Parents Rethink Automotive Careers as New Evidence Challenges Old Assumptions

Fresh insights from the Institute of the Motor Industry (IMI) show that parental perceptions remain one of the strongest influences on whether young people pursue automotive apprenticeships. Although apprenticeship pathways enjoy widespread backing among UK parents, the automotive sector still struggles to present itself as a modern, future focused career destination.

The IMI’s Apprenticeship Mindshift research, based on a nationally representative YouGov survey, reveals that around 90 percent of parents of 14 to 17 year olds would consider an apprenticeship for their child. Yet only 41 percent would steer them toward the automotive sector. This gap highlights a persistent misconception: many parents still view automotive roles as traditional mechanical trades, failing to recognise the high skill, technology centred nature of modern roles.

The report also shows that parents tend to place digital and IT roles (58 percent), engineering roles (56 percent) and environmentally focused careers on their shortlist of acceptable pathways. However, these disciplines are increasingly embedded within the automotive industry. From cybersecurity and AI systems to electric powertrains and sustainability strategy, automotive employers are recruiting for exactly the types of roles parents deem desirable.

Significantly, when parents are shown examples of these modern job types within the automotive sector, nearly half say they become more likely to encourage their children to consider the industry. This indicates that the perception barrier is not fixed but instead linked to gaps in awareness. Clearer communication from employers about the breadth of automotive careers could therefore play a crucial role in strengthening the talent pipeline.

IMI Chief Executive Nick Connor stresses that the challenge is rooted not in opportunity but perception. He notes that parents are not rejecting automotive careers outright. Rather, many have never been exposed to the realities of what contemporary automotive work involves. When they gain this insight, their attitudes shift positively.

The research suggests that reframing automotive careers is essential for long term workforce sustainability. By highlighting professional progression, digital relevance and future proof skills, the industry can better position itself to attract new talent. Closing the knowledge gap among parents and carers, who hold substantial influence over career decision making, may be one of the most effective strategies for addressing the sector’s skills shortage.

The Apprenticeship Mindshift Report ultimately calls for a coordinated communication effort that reflects the automotive sector’s evolution. It shows that with better information, many parents become not barriers but potential advocates for the next generation of automotive professionals.