New data from the Institute of the Motor Industry (IMI) has exposed a massive blind spot in how the aftermarket recruits new talent.
The persistent skills shortage isn’t just about a lack of interested young people. Perhaps it’s because their parents are actively steering them away from the trade.
According to a new YouGov survey of over 1,000 parents of 14-to-17-year-olds commissioned by the IMI, the automotive sector has a major image problem.
While 90% of parents would happily consider an apprenticeship for their child, fewer than half (41%) would encourage an automotive pathway.
Instead, parents are pushing their children toward Digital & IT (58%) and Engineering (56%), completely unaware that modern automotive repair heavily involves exactly these disciplines.
Why it Matters
– You are marketing to the wrong audience: A flashy TikTok video might catch a 16-year-old’s eye, but if their parents think a garage is just a dirty, dead-end environment, they won’t sign off on the apprenticeship.
– We are losing talent to IT: Young people with a knack for coding, diagnostics, and electronics are being pushed into standard IT roles because parents don’t realise modern technicians use those exact skills every day.
– The fix is free: You don’t necessarily need to pay more to attract apprentices; you just need to change how you talk about the job. Highlighting EV training, diagnostic software, and clear career progression changes the conversation entirely.
The IMI report, titled The Apprenticeship Mindshift, reveals that parents mentally categorise automotive repair alongside declining traditional trades. They have deep concerns about workplace culture, gender imbalance, and the long-term sustainability of the sector.
However, there is a silver lining. When parents were presented with real-world examples of the digital, technical, and EV-focused roles within modern automotive businesses, 49% said they were more likely to encourage their child to consider the sector.
Nick Connor, CEO of the IMI, said: “The persistent skills shortage in automotive is not a problem of capability or opportunity, but of perception.
“Employers need to fundamentally rethink how they communicate career opportunities to reach the people who really influence young talent decisions: parents and carers… Parents aren’t closing the door on automotive careers – many have never been invited to look behind it.”
What employers can do
The IMI recommends adapting your approach to win over the parents:
– Reframe the job description: Stop selling “garage jobs.” Highlight the data analytics, digital systems, and diagnostic software your team uses daily. Position the role as a technology and engineering career that happens to be in the automotive sector.
– Market directly to the parents: If you attend a local school careers fair, ensure your brochures speak directly to parental concerns. Outline the salary progression, the qualification pathways, and the professional status of a modern technician.
– Showcase diverse role models: Parents of daughters need evidence that your workshop is inclusive. Make sure your recruitment materials, website, and social media reflect a welcoming, modern environment.
– Highlight the “green” angle: Parents are highly drawn to sustainability-focused careers but rarely associate automotive repair with environmental solutions. Explicitly mention your garage’s role in the transition to Net Zero, including EV servicing and battery innovation.
What is your experience? Are you finding that outdated stereotypes are stopping young talent from joining your workshop? Share your comments below.
