprenticeships are no longer seen as a marginal or ‘second best’ option,” IMI states in its report, titled The Apprenticeship Mindshift: How Parents Really View Automotive Careers and What Changes Minds. “However, this stat needs to be viewed in context as it masks important nuances around status, prestige, and perceived value.”

In a press release, IMI states that employers are competing for talent in a market where parents mentally categorize automotive alongside declining traditional trades, while placing digital and IT (58%), engineering (56%), and sustainability-focused sectors on their “acceptable careers” shortlist.

“Yet, all of these disciplines exist in automotive,” the release states.

When asked why they wouldn’t consider apprenticeships for their children, the most cited reasons were:

• • University perceived as offering greater long-term value (39%)
  • Concerns about prestige and status (14%)
  • Uncertainty about career progression (18%)
  • Concerns about earnings potential (12%)

According to the report, when presented with examples of digital, technical, sustainability-focused, and business roles within the automotive sector, 49% of parents said they were more likely to encourage their child to consider automotive.

“The persistent skills shortage in automotive is not a problem of capability or opportunity, but of perception,” said Nick Connor, IMI CEO, in the release. “Employers need to fundamentally rethink how they communicate career opportunities to reach the people who really influence young talent decisions: parents and carers.

“The roles automotive employers are recruiting for — cyber security specialists, sustainability officers, AI specialists — are exactly the careers parents want for their children. But parents don’t associate these roles with automotive.”

He added that parents aren’t closing the door on automotive careers. Instead, many have never been invited to look behind it.

“When they are, perceptions shift,” Connor said. “Employers who understand this and adapt their recruitment approach accordingly will have a significant competitive advantage in attracting the next generation of talent. That’s the perception gap employers must close.”

The report states that 23% of respondents actively rejected the idea of their child pursuing an automotive role; however, 77% demonstrated a more passive form of avoidance.

“This passive avoidance is typically driven not by strong negative views, but by a lack of familiarity with the sector, reliance on outdated or stereotyped assumptions, and the simple absence of automotive careers from parents’ ‘mental shortlist’ of acceptable or desirable options,” IMI wrote in the report. “This distinction matters because passive avoidance is far more amenable to change than entrenched opposition.”

IMI says the survey results also reveal that specific concerns about automotive workplace culture significantly outweigh general hesitations about apprenticeships. This includes workplace environment and professional identity; gender imbalance and inclusion; long-term sector sustainability; and alignment with values around environmental responsibility.

“For employers, this means recruitment materials, workplace imagery, job descriptions, and career pathway communications must actively address these concerns,” IMI says.

IMI recommends four actions employers can take now to improve recruitment:

1. 1. “Reframe job titles and descriptions to reflect reality: Highlight data analytics, digital systems, cyber security, and sustainability elements in automotive roles. Make it clear these aren’t ‘garage jobs’ but technology and engineering careers that happen to be in automotive.
   2. “Make parents the primary audience: Career fairs, apprenticeship promotions, and recruitment campaigns should speak directly to parental concerns about progression, professional status, workplace culture, and long-term relevance. Include salary progression, qualification pathways, and career destinations.
   3. “Showcase diverse role models: Parents of daughters need to see evidence that automotive is inclusive and welcoming. Employers should prominently feature female technicians, engineers, and managers in recruitment materials and workplace visits.
   4. “Connect automotive to the green economy: Parents are drawn to sustainability-focused careers, but don’t associate automotive with environmental solutions. Employers must explicitly communicate their role in electrification, battery innovation, and net zero transition.”

IMI says its “There’s More to Motor” campaign provides employers with evidence-based resources, messaging frameworks, and real-world examples to help reshape parental perceptions.

A recent workforce study by CCC Intelligent Solutions and the Collision Repair Education Foundation (CREF), based on a survey of students and young professionals, shows a positive perception of the collision repair industry.

Respondents voiced eagerness to pursue a career that combines hands-on work with advanced technology in a field they view as stable and rewarding. Ninety-five percent said they’re confident that collision repair is more stable than traditional college-degree jobs.

At the same time, 74% believe a career in the industry also offers higher earning potential.

Earlier this month, the Automotive Service Association (ASA) applauded the final passage of a federal funding bill that it says includes language to develop and strengthen apprenticeship and training pathways for automotive technicians.

ASA said in a press release that it hopes the language will “help strengthen pathways for students and working professionals to gain the skills needed to become highly trained technicians, particularly as vehicle technology continues to advance.”

Images

Featured photo provided by the Institute of the Motor Industry (IMI)