South Africans love a legacy brand – but these national treasures can only hold onto their icon status if they’re refreshed and revitalized to meet consumers’ evolving needs. It’s with this in mind that the 95-year-old Automobile Association of South Africa (the AA) has rejuvenated its brand and refreshed its product offerings, reminding South Africans that the AA is the smart, mobile-first premium roadside service everyone needs, whether we’re on the road or at home.
The biggest update is a change to the AA’s membership model, now designed to appeal to South Africa’s motorists who are not covered by a motor plan or insurance – although its offerings are also compelling for everyone who gets behind the wheel. The shift to a monthly subscription model with three behaviourally designed cost tiers from as little as R149 per month empowers consumers with greater choice and the affordability of a lower, regular cost.
While everyone thinks of the AA as the responsive, friendly service that helps you when you’re stuck on the side of the road, benefits have been expanded far beyond roadside assistance in a breakdown, if there’s a flat battery or tyre, or even an empty fuel tank situation. Benefits now include armed response, medical advice or emergency medical transport, whether your emergency is at home or out on the roads. With memberships attached to people and not cars, members have the peace of mind that they and their families (on the Family plan) can get the help they need, wherever they are.
This great support is in addition to towing services after an accident, attempted theft of vandalism or even pothole damage. There’s no worrying about a broken-down vehicle left vulnerable to vandals on the side of the road, with free secure overnight storage if an incident happens outside of office hours. If members’ vehicles break down more than 100km from home, they can choose from accommodation assistance or car hire to make sure that they’re safe and comfortable, and their vehicle will be towed to the nearest AA-approved repairer.
The other significant update is that the AA’s many offerings, including free services available to non-members too, are now at South Africans’ fingertips in a comprehensive smartphone application – AA Rescue Me. More than just an app, AA Rescue Me is mobile panic button, and it offers immediate access to emergency response, along with access to benefits and special offers for members too.
“The AA has been a trusted companion for South Africa’s motorists for generations, providing practical assistance in emergencies and advocating for consumers around road safety, fuel prices and legislative changes,” said Bobby Ramagwede, CEO of the AA.
“Now consumers can get the help they need with just one tap on the app, taking the stress and fear out of accidents or incidents while driving or at home. We’re here to keep South Africans on the roads, and to help them be safe. By supporting their mobility, we’re helping South Africans progress, unlock possibilities, and get their work done,” he added. Services free to all South Africans include a mileage cost calculator for those needing an accurate measure for claiming travel expenses from employers, supported by branded certificates, and detailed road condition updates.
The AA is celebrating its new look, new services and revitalised offerings with a competition for new members who complete the two-minute online, in-app or WhatsApp sign-up process before 31 October 2025. The winning member will receive two tickets, flights and accommodation to the Abu Dhabi Grand Prix on 7 December 2025.