The Institute of Advanced Motorists yesterday (27 April) rebranded as IAM RoadSmart in a move to become a ‘champion for all road users’.
Marking the charity’s 60th anniversary, the rebrand includes a new logo and website, and a range of new training programmes.
The new name and look were unveiled on the back of a survey in which 7,000 road users identified ‘other drivers’ as their biggest concern.
Nigel Mansell, IAM President, 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.”
Over the course of 2016 and 2017, IAM RoadSmart will launch new training programmes covering topics including eco driving, motorways, risk management, driving in unfamiliar places and built-in vehicle technology.
Sarah Sillars OBE, IAM RoadSmart’s chief executive, said: “The most important thing for the majority of drivers and riders is getting from A to B with as little hassle as possible. The daily commute, travelling to a business meeting, or the drive to the shops, can be made so much more enjoyable with just a bit more awareness of the challenges on the road ahead. This is where IAM RoadSmart comes in.
“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’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.”