Toyota (GB) partners with the IMI in campaign to promote automotive careers

Toyota (GB) has strengthened its partnership with The Institute of the Motor Industry (IMI) as part of the There’s More to Motor campaign. Using authentic voices from the Toyota and Lexus retail network, the latest initiative –You Make the Future Move – aims to inspire and inform the next generation as well as their parents and carers, by highlighting real-life career journeys and industry pathways.

A series of short and long-form videos, produced by DMS Media, tell the story across three pillars: Make the Future Smarter, Make the Future Safer, and Make the Future Cleaner. These are being featured on a range of digital platforms, including TikTok, Meta and LinkedIn.

One of the stars of the campaign is Dhruv Patel, from Toyota (GB), who relates how he progressed from being an apprentice to a full-time data scientist, challenging outdated perceptions of the motor industry. His story can be viewed here: Dhruv Patel – IMI

Six other Toyota and Lexus network employees also tell their career stories, with two of the videos including parents’ views.

• Jill Moore, CLV Data Manager at Stoneacre Motor Group
• Faye Murphy, Test Drive and Handover Specialist at Stoneacre Toyota Durham
• Roksana Askor and Vicki Fowles, Sales Specialists at Lexus Woodford
• Shanika Reid, After Sales Manager at Lexus Leeds
• Stuart Armstrong, Sales Manager at Vantage Toyota Leeds

Emma Carrigy, Head of Research, Careers and Inclusion at the IMI, said: “Industry partnerships like this play a vital role in showing young people and their influencers that the automotive sector is rich with opportunity, innovation and purpose. By putting real people and real stories at the heart of There’s More to Motor, we’re making these pathways more visible and relatable than ever. Toyota’s commitment to showcasing genuine career journeys demonstrates the power of authenticity in inspiring the workforce of tomorrow.”

Carolyn Bundey, Senior Manager Network Performance, Toyota (GB), added: “We are proud to continue our partnership with the IMI as we jointly work to attract fresh talent into an industry that is undergoing rapid transformation. Our collaboration with the IMI highlights one of our core commitments: investing in people. The latest campaign celebrates the real-world voices behind Toyota’s success.

“These stories reflect not only the variety of roles available but also the personal passion, resilience and pride that drive our teams every day. The individuals featured in the campaign demonstrate that automotive careers are not only diverse; they are also deeply rewarding. Their journeys, from apprenticeships to leadership roles, show young people that there is a place for every skillset and passion within Toyota and Lexus. We hope these voices resonate with young people and the influencers who help guide their career choices.”

For more information about the IMI visit here.

ENDS