The “proud to be professional” campaign will seek to highlight the link between the recognition of individual professionalism and improved business performance and look to encourage more youngsters to become automotive apprentices.
The IMI said that recognition of a person's professional status, through membership of a professional association or an accreditation scheme, had a demonstrable positive impact on morale, productivity and performance.
The campaign will highlight the issue of accreditation alongside promoting automotive training schemes as a credible alternative to higher education.
Sarah Sillars, IMI chief executive, said: “With rapid vehicle evolution, a shifting retail landscape and intense scrutiny from consumer groups, a robust and respected retail motor sector of the future will depend on equipping people with a whole new range of advanced skills who understand the importance of ethics.
“This means attracting, developing and retaining young people who have got what it takes and highlighting the value of a professional vocation.”