Bentley and Ford communication teams become first manufacturer members of MICA

Membership packages for other established communication professionals, industry newcomers and students now available from to join first masterclass (free to members)

Following its successful summer launch at Bicester Heritage, MICA has signed up manufacturer communication teams as its first members.

Bicester Heritage attendee Mike Sayer, Bentley head of product communications, submitted the first membership application for 10 colleagues immediately afterwards.  The Ford communications and public affairs team became the next new members.

Bentley director of communications, Wayne Bruce, said: “We are delighted to be supporting MICA from the outset. The motoring communications industry is a close-knit family, and an organisation bringing us all together brings only positives. The whole communications team at Bentley is looking forward to working with MICA and its members in the coming months and years, to share experiences, knowledge and stories and – of course – everyone’s wonderful products.”

MICA membership, which includes access to its masterclass series, is now open at  Corporate membership rates are available on request from

First MICA masterclass

In answer to members’ calls for MICA to prioritise training and networking, the group is drawing up a series of masterclasses led by industry leaders and exemplar practitioners.

The first in November will advise on best use of broadcast platforms, with keynote by Top Gear and The Grand Tour producer Andy Wilman.  The masterclass will chart the medium’s transition from terrestrial to digital, and consider the expanding opportunities for auto brands presented by YouTube, influencers and vloggers.

Andy boasts over 20 years’ experience at the pinnacle of bringing automotive content to a mass audience, from re-launching Top Gear on BBC TV in 2002 before executive producing The Grand Tour for Amazon Prime online.

Andy will take MICA members through the highs, lows and pitfalls of bringing their stories on-screen, before handing over to Carwow’s Iain Reid and film director Stephen Mizelas.  Founded in 2011, Carwow is a comparison site and content destination – helping 12 million users to find the best new car, compare offers and buy directly from dealers.  Stephen Mizelas specialises in STEM-subject films, especially in the motor industry where his work has featured McLaren, BMW, Lotus and MINI amongst others. He has filmed in Egypt’s pyramids, on the Utah salt flats and in Ron Dennis’ office!

Mark Harrison, MICA chair, said:  “Our inaugural masterclass starts with one of the most fragmented channels MICA members have to get to grips with.  From BBC and ITV to cable, satellite and today’s online channels, how can brands decide their value, make inroads and build relationships?  MICA is uniquely placed to deliver targetted training for auto communicators, thanks to authoritative supporters in Andy, Iain and Stephen.”

MICA’s second master class will analyse post-pandemic communications and learnings from the Covid hiatus, including presenters representing auto shows, motorsport and commercial lawyers Capital Law.