/2025

It has been a challenging few years at The AA with a buy-out to private equity owners, new CEO and Executive team and the impact of COVID. 

 

The business is now ready to:

• ‘Share the story’ around the new strategy

• Unite all employees with a common purpose/vision 

• Instil confidence in the new leadership team and the future of The AA

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As part of the strategy there are ‘enablers’ that will help the AA get there - data and tech, culture and capability, and risk and compliance.  Success will require some shifts in their culture as well as protecting what people love about it. There is huge pride in the brand but this could be a barrier to change (people don’t see a ‘burning platform’ so we have to help explain that). They have a wonderful set of assets and strengths to build upon at the AA but there’s also a potential danger of becoming outdated in a fast changing world and complacent about their future and the competition. We need to engage and inspire AA employees with new strategy and how we are creating the future for the business.