AAA Expands Vision, Brings New Benefits to 40 Million Members

23 July 1997

    ORLANDO, Fla., July 23 -- One of the world's most-trusted
brands is getting a new look and simplified name as it expands the benefits it
offers to 40 million members.
    The American Automobile Association today unveiled a contemporary update
of its familiar logo and announced that the 95-year-old organization will now
be officially known by its commonly used initials - AAA - in its public
activities.  The moves better reflect AAA's growth beyond automotive services
to include travel, financial and insurance services.
    "The AAA symbol is one of the most widely viewed logos in the United
States," said AAA President Robert Darbelnet.  "But even more than being
recognized, our logo serves as a seal of quality that our members and most
Americans look for when they purchase a growing variety of products and
services."
    Darbelnet joined representatives from AAA's 88 U.S. clubs in unveiling the
new logo on the organization's national office building in Heathrow, Fla.  The
building sign was one of the first of over one-half billion logos that AAA
estimates will be converted over the next few years -- on everything from
membership cards to service vehicles to signs at partner lodgings, restaurants
and attractions.
    AAA is one of the largest membership organizations in the world.  And as
its membership has grown, AAA has recognized that its members are looking for
a number of benefits that offer the same peace of mind as AAA's signature
roadside assistance.
    "Over the past few years, we have built AAA into a comprehensive
membership organization designed to meet the needs of our members in many
areas and at every stage of their lives," Darbelnet said.  "More than
anything, today's AAA - and the AAA of the future - stands for peace of mind,
quality services and a convenient resource to help our members simplify their
lives."
    As a result of its expansion efforts, AAA is now organized around four
primary business lines:

    -- Automotive - A wide range of services includes emergency roadside
       assistance and endorsement of selected auto service facilities under
       AAA's Approved Auto Repair program.
    -- Travel - AAA, one of the nations largest leisure-travel agencies,
       offers air, hotel, car rental and cruise and tour bookings, plus
       numerous discounts and auto-travel routing and assistance.
    -- Financial - An agreement between AAA and PNC Bank Corp. of Pittsburgh
       has created the nation's largest branchless bank, providing electronic
       and telephone access to a variety of financial services.
    -- Insurance - AAA insurance has a presence in most states, offering
       property and casualty insurance to members.

    AAA continues in its long-standing advocacy role for all travelers,
through community and government relations efforts at the local, state and
national levels.
    Darbelnet also hinted that additional products and services are in the
offing at AAA.  "We continue to evaluate many opportunities, and many of our
clubs are testing additional benefits, all with the goal of bringing even more
value to our members."
    AAA is a not-for-profit federation of 99 clubs with more than
1,000 offices providing 40 million members in the U.S. and Canada with travel,
insurance, financial and auto-related services.

SOURCE  American Automobile Association