Author: Charlotte Vowden
Images: British Motor Museum/StarterMotor/HERO-ERA
Charlotte Vowden asked members of the automotive community to share their thoughts on inspiring the next generation of drivers.
Stephen Laing, Head of Collections & Engagement, The British Motor Museum
“Not long after I joined the museum, an elderly lady asked me if she could look inside a vintage Wolseley. I let her sit inside and before long tears welled up in her eyes. ‘Don’t worry,’, she said catching my slightly awkward expression, ‘these are happy tears. I had my first kiss in a car like this.’ She pointed. ‘And see that chap over there, he’s my husband – and it wasn’t with him! And I haven’t told him either!’
That moment left a huge impression because it shows how museums can enable people to discover, or rediscover in this case, personal connections with cars. That’s why we are always striving to create that spark of engagement for our younger visitors.
I find it so inspiring to see a teenager, who has perhaps struggled in the school environment, fully immersed in one of our STEM activities. It’s amazing to witness someone realise they can become something such as an engineer or designer. The same goes for when I see a work-experience student in awe of an activity that’s taking place in our Vehicle Workshop with such an eagerness to get hands-on themselves, or when a group of ten-year-olds tumble out of a classic saloon from the collection, excited by the trip they’ve just taken in a ‘really old car’.
Museums such as ours have a powerful role not only in nostalgia but as catalyst for new interests for our youngsters and we do what we can to make the museum’s impact as far reaching as possible. For example we hand STEM kits out to families at a local food bank. When I chat to families who visit us it’s always nice when a parent tells me they once visited on a school trip and are returning with their own littles ones. The British Motor Museum is a colourful, accessible and, above all, fun space to be in.”
Steve Cootes, General Manager, StarterMotor
“It might surprise you to hear that the classic and historic car world isn’t something that will just run forever on autopilot. In fact, the average age of people working in the sector – around 110,000 across the UK – is over 55. That means we need to bring in fresh energy, new ideas, and yes, a new generation of enthusiasts to keep the wheels turning.
And here’s the thing: it’s not just about spanners and grease. Sure, there’s amazing work to be done restoring and maintaining these cars, but the sector also needs creatives, organisers, and entrepreneurs. Think marketing, event management, auctioneering, insurance, sales, and a whole bunch more.
I’ve been lucky enough to work in the automotive world for the past 40 years, and I can honestly say there’s nothing else quite like it. The variety of roles is huge, but what really stands out are the people. There’s a real sense of community – open, enthusiastic, welcoming – that you don’t always find elsewhere.
Take Gracie, for example. She’s now our Marketing and Events Specialist at StarterMotor. She grew up tinkering with her family’s Austin-Healey Sprite and got involved as a StarterMotor Ambassador while at university. What pulled her in wasn’t just the cars, but the people, many of whom are now her closest friends. That’s the kind of magic this world has to offer.
So, what would I say to a Gen-Zer thinking about dipping a toe in? Simple: get out there! Whether it’s racing, rallying, joining a car club, or volunteering, there’s space for you. Volunteering, by the way, is a brilliant way to start – low pressure, loads of fun, and it gives you the chance to figure out where your passion lies.
There are also new initiatives making the scene even more inclusive. Motorsport UK recently launched the Inclusion Hub with support from Mission44, the charity founded by Sir Lewis Hamilton. It’s designed to connect young people from all walks of life with opportunities in grassroots motorsport, helping them find roles that fit their skills and ambitions.
If any of this sparks your curiosity, why not take a closer look? Head over to www.startermotor.co, sign up for Motorvate (our monthly newsletter), or just drop us a line. Gracie and I would genuinely love to hear from you, and who knows, this could be the start of your own journey in the classic and historic car world.”
Tony Jardine, Rally Driver and Communications Director, HERO-ERA
“As soon as HERO-ERA landed at Bicester Motion, we became even more aware of the plight that the Historic Motoring Industry faced trying to encourage new blood into the industry. We commissioned a study from Government experienced Cebr to assess the size and importance of the industry, including apprentice support, which was revealing. The industry is twice the size of the Scottish whisky business and nearly as big as the entire UK ports industry.
It certainly sparked us into gear. We have since worked with the charity Starter Motor and the Heritage Skills Academy, not just to help bring the youngsters into the business, but to drive or navigate in our events, as well as officiate or help prepare cars. We have encouraged and created spark moments for many, particularly those who have used of our Arrive & Drive cars.
This had become such a positive programme that we launched an event called Rally for the Ages, which is a one-day regularity rally which offers free entry for teams with a combined driver and co-driver age under 70; we have we have enjoyed awarding top podium sitters as young as 12! The event also offers each participating vehicle to opportunity to fill their tank with SUSTAIN’s sustainable fuel.
In the case of one 15-year-old who was wondering if getting involved in historic motor sport was worth it, I asked her what activities she had already experienced. She cited sailing and karting, but told me it didn’t really do it for her, and asked what challenges rallying may offer, and in particular navigation. I explained that the navigator was not just the hub of the team, but the guiding force that could achieve success – far more than the driver. I urged her to enter Rally for the Ages, which she did and loved it, going on to become a successful competitor on the national scene.
Not content with Rally for the Ages, we started the Bob Rutherford Historic Rally Scholarship for Young Navigators in association with Motorsport UK. Bob sadly died when on a recce for us, but he was passionate about bringing on young talent, hence the name. With help from the HCVA, we’re determined to encourage the young into the industry. To help bring the average age down in Historic Motoring events. HERO-ERA offer anyone under the age of 35 entering any of our events a 30% discount.”
What advice would you give to young classic enthusiasts? Let us know in the comments below.
