The National Franchised Dealer Association’s (NFDA) Drive My Career initiative has boosted awareness of the apprenticeship opportunities in the automotive retail sector.

Last week, during National Apprentice Week 2023, Drive My Career members took part in the fifth “DMC Apprentice Takeover” campaign to promote their past and present apprentices through inspiring stories and testimonials on their social media channels.

Social media posts with the hashtag #DMCApprenticeTakeover were shared across a range of platforms including Twitter, Facebook, Instagram, and LinkedIn. The hashtag alone reached over 100,000 people.

Sue Robinson, chief executive of the NFDA, said: “It has been really positive to see so many franchised retailers involved in the Drive My Career campaign, and National Apprenticeship Week in general. This clearly demonstrates our members commitment to engaging young people in the automotive industry, showcasing the multitude of opportunities and avenues the industry offers.

“In these challenging times, with the automotive sector facing a skills shortage, it is encouraging to see franchised dealers endorsing their apprentices and supporting National Apprenticeship Week, so we would like to thank every member that got involved.

“Through Drive My Career, NFDA continues to work hard to change young people’s perceptions of the industry, inform and educate the opportunities it presents, and directly promote retailer’s as a viable career path, and with the collaboration of our members, we aim to grow the sector together.

“Going forward, Drive My Career will continue to support its members by raising awareness of the opportunities available in the automotive sector.”

As part of the initiative, the NFDA collaborated with The British Motor Show 2023 to offer complimentary tickets to winner dealers for their apprentices. JCT600 won two VIP tickets, while runners up TrustFord, TruckEast, Vospers and Caffyns each won four Family tickets to the event.

JCT600 shared 15 inspiring stories from former and current apprentices; including JCT600 managing director, Richard Hargraves, who began his career as a parts apprentice. JCT600 also participated in the Apprenticeship's Unlocked Fair, at Shipley College on February 15.

The NFDA also thanked Inchcape, Marshalls, Lookers, Perrys, Hendy and Arnold Clark for celebrating National Apprenticeship Week and highlighting the success that automotive apprenticeships has to offer the next generation of talent.

Drive My Career shared generic apprenticeship related content throughout the week, showcasing the benefits of an apprenticeship programme, and the experience and life skills that can come with it. It also provided CV and job interview tips to assist young people on their career journeys and celebrated diversity within the industry to help change perceptions.

Last year, Drive My Career reached over 650,000 potential automotive industry employees with its week-long initiative.