GEM to ‘redouble’ road safety efforts in 90th year

10.56 | 14 January 2022 |

GEM Motoring Assist has launched a series of initiatives and activities to celebrate its 90th anniversary this year, including a new website and audio archive.

GEM was founded in 1932 as the Company of Veteran Motorists, a club to encourage care, courtesy and concentration on the roads.

That year, 6,667 people lost their lives in road crashes.

 In 1978 the organisation launched its breakdown recovery service and 1983 changed its name to the Guild of Experienced Motorists (GEM for short).

Planned highlights of GEM’s 90th year include a new website, a make-over for its quarterly members’ magazine, Good Motoring, and the launch of a new audio archive – Voices from the Road – with motoring stories dating back to 1932. 

GEM also plans to collaborate with members to help make the roads safer with its new 90th anniversary pledge. 

The pledge, ‘You join GEM – we donate 90p – together we help to make the roads safer’ will see GEM donate 90p to the GEM Road Safety Charity for every new member in 2022, to help fund grants towards road safety initiatives.

Maureen Emms, GEM’s chairman, said: “As well as offering a second-to-none breakdown recovery service, GEM continues to put road safety at the heart of its work.

“We know how important this is to our members, and we are pleased to continue our support for a number of brilliant initiatives in 2022 that can really make a difference for the safety of everyone who uses the roads.

“These include the highly-regarded Young Driver Focus event in May, the development of a national standard for older driver assessments and – of course – the Project EDWARD in September, which GEM has supported since its launch in 2016.

“Thanks to the loyal and enthusiastic support from our members, we can continue to be an important voice for safety, whether that’s at a national, regional or local level. We will use this 90th anniversary year as an opportunity to redouble our efforts in reducing death and serious injury on the UK’s roads.”



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