SMMT, Paul Everitt, whose job may not be easy at present, but who
clearly relishes the challenge
This January Paul Everitt was appointed as chief executive of
the Society of Motor Manufacturers and Traders (SMMT). It must have
seemed that he was handed a poisoned chalice as the UK automotive
industry, long buoyed up by record sales, was almost immediately
hit by a perfect storm of an international economic recession.
Go deeper with GlobalData
Access deeper industry intelligence
Experience unmatched clarity with a single platform that combines unique data, AI, and human expertise.
The SMMT also faced challenging legislation in the shape of new
European CO2 regulation, a new automotive industry code of practice
for service and repair, a build up to changes to the block
exemption due in 2010, not to mention the tricky task of organising
the British International Motor Show and the Commercial Vehicle
Show.
He also stepped into the shoes of his predecessor Christopher
Macgowan, who had been the society’s chief executive since 1999 and
who had earned for the SMMT much respect and authority – not least
in the lobbies of Westminster.
But Everitt admits to liking a challenge – as well as an abiding
love of the motor car. He also brought with him wide industry
experience that will prove vital in allowing him to achieve his
self-proclaimed objectives. These are: increasing the efficiency
and effectiveness of the SMMT; increasing its influence in policy
debates; improving its image and profile throughout the automotive
sector and building upon its existing membership.
Training for the top
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataBorn in Bethnal Green in the East End of London, Everitt moved
to Upminster, Essex at an early age, and attended Ardley Green
Technical College and later the University of Kent where he gained
a degree in Management Sciences in 1984.
He left university with “no idea what I really wanted to do” so
joined his family’s furniture manufacturing business for a period
of six years. Ambition to carve his own career prompted him to move
on and he joined the British Road Federation in 1990, firstly as a
project officer and later as deputy director of its public policy
and media campaigns.
This was a time of nascent environmental awareness and Everitt
found himself in the forefront of challenging encounters such as
the Newbury Bypass campaign. “As a youngster new into the sector it
was an interesting experience to see the activities of
environmental groups up close. Nevertheless, it gave me a good
understanding of green issues – and how they can impact on all
sides of society and all viewpoints.”
In 1998 he joined the SMMT, initially as head of policy and
later as head of communications, economics and policy. During this
initial period with the society Everitt played a major role in
launching and developing the motor industry sustainability report
and the annual CO2 report. He also took a lead on a range of
high-profile policy campaigns including the End of Life Vehicle
Directive, the block exemption, and the Climate Change Levy. He
also supported the Automotive Innovation and Growth Team, helping
to establish the Low Carbon Vehicle Partnership and the Vehicle
Industry Policy and European Regulation group (VIPER).
It was also a torrid time for the SMMT as the Consumer
Association’s so-called “Rip-off Britain” campaign tore into the
way that new cars were priced, with the society having to face down
intense criticism of the industry. By deterring the public from
buying new cars for a time, the campaign had a serious impact in
the residual values of leased vehicles and caused much strife and
loss in the sector.
During this exceptionally testing time Everitt worked closely
with Macgowan. “Although Christopher often faced much criticism, he
was very good as managing relationships under those circumstances.
Often we adopted a two-step approach with either him or me being
the ‘good’ or ‘bad’ cop.”
It was also, however, a turning point for the SMMT which re-thought
its position and, as a consequence, became more involved with
government in solving the industry’s problems. “As a result,”
Everitt explains, “the SMMT began to manage several government
programmes and was fully committed to engaging in the search for
solutions and new ways forward for members, which, with around 10
per cent of total UK output, represent the country’s largest
manufacturing sector.”
Comings and goings
In 2005 Everitt left the SMMT to work for the Society of British
Aerospace Companies (SBAC) as director of civil air transport and
communications with the aim of devising and implementing a major
change programme. “The challenge,” he says, “was about re-inventing
a trade association and the way it engaged with its members. The
SBAC was something of an ‘old club’ apparently run for the benefit
of a limited number of sector players and slightly out of touch
with the current marketplace.”
During his four years there, Everitt helped launch the world’s
first Sustainable Aviation strategy and establish the pro-aviation
campaign, FlyingMatters. During 2006 he oversaw SBAC activities at
the Farnborough International airshow and helped promote UK
companies at a range of major international events. He also
developed ways of engaging with member companies, listening to what
they said and responding to them. “As a result,” he says, “we were
reasonably successful and we achieved a consistent and steady rise
in membership during the period.”
In 2007 Macgowan announced that he would like to retire from the
SMMT. Everitt says: “I wasn’t especially looking to change jobs –
but executive jobs in trade associations do not come along very
often and the prospect was exciting.”
The automotive industry to which he returned had undergone a
transformation over the previous decade. “Whereas in the late 1990s
Vauxhall and Ford were the dominant forces in UK car manufacturing,
the Japanese and German carmakers had moved in and brought
significant change. The UK now has the widest car production base
of any European country with some nine mass producers operating
here and exports running at around 75 per cent of production,”
Everitt notes.
At the same time, the UK’s production plants are increasingly run
by younger executives with international automotive experience, as
the UK has become an important base for those with global career
aspirations. “Most managing directors and senior executives I
meet,” Everitt confirms,” are closer to my age than was previously
the case.”
Working with government
Since joining the society Everitt has determined to bring about
change that will reflect the ever-moving automotive marketplace.
“It is absolutely no criticism of Christopher,” he says, “but
rather an acknowledgment that the future will be different to what
went before.”
Apart from working to influence the new CO2 regulation (“we
can’t afford to get it wrong”), Everitt argues that his top
priority is “early contact with the newly appointed Transport
Minister, Geoff Hoon”. He also sets a high priority for lobbying on
behalf of commercial vehicles upon which the European Commission
has “set its regulatory sights” and he vows to continue working
closely with the two principle European auto manufacturing bodies,
ACEA and CLEPA. “However, our natural lobbying links,” he says,
“are with the UK government and UK members of European
parliament.
He is proud that the SMMT-organised British Motor Show held in
London’s Docklands earlier this year was a success – with a 14 per
cent increase in footfall compared to the 2006 event. The show
hosted some 23 global debuts and a total of 600 cars and 60 vehicle
manufacturers.
“Cars are fabulous things in their own right,” he states. “They
bring social advantage and have developed and improved hugely in
recent years. They are crucial to most people’s lives and as such
they should be encouraged. We should be proud of what the motor
manufacturers have achieved – and none more than in the UK.”
Everitt brings an enthusiastic approach to his job and industry.
He has a fresh and modern touch and is hopefully the “man for the
moment” as the UK motor industry faces unparalleled challenges in a
worsening economic recession.
He lives in Hackney, London, with his wife and two daughters, 12
and 15. He plays golf “when he can” and watches Arsenal when
possible. He can’t stand gardening, which he leaves to his wife –
but is completely happy driving his car, a Jaguar.
