Parents and carers are broadly positive about apprenticeships for teenagers but remain hesitant about automotive pathways, creating a perception gap that worsens the sector’s skills shortage. New IMI-commissioned research finds strong general support for apprenticeships yet weaker advocacy for automotive, largely due to outdated assumptions about the work involved.
Key takeaways
- 90% of parents of 14–17-year-olds would consider an apprenticeship for their child.
- Only 41% would encourage an automotive route.
- When shown examples of modern roles in the sector, 49% said they’d be more likely to recommend automotive.
- Preferred fields: Digital/IT (58%) and Engineering (56%) ranked highest, with sustainability-focused work also popular.
What’s driving the perception gap
The IMI report argues many parents still associate automotive with declining, primarily mechanical trades and limited progression. This misses the sector’s evolution toward technology-rich, sustainability-aligned careers—such as cybersecurity, AI, data and software, electrification, and safety systems—that mirror the roles parents already favor.
Why it matters
Employers competing for digitally minded school leavers risk losing candidates before consideration even begins if parents default to steering teens into IT, engineering, or sustainability in other industries. The result is a tighter talent pipeline just as vehicle technology and customer expectations accelerate.
What changes minds
Framing automotive opportunities in familiar, future-facing terms—digital skills, engineering foundations, and environmental impact—shifts parental attitudes. Presenting concrete examples of roles and pathways significantly boosts willingness to recommend the sector.
Effective repositioning strategies for employers
- Recast job descriptions to foreground technology, sustainability impact, and clear progression (not just traditional technician tasks).
- Showcase roles parents value: cybersecurity specialists, sustainability officers, AI and data analysts, software and diagnostics.
- Make parents part of outreach: careers talks, open days, and materials that demystify modern automotive work.
- Highlight apprenticeship routes into software, data, diagnostics, cybersecurity, and business operations, including accredited qualifications.
- Use language that reflects the broader mobility ecosystem (connected vehicles, ADAS, electrification infrastructure, data security).
Bottom line
Parents aren’t rejecting apprenticeships; they lack visibility into what automotive now offers. Close that awareness gap and employer appeal rises—turning a persistent skills challenge into a competitive advantage for those who adapt their messaging and involve the key influencers at home.
