Ten Questions – Steve Cootes of StarterMotor

The classic and historic vehicle sector is undergoing some pretty gargantuan changes at the mo, and now more than ever we need to encourage the young’uns to get involved in this wonderful world we call home. Well, that’s where StarterMotor comes in. The only charity solely focused on introducing the next generation to historic motoring, careers and events, Bicester-based StarterMotor’s purpose is to promote access to classic cars and is driven by the prospect of putting these future champions of the industry in the driving seat, under the hood, and fully involved in the vibrant community of historic car enthusiasts in order to bridge any generational gaps.

Like us, StarterMotor believes it’s a place to belong; where friendship, common interest and mechanical fun are self-evident; where things are repaired and not thrown away. StarterMotor is determined to create a future where the past is not only remembered but is also a living, breathing part of our everyday lives. We’re all clearly on the same page and so we thought we’d sit down with StarterMotor’s new GM Steve Cootes to get the low down on a charity that welcomes young people to the historic motoring community by supporting them in their ambitions.

1) Hi Steve, thanks for taking the time to talk to us. The connotations of the name StarterMotor are pretty clear, but as the Charity’s new captain at the helm, and for those not familiar, can you give us a brief overview of what you guys actually do?

In simple terms, the mission of the Charity is to support a younger generation to find careers in the classic and historic car sector. Our target audience is Gen-Z – the demographic cohort aged between the mid-teens and mid-20s. We reach them via direct engagement with schools, running careers events at Bicester Heritage for local schools, as well as visiting schools and colleges to talk about what we do and, with the support of companies based at Bicester Heritage, talk about what opportunities exist in the sector. We also have a group of young volunteers, known as Ambassadors, who represent StarterMotor at classic car events to talk on behalf of the Charity – they’re the true face of StarterMotor.

2) What’s your own background Steve, and what skills are you hoping to bring to the table?

Having joined Ford Motor Company in 1985, I’ve been involved in the automotive industry for 40 years. During my time with Ford, I was lucky enough to work in Detroit, California, Beijing where I ran commercial operations for Ford China, and also held exec positions with Mazda Europe and JLR. Apart from my passion for the automotive sector, I hope I’m able to bring my broad commercial experience to bear on my new role, not least in positioning and building the StarterMotor brand to achieve national awareness to the benefit of attracting the next generation into the classic and historic car sector to work and be an active part of this wonderful community.

3) What do you see as the greatest challenge for the sector and what changes do you hope to implement as General Manager?

StarterMotor was formed to address the fundamental challenge for the classic and historic car sector, namely bringing down the average age of those who own and maintain old cars. In simple terms, there are three things I’m aiming to do: 1) Build awareness of the sector and the welcoming community that exists, 2) Engage a younger demographic and get them involved in owning and enjoying what’s on offer by being part of this community, and 3) Assist this younger demographic to find jobs and build careers in the sector.

4) We obviously have a vested interest in securing the future of historic motoring and as founding members we work closely with the Historic and Classic Vehicles Alliance who too recognise that there is a pressing need for more skilled restorers, repairers and technicians within the industry, but what’s your affiliation with the HCVA and how does that relationship work?

The Charity has been integrally involved with the HCVA to-date, with Dave Withers, my predecessor, being a Board member responsible for advancing activities in the areas of education and skills, one the HCVA’s four strategic ‘pillars’. Dale Keller, the recently appointed CEO, and I have met on a few occasions already, and I look forward to working with him in support of key initiatives to address the commonly acknowledged need to preserve our motor heritage.

5) Some people may be confused between StarterMotor and the Heritage Skills Academy, another big player in the classic vehicles game. Can you explain the differences, as well as how you are both working towards similar goals?

Yes indeed, a good question. The Heritage Skills Academy is an independent company running apprenticeships in the areas of mechanical engineering and coachbuilding. These apprenticeships are dedicated to the classic and historic car sector and are Ofsted-approved, so are recognised for delivering high quality education that is tuned to the needs of employers in the sector. As already mentioned, StarterMotor’s mission is to bring a younger generation into a range of professions in the sector, naturally including mechanical engineering. In this context, StarterMotor and HSA have a ‘hand-in-glove’ relationship, working together, for example, in the areas of schools’ recruitment. In this sense we share the goal of finding young people who have a passion for classic cars and a desire to be involved in renovating and maintaining them.

6) There seems to have been a distinct shift in the past from apprenticeships to university degrees and there was a long-held perception that only a degree provided young people with the best chances of succeeding in life, with students feeling under pressure to go to university. But the tides have turned once more and now apprenticeships seem to hold as much weight as they used to, if not more. How do you view the grand educational landscape in the context of the classic and vintage vehicle sector?

I think it’s fair to say that many young people are turning away from going to university to undertake apprenticeships that deliver the education and training they need to succeed, while providing a regular income and thereby avoiding the financial debt associated with doing a degree. There are six StarterMotor Ambassadors, past and present, who have completed, or are currently studying, an apprenticeship with HSA. They feel they’ve made a great career choice, not only enjoying a wage, but also because they’ve found the work rewarding and see the community they’ve become part of as an extended family. Going forward, I and HSA are keen to see the curriculums offered by Further Education institutions in areas associated with automotive engineering, dovetail with the content taught by HSA, and so ensure that students develop the skills and knowledge needed by employers in the sector.

7) If a young person (or indeed anyone) is reading this and thinks; “Hey, that sounds right up my street”, how can they get involved and what options are open to them? From an individual perspective as well as at an organisational level?

There are clearly many organisations putting an emphasis on attracting a younger generation into the classic and historic car sector. Take Motorsport UK, for example. They have just launched their online ‘Inclusion Hub’ which profiles several businesses and organisations operating across the gamut of professions serving the sector. It’s a busy and potentially confusing landscape to tackle, however, if people go onto the StarterMotor website and write to me via the [email protected] email address, I’ll assist them in finding an organisation who can address their specific needs.

8) There’s clearly a hell of a lot more to StarterMotor than just loaning out a bunch of old classics but for our petrolhead readers out there can you tell us what you currently have on fleet? And which is your favourite?

The profile of the fleet tends to change quite regularly, but I’m particularly fond of the 1934 Austin Seven Speedy Type 75. Also in the pre-war category, we have a beautiful 1933 Singer Nine Tourer, and an Austin 10/4 Clifton, known by the family who have owned it for decades as ‘William’. These cars go beyond mechanical devices that get us from A to B, they are works of art with distinctive personalities. In terms of Post-war cars, we have a 1953 Morris Minor, a favourite of the Ambassadors, and a 1963 Riley One-Point-Five that was registered in 1963, the year I was born.

9) Where do you hope StarterMotor will be in five years’ time, and what do you think is needed to sustain this beloved industry of ours in addition to nurturing and developing heritage skills?

Good question! My vision for StarterMotor is that it becomes the most recognised and supported charity of its kind, based on proven success in attracting and engaging enthusiasts for historic cars among the younger generation. The ultimate goal is to assist them to find careers across a wide range of professions. This is naturally dependent on a healthy, vibrant community, one that has a natural pull for people with a passion to work with and buy classic and historic cars. Though the trend for declining values of pre-war cars demonstrates an imbalance of demand and supply, perhaps this category of vintage cars will become more financially accessible to a younger generation, thereby rejuvenating the community.

10) And last but not least, how do you see the future of the classic vehicle industry as a whole developing over the coming years, and what role do you hope StarterMotor will play in that future?

Another good question! I like to think that I have an inherently positive outlook, so my answer to the first part of the question is that I think there’ll always be a part of society, albeit small, that is intrigued and engaged by heritage products and pastimes. These people are looking for an oasis of authenticity in a modern world full of soulless homogeneity. As outlined, I intend for StarterMotor to be integrally positioned to play a role in protecting our automotive heritage.