UK Volume 21 Superbrands UK Annual Vol.21 With over 45 years’ experience , Green Flag provides breakdown cover 24 hours a day, 365 days a year . Its ambition has been to revolutionise the breakdown market by utilising a network of service providers throughout the country. This innovative and efficient model provides a high-quality service for customers Market Green Flag is the UK’s third largest breakdown brand (Source: Based on independent research by Consumer Intelligence, September 2020, survey of 1,015 policy holders). The market has grown in recent years but is increasingly under pressure from new players. Green Flag works with a flexible, nationwide network of local garages, providing a high-quality service for customers. Product Green Flag is a challenger brand that aims to keep people moving with smart solutions and meeting their motoring needs. Rather than relying on a fleet of owned vans, Green Flag partners with a smart network of specialist local mechanics up and down the country and in Europe, allowing them to provide a more agile service. Green Flag believes that by not operating a fleet of owned vans also creates an efficient business model, eliminating costs, and allowing savings to be passed on to customers. By not deploying a one size fits all model, Green Flag’s network is flexible and adaptable. It also means that rescue vehicles are not kept on the road when they aren’t needed and Green Flag can partner with the closest and best equipped mechanic to the customer to get them moving again. This can include the provision of hire cars and taxi services. Achievements Customer satisfaction is key to Green Flag’s success. Its Recovery Plus product has received a five-star Defaqto rating in 2020. Furthermore, Green Flag ranks highly in a range of UK Customer Satisfaction surveys, results that are supported by its strong Trustpilot scores with an ‘excellent’ rating. Green Flag has also won Best Direct Breakdown Cover Provider at the Your Money Awards in 2018 and 2019 as well as having a Net Promoter Score (NPS) of +76 from customer satisfaction surveys on claims. Recent Developments Since launching in 2015, the Green Flag ‘Rescue Me’ app has been integral to the innovation of the rescue experience as consumer behaviour changes. Through the app, customers can register a call for help and track their technician. This helps Green Flag keep connected to broken down drivers and ensures that customers are kept informed and in control. The app itself has an NPS of +78 and registered 10% of all breakdown claims in 2019, a figure that is expected to increase year-on-year. As the world of motoring changes with the rapid development of vehicle technology and ownership preference, Green Flag continues to innovate its products and challenge the industry norm through its challenger brand approach and in 2019 launched the Green Flag online shop selling products that meet motorists’ needs. Due to the Covid-19 pandemic, Green Flag has also recognised that NHS workers across the UK are heavily relied upon and offered free rescue for all NHS staff during lockdown and now offer discounts on breakdown cover as a way of saying thanks for all their incredible work. Promotion Thinking differently has always been Green Flag’s approach since its beginning in 1971, built on the ambition to revolutionise the breakdown market. In 1994, it became the first ever brand to sponsor the England football team, which ran until the 1998 FIFA World Cup. Green Flag began as an idea between two friends above a fish and chips shop DID YOU KNOW? Nationwide, 1,700 rescues a day are attended to (based on Green Flag rescue data, for the last 12 months) DID YOU KNOW?