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IMI rebrands car dealer and repairer accreditations

The Institute of the Motor Industry is changing the title of Automotive Technician Accreditation (ATA), along with Automotive Management Accreditation (AMA), to ‘IMI Accreditation’ as part of the IMI’s brand overhaul.

The rebranding of IMI accreditations will bring the product in line with all other services, which will ensure achievers benefit from the Institute’s consumer facing activities.

“Our main focus is to ensure IMI Accreditation provides a robust solution for proving the current competence of individuals working in the sector,” said IMI chief executive Steve Nash. “We believe this can be better achieved through stronger association with the wider activities of IMI.

"The rebranding of both ATA and AMA will also allow us to develop a clear brand strategy, which provides the public with a straightforward way of finding automotive professionals who invest in their skills.

"Ultimately the closer association between IMI Accreditation and IMI services such as the Professional Register will put us in a better position to provide a licence to practise for automotive technicians.”

All IMI Accreditation achievers can now be found on the IMI Professional Register, with a new consumer facing promotional campaign launched in December.

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