The motor industry has always been built on skill, knowledge and professionalism. Yet in today’s social media landscape, the way our industry presents itself is evolving rapidly. The rise of content creators and influencers has recently sparked some debate about what we should be showcasing and why.
Through the IMI’s “There’s More to Motor” campaign, we know that one of the biggest challenges facing the sector is perception. Too often, automotive is still seen as outdated or narrow in its appeal. If we want to attract the next generation, we must show that it is a modern, inclusive and highly skilled profession with opportunities for everyone.
That means visibility matters.
As Aimee Wallis, Careers Partnership Lead at the IMI highlights, “If we want to inspire the next generation, we have to start by showing them what’s possible. Those of us within the sector already understand the breadth of opportunity available, our role when attracting or inspiring the next generation is to meet young people where they are, capture their attention, spark their curiosity, and give them a clear lens into the diverse careers, community, and sense of belonging waiting for them.”
It is not simply about demonstrating technical capability. It is about showing the real people behind the skills and amplifying their voices. Young audiences are more likely to engage with content that feels human, relatable and authentic. They need to see individuals they can identify with succeeding and thriving in automotive careers.
This is where social media, used well, becomes a powerful tool rather than a distraction.
The goal is not to replace expertise with entertainment, but to combine the two. Content that balances personality with professionalism can both engage and educate. It can showcase real workshop environments, advanced technologies and career progression, while still capturing attention in a crowded digital space.
This balance is now more important than ever. With increasing scrutiny and the potential for restrictions on social media platforms, the industry cannot afford to be fragmented in how it presents itself. A more coordinated approach is needed.
As a sector, we have an opportunity and a responsibility to come together to tell a clearer, more consistent story. One that celebrates skill and professionalism, but also highlights diversity, inclusion and future opportunity.
Because if we want to strengthen the pipeline of talent into automotive, we must shape how the industry is seen. And that starts with what we choose to show the world.
For more information on the IMI’s There’s More to Motor Campaign, and to share your Real Voice, click here.
