IMI partners with Apprenticeship Central to change perceptions of apprenticeships among parents and carers

Partnership designed to actively encourage more young people to consider automotive apprenticeships

Addressing an information gap about automotive apprenticeships, the Institute of the Motor Industry (IMI) has joined forces with Apprenticeship Central to create a bank of resources for parents and young people.

A recent YouGov study  commissioned by the voice of the automotive workforce found that 90% of parents would consider an apprenticeship for their child, but fewer than half (41%) would encourage an automotive pathway. However, once provided with examples of digital, technical, sustainability-focused and business roles within automotive, 49% of parents reported being more likely to encourage their child to consider the sector. More than half consider Digital & IT (58%) or Engineering (56%) roles as suitable, both of which exist within automotive.

“The government has acknowledged  the ‘information gap’ for young people wanting to pursue an apprenticeship,” explained Aimee Wallis, Careers Partnership Lead for the IMI. “And our recent YouGov research underlines the importance of providing parents and carers with information about the breadth of roles in the automotive sector.

“Apprenticeships open doors to rewarding careers, yet too many young people and their influencers still have misconceptions about what they offer. Through our partnership with Apprenticeship Central we’re excited to provide clear, practical resources and insights that show apprenticeships are not just an alternative - they are a pathway to real skills, progression and long-term success.”

The IMI and Apprenticeship Central have launched new joint resources aimed at young people and those who influence their career decisions. These include conversation cards that contain structured questions designed to spark meaningful, guided discussions about future pathways and resources focused on the choice between university or apprenticeships.

As part of the collaboration, Aimee Wallis was joined by Mike Massey, IMI Skills Competition Manager and Eleanor Baker Barnes from Apprenticeship Central for a live LinkedIn talk . The session covered common myths versus the reality of automotive apprenticeships, how they lead to long-term careers and what young people should look for when considering an apprenticeship.

Eleanor Baker Barnes, Commercial Director at Apprenticeship Central added: 

“The IMI’s findings highlight that while parents are open to apprenticeships, many don’t yet connect the automotive sector with the wide range of high paid digital, technical and professional careers the sector offers. Providing that clarity is key. We are pleased to be partnering with the IMI. This will benefit the entire sector for generations to come.”