IAM RoadSmart is the new name for the Institute of Advanced Motorists (IAM). The change will unify the charity with its subsidiaries IAM Drive & Survive, Professional Driver Services and Driver Retraining Academy.
The rebrand is the result of extensive research which highlighted a number of key findings. Firstly, drivers’ biggest concern is actually other drivers. Safety and fuel efficiency came out as the biggest motivators for younger drivers to take further training while insurance continues to be the most effective incentive.
For forty per cent of mums and grandmothers, becoming more confident driving to unfamiliar places was described as a way they’d like to improve and while on-road training continues to be important for professional drivers, online courses are preferred by consumers. Time is also of the essence – the majority of consumers would rather training takes less than two hours.
IAM RoadSmart’s chief executive officer, Sarah Sillars said: “We’ve been around for 60 years and in that time roads, vehicles and distractions have changed, in some cases, beyond all recognition. To ensure we are in a position to support Britain’s road users for the next 60 years, we’ve invested significantly into researching the needs of today’s drivers and riders.
“We will be launching a suite of new products to support the needs of all road users. The advanced driving and riding tests will remain core to what we do and will continue to be seen as the ultimate achievement, but if you just want to get more confident driving in bad weather for instance, we can help with that too.
“We’ve helped create nearly half a million better drivers and riders already and as we become recognised as IAM RoadSmart we hope to be able to help many more.”
Nigel Mansell, IAM President and Formula 1 World Champion, said: “To appeal to a new generation of drivers and riders it’s essential to understand and reflect their needs and priorities. In becoming IAM RoadSmart the IAM is taking an essential step into an exciting future, with an approach which is more relevant than ever before.
“Everyone can enjoy their driving and riding more, whether they’re a world champion or simply cover five miles a day commuting to the office. And the skills which help you with an easier journey are the same which will help to reduce the numbers of casualties on our roads. We’ve had a great 60 years; what an exciting future we all have.”