New research from the Institute of the Motor Industry (IMI) reveals a significant perception gap shaping the future of automotive apprenticeships in the United Kingdom.
According to the IMI’s Apprenticeship Mindshift Report, parents and guardians remain influential but often underinformed decision makers whose views directly affect young people’s career pathways.
The report highlights strong overall support for apprenticeships, with around 90 percent of parents of 14- to 17-year-olds saying they would consider an apprenticeship route for their child. However, only 41 percent would encourage an automotive apprenticeship specifically, indicating a disconnect between general acceptance of vocational training and attitudes toward the automotive sector. Many parents associate automotive work with outdated or declining trades, overlooking the modern technical and digital roles now defining the industry.
IMI-commissioned YouGov data shows that parents are more likely to encourage careers in digital and IT (58 percent), engineering (56 percent) and sustainability related fields, sectors they regard as forward looking and prestigious. Crucially, the automotive industry already offers these roles, yet parents often do not recognise them as part of the sector’s evolving landscape.
A promising finding emerges when parents are shown the breadth of contemporary automotive careers. When presented with examples of digital, sustainability focused, technical and business roles within the industry, nearly half of parents say they would be more likely to encourage their child to consider automotive. This shift suggests that perceptions are not fixed and can be positively influenced through clearer communication of career progression, future relevance and professionalism.
IMI Chief Executive Nick Connor stresses that the industry’s skills shortage stems as much from perception as from structural issues. He argues that employers must rethink how they present opportunities, ensuring parents and carers understand that sought after roles such as cyber security specialists, AI professionals and sustainability officers exist within automotive. Better messaging, he says, will help bridge the gap between parental expectations and industry needs.
The report ultimately calls for a modernised narrative around automotive careers, one that reflects the sector’s technological transformation and the diverse roles it now encompasses. By addressing misconceptions and widening awareness, the automotive industry can strengthen its talent pipeline and reinforce its standing as a future ready career destination.
This research makes clear that changing perceptions among parents is not simply a communications task. It is central to the long-term sustainability of the UK’s automotive workforce.
