uk.superbrands.com Superbrands UK Vol. 24 Market The AA has been on the drivers’ side since its inception in 1905. As the UK’s leading motoring organisation, anticipating drivers’ needs, campaigning for their rights and being at the forefront of bringing enjoyment to driving, is at the heart of the organisation. The AA has the largest UK market share across its consumer and B2B Roadside Assistance business. Remaining true to its progressive spirit, The AA has continually innovated and evolved to become the UK’s preeminent driving support brand, offering expertise across multiple driving services. Achievements As the UK’s number one breakdown service, The AA has more members than any other breakdown provider (Source: The AA Limited Mid-Year Update, July 2024). It also has more expert and dedicated patrols who attend and repair a greater number of breakdowns than anyone else (Source: The AA Annual Report and Accounts 2024 /RAC Annual Report and Financial Statements 2023). History On 19th June 1905, a small group of motoring enthusiasts formed the Motorists’ Mutual Association. Their aim was to warn fellow drivers about the speed traps that were being enforced by the police. The group organised teams of cyclists who used signals and salutes to assist drivers in avoiding penalties. The group was well received and quickly gained 90 initial members. The name of the organisation was then changed to The Automobile Association. As motoring began to grow in popularity, The AA pushed boundaries to meet the needs of its members. In 1907, the first motor insurance policies were introduced. As the distances people were able to travel increased, in 1912, The AA began to inspect hotels, using its now-famous star ratings. In 1920, The AA pioneered the first roadside petrol pumps and by 1923, it had 650 cycle (and motorcycle) patrols to keep drivers on the road. Membership exceeded 100,000 in 1934, equating to around one in every three cars in the UK. By 1950, membership had hit the one million mark and in 1968, the motorcycleled patrols were replaced with AA branded vehicles. Today, customers can use The AA app to report a breakdown. Roadside patrol vans have advanced vehicle technology onboard and attend to a driver in need every 11 seconds. Patrols need to understand the complexities of the ever-increasing number of electric vehicles on the roads. Indeed, UK drivers have consistently rated The AA as their first choice for electric vehicle breakdown cover, against all other major breakdown providers (Source: Brand and Market Tracker study, September 2021 - September 2024). The AA has also diversified into many other driving related markets, with a focus on consistently providing authoritative, trustworthy advice and guidance. Product As a multi-service brand, The AA offers products and services to support customers across their driving life. This encompasses Breakdown Cover, Car, Home and Travel
RkJQdWJsaXNoZXIy MzM4MjU2