The IMI strengthens partnership with Toyota GB to bring to life automotive career pathways

The IMI's There's More to Motor Campaign uses real voices from across the Toyota GB network to provide young people- and their influencers- with insight into career opportunities across the sector.

The Institute of the Motor Industry (IMI) has strengthened its partnership with Toyota GB Plc as part of its ‘There’s More to Motor’ campaign. Using authentic voices from the Toyota and Lexus retail network, the campaign is set to inspire and inform the next generation as well as their influencers, including parents and carers. 

Aligned with the recent IMI commissioned YouGov research, which explores perceptions of the automotive sector amongst the parents and carers of 14–16-year-olds, the campaign – which is based on “You Make the Future Move” – highlights real career journeys and relatable industry pathways. Using digital platforms, including TikTok, Meta and LinkedIn, the campaign is based around a series of short and long-form videos, produced by DMS Media, telling the story across three pillars: ‘Make the Future Smarter’, ‘Make the Future Safer’, and ‘Make the Future Cleaner’.

One of the stars of the campaign – and challenging outdated perceptions of the sector - is Dhruv Patel, showcasing his journey from apprentice to full-time Data Scientist at Toyota GB Plc.

Six other Toyota and Lexus network employees also tell their career stories, with two of the videos including parents’ voices.

•    Jill Moore, CLV Data Manager at Stoneacre Motor Group
•    Faye Murphy, Test Drive and Handover Specialist at Stoneacre Toyota Durham
•    Roksana Askor and Vicki Fowles, Sales Specialists at Lexus Woodford
•    Shanika Reid, Aftersales Manager at Lexus Leeds, and 
•    Stuart Armstrong, Sales Manager at Vantage Toyota Leeds

Emma Carrigy, Head of Research, Careers and Inclusion at the IMI said: “Industry partnerships like this play a vital role in showing young people and their influencers that the automotive sector is rich with opportunity, innovation and purpose. By putting real people and real stories at the heart of ‘There’s More to Motor’, we’re making these pathways more visible and relatable than ever. Toyota’s commitment to showcasing genuine career journeys demonstrates the power of authenticity in inspiring the workforce of tomorrow.”

Carolyn Bundey, Senior Manager Network Performance, Toyota Network Operations, added: “We are proud to continue our partnership with the IMI as we jointly work to attract fresh talent into an industry that is undergoing rapid transformation. Our collaboration with the IMI highlights one of our core commitments: investing in people. The latest campaign celebrates the real-world voices behind Toyota’s success. There is no substitute for hearing directly from the people who make our industry what it is, and working closely with DMS Media on the campaign creative has brought this to life in a fun and engaging way.

“These stories reflect not only the variety of roles available but also the personal passion, resilience and pride that drive our teams every day. The individuals featured in the campaign demonstrate that automotive careers are not only diverse; they are also deeply rewarding. Their journeys, from apprenticeships to leadership roles, show young people that there is a place for every skillset and passion within Toyota and Lexus.

“We hope these voices resonate with young people and the influencers who help guide their career choices.”