Driving the Future: AWE25 returns with the AA as headline partner

A year on from the successful launch of the inaugural Automotive Work Experience Week (AWE) the automotive sector is coming together this week for AWE25 (7th to 11th April.) Now in its second year—AWE continues to gain momentum, and this year it launches with a major boost as The AA joins as headline partner.

The initiative has also grown—evolving into National Automotive Careers Week - and while this expanded campaign continues to champion work experience it now takes an even broader view: highlighting the vast and dynamic range of careers across the UK’s automotive aftermarket.

Spearheaded by School of Thought Automotive, in partnership with the Institute of the Motor Industry (IMI) and Autotech Academy, AWE25 is building powerful momentum in its second year. But the message is clear: there’s still work to do.

The AWE movement was created to tackle the industry’s growing skills crisis head-on. By opening doors to young people aged 16 and under through real-life work experience, the programme offers a tangible route into the automotive world and aims to ignite interest and passion in the next generation.

In the lead-up to AWE, the IMI Jobs Portal—through a collaboration between School of Thought Automotive, the Institute of the Motor Industry (IMI), and Autotech Academy—was enhanced to offer work experience placements for the very first time.

With nearly 100 placements already pledged by businesses eager to invest in the future the portal went live in schools across the UK, last month, giving students under 16 unprecedented access to real-world opportunities in the automotive industry. From workshops to cutting-edge tech roles, employers are beginning to show real commitment to shaping tomorrow’s workforce.

But this is just the beginning. AWE25 is a call to action for more automotive employers to step forward and pledge placements. Whether they can offer a day, a week, or an ongoing opportunity, every experience counts—and the portal remains open all year round.

“This year, with The AA backing the campaign as headline partner, we’re sending a clear message: work experience is not a ‘nice to have’—it’s essential,” comments Dave Reece, founder of School of Thought Automotive. “We need to connect with young people before they make decisions about further education. The only way we can change perceptions about our sector is by opening the door and letting them in.”

“The automotive industry is evolving faster than ever and raising awareness of the exciting career opportunities within it is crucial. As the headline partner for National Automotive Careers Week 2025, The AA is proud to support initiatives that inspire the next generation to enter the sector,” comments Thomas Smith, Customer Performance Manager, the AA.

“This partnership is also a fantastic opportunity to showcase The AA brand as a leader in the sector. We are dedicated to being Always Ahead of the curve, adapting to new challenges, embracing innovation, and shaping the future. By leading the way, we aim to inspire the next generation and ensure the future of automotive remains bright, dynamic, and full of opportunity.”