MEDIA RELEASE

‘The devil is in the detail’

New Morelli Group Training Academy, opened by Andy Street, Mayor of the West Midlands, delivers IMI accredited training

18th September 2019 - Morelli Group has invested in a new Training Academy in Coventry – to teach professionals and enthusiasts the perfect way to add the finishing detailing to their vehicles!  The Academy was officially opened by Andy Street, the Mayor of West Midlands, during a visit to the branch earlier this month.

Detailing is the practice of cleaning and finishing a vehicle to bring it up to showroom standard and has grown massively in the UK over recent years on the back of popularity in the USA. Responding to this demand, Morelli Group chose its Coventry branch, off Stoney Stanton Road, as its new training hub, and plans to run a series of courses on ‘detailing’ through its sister brand, Slim’s.

The site will also house the second Slim’s Detailing shop, to despatch orders for its online business to customers globally. The other Slim’s Detailing shop is in Enfield, North London.

Andrew Moring, Slim’s Marketing Director, said Coventry was the perfect location for its new Training Academy. “Our Detailing business started in 2014 and as well as selling products online to automotive professionals and car owners to carry out detailing on vehicles, there was a growing call from customers to learn how to use the products properly.  We, therefore, teamed up with the Institute of the Motor Industry (IMI) to establish an accredited detailing course.

“We launched a three-day course which runs three times a month and it made sense to create our own Training Academy to deliver the programme in a bespoke detailers environment. It also means we can add more courses for detailing professionals and enthusiasts as the popularity of detailing continues.

“Our courses are aimed at a mix of automotive professionals along with keen car enthusiasts who are looking to either restore a vehicle or keep the one they have in pristine condition. We are also seeing growing interest from younger car owners. For many of them their car is the biggest investment they have made to date and they are keen to add accessories and make sure their car is in perfect condition to protect that investment.”

Andrew added: “Now the training centre is officially launched, we will look to offer more courses such as one-day workshops on individual elements of detailing, which we are constantly being asked for.

“This is a significant investment into Coventry and will lead to new employment opportunities.”

Andy Street, the Mayor of the West Midlands, said: “The West Midlands is the UK's leading automotive region employing more than 46,500 workers, and so it is great to see another company putting its faith in us with fresh investment.

“I wish Morelli every success and I am sure the company's confidence in Coventry and the West Midlands will be rewarded with further growth.”

Phil O’Neil, IMI added:  “There is no question that there is increasing demand for detailing to add value and create a lasting impression for vehicles.  We were, therefore, delighted to work with Morelli Group to create the IMI accredited detailing course and look forward to supporting the business as it creates new courses in the future.”


Pictured (left to right): Ruth Moring-Beale (National Sales Director), Andy Street, Andrew Moring (Marketing Director)