AA rebrands as the roadside problem solver with £100m investment

Roadside recovery company, the AA, has modernised its brand as part of a new campaign to better reflect the British public.
After finding its customers are not so interested in the workings of a carburetor or a flywheel (as has traditionally been portrayed in the firm's promotional material) a fresh approach focuses on how drivers are enjoying journeys with minimal stress.
Putting its money where its mouth is, the AA is backing the repositioning by pumping £100m investment into CRM up