The increasing digitisation of the car retail market is driving auto executives off the forecourt and, in at least one case in the North East, into universities.
A group of senior executives from leading car brands across the region joined together on campus at the University of Sunderland to shake off the stereotypes of camel coated dodgy geezers, and promote a high tech career path to future graduates.
Technology is driving the major shift in terms of online sales, digital marketing, customer engagement and a global demand for electric cars, and the industry anticipates a significant transformation of the sector within the next five years, with a need to succession plan for personnel with multi-skills from customer relations, servicing and operational management to agile digital-client management.
Dr Derek Watson, associate professor in cultural management at the University of Sunderland, said: “Our discussion with senior executives from the automotive industry further confirmed that our evolving academic programmes are built around much needed knowledge and skills for executive careers. We are delighted to have opened up a reciprocal working relationship, in which our students can gain live business exposure and in return provide the automotive industry with innovative solutions and access to our graduates, who can deliver much needed impact, in a highly competitive world.”
Anthony Rockingham, managing director of Croxdale Group, Richard Hyde, head of business of Lookers Audi, and Billy Upton, general sales manager of Stoneacre Newcastle, met up with representatives from the University’s Faculty of Business, Law and Tourism and careers service (Sunderland Futures) to explore potential collaborations in digital marketing, placement opportunities and career progression.
Upton, of Stoneacre Newcastle, said: “The motor industry is changing at a rate of knots and not enough has been done over the past 10 years to prepare us for the next 10 years. Meeting with the university staff was a huge eye opener for me, and we discussed many ways that university could be used as a partner in finding our industry the next batch of employees. Exciting times lie ahead!”
