Toyota and the IMI on There’s More to Motor

As the professional body that champions the people in automotive, the IMI’s There’s More to Motor campaign was created to challenge outdated of the automotive sector by showcasing the breadth of opportunity and innovation if offers. Far beyond the traditional image of fixing cars, automotive as a forward-looking, inclusive industry that plays a vital role in the UK’s future, with diverse and lifelong career pathways spanning technology, customer experience, leadership, and more.

One of our key partners in this campaign has been Toyota GB and Lexus, whose commitment to talent, diversity, and inclusion has helped drive There’s More to Motor forward. We recently spoke with Carolyn Bundey, Senior Manager at Toyota, about why this initiative resonated with her, what Toyota has achieved through the partnership, and how the sector can continue building momentum.

What was it about the campaign that resonated with you and Toyota?

In my role in the Academy, I was responsible for Toyota and Lexus talent, and what we were finding was that there is such a misconception about working in automotive. I think even for me, as a newcomer to the industry, I had no idea of the breadth of different types of roles that exist.

What's been amazing is that I could work with the IMI on showcasing that to people who would otherwise not have considered it. The There’s More to Motor campaign itself has hugely helped us in terms of sourcing new talent from all sorts of backgrounds.

I think one of the nicest things about the campaign is that it uses real voices. It’s an opportunity as an industry to drive diversity and inclusion while also showcasing the amazing people who already exist within automotive and telling their stories. It’s really rewarding to shine a light on those making incredible contributions to the industry.

Carolyn Bundey

How did your experience in leadership and project management shape your contributions to the campaign and partnership with us?

What worked really well was that we were able to work in a way that was very effective, because we were clear on the scope, aligned on values in terms of the organisation, and aligned objectives regarding what we wanted to achieve from both a Toyota and Lexus perspective and on a wider IMI scale. This helped set the project up for success from the outset.

When it actually got going, it just took off. Being part of a small team meant we were agile in our approach. Transparent communication throughout, discussing any challenges we faced, and continuously adapting and improving were all key to making it work so well.

What did you hope to achieve when you got involved with the IMI and how does that align with Toyota?

The IMI has such a broad reach to new groups that we might not otherwise have accessed. Leveraging the IMI’s platforms and scale supported us greatly, and having the Toyota Lexus brand as part of the campaign amplified that.

It helped drive traffic to our national job boards, bringing applicants we otherwise might not have reached. Traditionally, Toyota has focused on promoting products, but this campaign was about showcasing real voices and people. Doing that across YouTube, TikTok, and Instagram was incredible. The most rewarding part was seeing the reach and engagement results, knowing that the real stories and content we shared were resonating with the right audience.

What have you learned from collaborating with the IMI on this campaign and other initiatives?

It has shown that partnering as an industry on initiatives like this is far more powerful than working alone. Shared and consistent messaging can achieve much greater impact. We wouldn’t hesitate to do something like this again with the IMI, because it delivered the results we were hoping for, if not better.

Another important learning was the value of IMI resources and support. There were challenges or areas where we needed guidance for our retail network, and the IMI has a comprehensive suite of resources that not everyone may realise exists.

Why do you think it's important for industry leaders and organisations to support campaigns like There's More to Motor?

Everyone in automotive has a responsibility to help break down barriers to entry and support efforts to make it an industry of choice to work in. We operate in a highly competitive environment, with a significant skills shortage, so it’s vital to highlight all the opportunities available, particularly apprenticeships and roles for young people from underrepresented communities. This also reflects our commitment to representing our diverse customer base.

What would you say to others in the industry who are thinking about getting more involved with the IMI and or similar campaigns?

Don't hold back. It is so rewarding and so worthwhile and people will absolutely see results on the back of it. The support that's available from the IMI is incredible.

Looking ahead

The There’s More to Motor campaign continues to show what’s possible when industry leaders come together to challenge perceptions and open doors. Toyota’s partnership with the IMI is a powerful example of how aligned values, shared goals, and real stories can help attract the next generation of talent.

As Carolyn put it, this isn’t just about filling roles – it’s about making automotive “an industry of choice” for all.

The time is now for change. The automotive industry is evolving faster than ever, and together, we can shape its future. Find out more, share your story, or contact us today to be part of the campaign.