In a recent article uploaded in collaboration with one of our key sponsors; Chubb Insurance, hear what General Manager of StarterMotor Charity, Steven Cootes, has to say about the next generation of talent within the industry. Find the original article here.
With the average age of the mechanics skilled in the art of restoring, maintaining and repairing historic and classic cars approaching 60, automotive charity StarterMotor is intent on attracting a new, younger generation to keep this chapter of the UK’s motoring heritage running smoothly for decades to come.
With busy weeks running and promoting StarterMotorsandwiched between frequent weekends representing the automotive charity at historic and classic club events, Steve Cootes, General Manager anda 40-year veteran of the automotive trade, has little time to sit back and admire the classic car artwork on his office walls at the charity’s Bicester HQ. “Until recently I was wearing all the hats and spinning all the plates,” says Steve. “But I was delighted to be joined full-time by Gracie, who has recently earned a degree in marketing and advertising and is now looking after marketing and events, allowing StarterMotor to grow its ability to connect with our ‘Gen-Z’ target audience who occupy YouTube and TikTok, social media channels we’re currently not using.”
Searching for a new generation of classic car enthusiasts
StarterMotor began life in 2016 to meet a pressing need for a new generation to get involved in the historic and classic car sector. There are over a million historic and classic cars registered in the UK says Steve, with around 113,000 jobs depending on the sector, including positions in mechanical engineering, restoration, events management, journalism, and sales. “Unfortunately, it’s an ecosystem that will decline if the next generation do not catch the classic car ‘bug’ and we don’t train the technicians and restoration experts needed to keep these old cars running,” Steve warns.
It starts with awareness
It’s a decline that StarterMotor intends to reverse with three broad objectives. “We aim to build better awareness of the historic and classic car sector amongst the younger generation; help build the community and show people how connected, engaging and enjoyable it can be; and thirdly, our ultimate aim is to bring a younger generation into jobs in the sector across a range of professions,” explains Steve. “It is not our role to organise apprenticeships but we absolutely do work closely with organisations like Heritage Skills Academy who deliver outstanding apprenticeship programmes, and other educational bodies such as the Buckinghamshire College Group, Activate Learning and the British Motor Museum. We want to assist the younger generation to get the work experience they need and ultimately help them find work and build careers in the sector.”
Over 8,000 new recruits
StarterMotor has already delivered some impressive achievements over the nine years the charity has been running. Good connections into local schools and colleges have engaged over 8,000 14–25-year-olds to date in the Oxfordshire area, while there has also been strong representation at numerous historic and classic car events, attending 20 plus annually. In addition, the StarterMotor Ambassador programme is thriving says Steve: “We have had 50 young ambassador volunteers past and present representing StarterMotor. With a demographic profile that mirrors our target audience, they are best placed to promote the benefits of being part of the historic and classic car community, representing the charity at events and helping to maintain our historic vehicle fleet and supporting career presentations at schools and colleges.” One of these Ambassadors is 15-year-old Emily who has recently recommissioned her father’s MG Midget and is currently getting stuck into a barn find 1952 Morris Minor. “StarterMotor has given me connections and opportunities I would never have had access to otherwise. It has also introduced me to a community of StarterMotor Ambassadors I am able to call family,” says Emily.
Build the brand
Looking ahead, Steve is clear about the direction he wants to steer StarterMotor. “Establishing a strong, clear and differentiated brand for StarterMotor is important to ensure we are nationally recognised and renowned for what we do, acting as a passionate supporter for young talent coming into the industry and helping to find the opportunities they need. That objective also depends on attracting private and corporate support which is where the partnership with businesses like Chubb is so important to us from both a funding perspective and through the power and reach of their own brands.”
Having supported StarterMotor since 2019, Chubb is delighted to play a role in safeguarding a vital part of the UK’s motoring heritage. “With our long experience in the insurance of all types of vehicles, the historic and classic car sector has always been a passion and we want to help preserve the industry’s future,” says Stephen Vaughan, Head of Personal Risk Services Europe, Chubb. “No one wants to see these beautiful and interesting cars disappear from our roads and with them a whole community, which is why StarterMotor’s goal of getting young people enthused and involved is such a critical initiative and one we are proud to support.”
Get involved
Want to get involved with StarterMotor? “Whether you’re a young person looking to find opportunities in the sector, a business who would like to explore ways of partnering with us, or perhaps an owner of an historic or classic car, please head to our website or email info@startermotor.co. We’d be delighted to hear from you,” says Steve.