Across the UK, several traditionally hands-on industries have successfully transformed how they are perceived by the next generation. Plumbing, electrical trades and the Armed Forces are no longer widely viewed as fallback options. Instead, they are increasingly positioned as skilled, respected, well-paid and purposeful careers.
That shift did not happen by accident, and there are important lessons the automotive aftermarket can take from how these sectors changed the narrative.
At the heart of the issue is visibility. In many technical industries, the work is largely invisible until something fails. Boilers, electrical systems and infrastructure tend to be taken for granted until a problem becomes urgent. Cars are no different. Most drivers only engage with vehicle maintenance when an MOT advisory appears, a warning light comes on or a breakdown occurs. The instinctive question is rarely “how do I fix this properly?” and more often “how long can I put this off?”
That reactive relationship shapes perception. From the outside, the automotive aftermarket can appear transactional and problem-led, rather than preventative, skilled and technically complex. Other sectors faced the same challenge, and tackled it head-on.
How other sectors changed the narrative
Trades such as plumbing and electrical engineering invested early in clear career pathways, recognised qualifications and consistent employer branding. Over time, this reframed public understanding of the work involved. UK labour market data shows that experienced plumbers and electricians now routinely earn £40,000–£50,000 or more per year, with self-employed specialists earning significantly above that level. These roles are widely recognised as skilled professions requiring technical expertise, regulatory knowledge and ongoing training.
The Armed Forces provide perhaps the clearest example of perception actively being reshaped. As the UK’s largest apprenticeship provider, the Armed Forces support more than 20,000 apprentices at any one time, offering structured progression, funded qualifications and long-term career development. Ministry of Defence data shows that over 11,300 people joined the UK Regular Armed Forces in a single year, while total service personnel strength remains above 180,000. That sustained intake reflects the appeal of careers with clear pathways, strong purpose and consistent messaging.
Crucially, Armed Forces recruitment campaigns focused less on job titles and more on transferable skills, problem-solving and teamwork. By using real people, relatable scenarios and modern language, they demystified technical roles and reframed them as aspirational rather than intimidating. Apprenticeships were consistently positioned as a debt-free alternative to university, combining paid learning with long-term earning potential, a message that has resonated strongly with younger audiences and career-changers alike.
What this means for the automotive aftermarket
The automotive aftermarket is now competing for talent in a far broader and more competitive landscape. It is no longer competing solely with other automotive roles, but with engineering, defence, construction, technology and office-based careers that offer warmth, flexibility and perceived stability.
To compete effectively, the sector needs to articulate a clearer value proposition.
A modern aftermarket career involves advanced diagnostics, electronics, software, data interpretation and increasingly high-voltage systems, alongside traditional mechanical skills. It offers job security, progression and the opportunity to work with rapidly evolving vehicle technologies, from EVs and hybrids to ADAS and connected platforms.
The scale of the opportunity is significant. The Institute of the Motor Industry estimates that the UK automotive sector will require tens of thousands of additional EV-competent professionals by 2030, particularly across servicing, diagnostics and compliance. Yet fewer than 20 per cent of the current workforce is fully qualified to work safely on EV systems, highlighting both the urgency of the skills gap and the opportunity for higher-value, future-proof careers.
Despite this, the way the industry talks about itself has not always kept pace with the reality of the work.
As garage owner Jenny Price of James Price Garage has observed, recruitment challenges are often driven by perception rather than reality. Today’s technicians are not simply mechanics, they are electricians, software users, systems diagnosticians and problem-solvers operating in increasingly complex environments. That reality needs to be reflected more clearly across education, recruitment and public messaging.
Language, leadership and long-term relevance
Language plays a powerful role in shaping perception. Other industries moved away from outdated stereotypes by modernising how roles were described, without losing authenticity. The aftermarket has the same opportunity. Positioning roles around technical expertise, diagnostic capability and systems thinking more accurately reflects the skills required to keep modern vehicles safe, compliant and operational.
This is not rebranding for its own sake. It is about aligning language with reality.
The importance of getting this right extends beyond recruitment alone. The automotive aftermarket is a critical part of the UK’s national infrastructure. During the COVID-19 pandemic, garages and bodyshops were formally recognised as key workers, remaining open to keep essential vehicles, including emergency and healthcare fleets, operational.
As vehicle technology continues to evolve, that responsibility will only increase. Without coordinated action on skills, perception and career pathways, the industry risks a growing talent bottleneck, one that could impact vehicle safety, supply chains and wider economic resilience.
Other sectors succeeded because employers, trade bodies, education providers and government worked together to tell a consistent story. The aftermarket has the same opportunity. The challenge is not a lack of careers. It is ensuring the next generation can clearly see them, understand them and believe in them.
