IAM appoints new CEO

12.00 | 20 January 2015 | | 1 comment

The Institute of Advanced Motorists (IAM) has appointed Sarah Sillars OBE as its new chief executive officer.

Ms Sillars has more than 25 years’ experience within the motor and retail sectors. She began her career with Marks & Spencer before moving into the automotive sector with spells as CEO and executive chair of the Institute of the Motoring Industry (IMI).

Ms Sillars was named Industry Personality of the Year 2004 and received the industry’s Outstanding Achievement Award 2006. She was also listed in the UK motor industry’s most influential top 10 and named the ‘most powerful’ female executive in the 2007 AM Power List.

She was awarded an OBE in June 2008 for services to skills training and the retail motor industry.

Ms Sillars’ brief – as she returns full-time to the automotive sector – is to improve driving and riding skills and campaign for legislation to improve road safety. She will take up her new role on 5 February.

Sarah Sillars said: “The IAM has played a unique part in lowering the numbers of people killed and injured on UK roads. I am very proud to be appointed their chief executive.

“With more than 1,700 deaths and 21,000 serious injuries a year on our roads there is still much work to be done.

“My intention is to ensure that we consolidate our experience and expertise, and then change up a gear – to further build on the excellent and vital research, training and lobbying activities that we carry out. We will change opinions, driving habits and legislation.”

Alistair Cheyne OBE, IAM chairman, said: “Sarah is the perfect person to drive the IAM into a new era. She has the skills, background and experience to help the IAM achieve its goal of becoming the best provider of post-licence driver and rider training in the UK.”

The IAM was formed more than 50 years ago and has more than 90,000 members. It provides independently audited driver and rider training, including the advanced test.


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    What advanced driving qualifications does the new CEO hold? All the people that provide training in our IAM group have at least one. The last regional manager from Chiswick for our bike group didn’t even have an ordinary bike licence………

    Bob Langford Coventry
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