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IMI aims to change public perceptions of the industry

The Institute of the Motor Industry (IMI) is embarking on a major drive to help the retail motor industry improve customer confidence and public perceptions.

With the theme, “proud to be professional”, the IMI campaign will seek to highlight the link between the recognition of individual professionalism and improved business performance.

Exhibiting in the careers village at the British International Motor Show (July 20-30), the IMI is introducing a strengthened membership offer aimed at young people under 25, who are qualifying for a career in the sector.

Rolling out its campaign, the IMI plans to target 400 approved colleges and specialist providers across the UK, which train 50,000 candidates registered with the IMI on automotive qualifications, as well as careers offices, vehicle manufacturers, dealer groups and independent motor businesses nationwide.

Speaking at the British International Motor Show, Sarah Sillars, chief executive, IMI, said: “With rapid vehicle evolution, a shifting retail landscape and intense scrutiny from consumer groups, a robust and respected retail motor sector of the future will depend on equipping people with a whole new range of advanced skills. This means attracting, developing and retaining young people who have got what it takes and highlighting the value of a professional vocation.”

“Equally important in our collective efforts to influence public opinion positively is the role of the individual, who can make a commitment to an ethical code of conduct to give customers the reassurance of integrity. The ‘proud to be professional’ campaign reflects a growing desire in the industry to recognise truly skilled people and show consumers how much the industry has moved forward,” she said.

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