Carmakers have a vital role to play in marketing the motor industry as a career choice as well as promoting their own products.
That was a message from Citroen UK managing director Linda Jackson at the SMMT International Summit.
Jackson questioned whether the industry's perception was "sexy enough" for young people, particularly at retailer level. Apprentices are trained more in electronic technology than gearboxes now and the role of the sales executive is changing to embrace technology such as video walk-arounds too.
The industry needs to attract younger people who are most familiar with the latest technology and systems, she said. "The customer journey is changing faster than the industry is adapting," Jackson added.