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Clubs news: IAM RoadSmart responds to new road safety challenges in the UK

Publication date: 18 April 2016

On 18 April, IAM RoadSmart debuted as the Institute of Advanced Motorists has joined with its subsidiaries – IAM Drive & Survive, Driver Retraining Academy (DRA) and Professional Driver Services (PDS) to create a new identity to tackle challenges in the modern road safety landscape.


Roads, cars and driving have changed greatly since the creation of the IAM in 1956. Smart motorways have been introduced, as well as smartphones capable of precise navigation. Cars are now smart enough to avoid collisions on their own.

As a result of these dramatic changes, consumers’ needs when it comes to learning have also undergone a significant transformation. Quick, convenient and preferably online solutions are the key to good customer experience. While staying true to the Club’s key priorities, the new brand will attempt to bring not only new look, feel and products but also to respond to the drivers’ need to learn more specific skills such as fuel consumption reduction and driving on motorways.

Visit IAM RoadSmart

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