AUSMASA Chief Executive Dr Gavin Lind said the research was undertaken to assist the broader industry to address workforce challenges and skills shortages. 

“This research examines the perceptions of automotive careers, the barriers to attracting, engaging, and retaining a skilled and diverse workforce, and highlights opportunities for enhancing workforce sustainability,” he said. 

“The research has provided informed insights into how we can promote the automotive industry as a viable and exciting career choice to young people, including Generation Z, females, First Nations individuals, and people with disabilities. 

“The findings reveal opportunities for the industry to engage and retain young talent by addressing knowledge gaps around what it’s like to work in the automotive sector.”

As part of the research, high school students, career starters aged 17 to 25, and current automotive industry workers were surveyed. Automotive industry bodies, training providers, employers, current workforce, career advisors and advocacy groups were also interviewed to draw together insights on how best to attract and retain automotive tradespeople. 

The research highlighted three key areas needing targeted action – attraction, engagement, and continued support. 

Attraction barriers: Outdated perceptions of the industry as low-tech, male-dominated, and physically demanding deter diverse talent, including women, Indigenous Australians, and individuals with disabilities. Limited awareness of career pathways and hands-on learning opportunities further restrict entry. 

Engagement challenges: Mismatched expectations and limited exposure to emerging technologies hinder engagement. A lack of structured support and mentorship exacerbates these issues. 

Retention issues: The absence of clear career progression, limited professional development, and financial constraints in smaller workshops contribute to high attrition rates, particularly among apprentices and skilled workers. 

Other key findings: 

• There’s a clear gender disparity in interest towards the automotive sector. Among high school students, male interest remains consistently high, at around 55 to 59% across years 7 to 12, while female interest ranges between 22 to 29% at different points in their schooling.  
• The appeal of automotive careers varies by location. For example, 72% of regional males in years 11 and 12 have considered working in the automotive industry, compared to 56% of their metropolitan counterparts.  
• First Nations people are much more likely to find a career in the automotive industry appealing compared to the broader population. Among First Nations high school students, 56% find a career in the automotive industry appealing, well above the 30% of all high school students who felt this way. Similarly, for career starters of First Nations origin, 47% find the automotive industry appealing, compared to 28% of all career starters. 
• Both high school students and career starters are interested in exploring new technologies, particularly in areas related to electric vehicles (EVs) and advanced vehicle technologies. 
• Among high school students, 58% consider the automotive industry crucial to the Australian economy, with 50% also acknowledging its role in achieving net zero climate targets. Career starters reflect a similar sentiment, with 57% identifying the industry as important to the economy and 52% acknowledging its role in achieving climate targets. 

“By addressing barriers to entry, enhancing the industry's image, and promoting inclusivity, the Australian automotive industry has the potential to attract a new generation of skilled workers who can drive the sector forward,” Dr Lind said. 

“Key to achieving this will be the delivery of more structured, informative, and consistent communication about automotive career paths, engaging with young people throughout high school and beyond.” 

Please email us at media@ausmasa.org.au for media enquiries or to invite our CEO, Dr. Gavin Lind, for an interview or guest speaking opportunity.