The AA’s purpose is to create confidence for drivers, now and for the future

We are on a journey to creating the future AA, a modern company for our customers and a great place to work for our colleagues. That clarity of purpose is the bridge between the past and the future for The AA, and being clear on why we exist and the role we want to play in customers’ lives and in society. 

Create

Create

A word that invokes and requires imagination, creativity, courage. Quite an assertive word, reflecting the role The AA already plays in the country, and the responsibility and impact that comes from it. 
Confidence

Confidence

Deeply grounded in our heritage. The AA was founded more than 100 years ago to create confidence for drivers. And giving reassurance to drivers remains hugely important to our members and drivers through every stage of their driving lifecycle.
woman driving car

For drivers

We want to support them through every stage and preserve our identity as the voice of the driver in the UK.
car

Now and for the future

Very explicitly calls out our transformation and the need to stay relevant in a fast-changing world of driving.

Our behaviours

Our behaviours set out how every one of our colleagues should operate to deliver our purpose and strategy. 

Our behaviours are hardwired into our people processes including recruitment, performance management and recognition to ensure our existing and future colleagues are all aligned on how we need to behave to help us succeed as business and win in the market. 

Think Impact
Focusing on priorities and thinking return; starting with outcome first
Think Impact
Think Impact
Own It
Being accountable for making things happen and finding solutions to blockers
Own it
Own It
Back Each Other
Trusting the experts; achieving the best outcome; calling out great work by other teams
Back Each Other
Back Each Other
Push for Better
Being ambitious around what we do and how we do it; looking outside The AA for inspiration and constantly looking to improve.
Push for Better
Push for Better