We would like to grow our pupil numbers, without competing on price.
The AA is a premium brand, and the franchise model delivers high quality, reliable and consistent, but relatively expensive tuition.
We need to differentiate our brand offering amongst potential pupils, finding a hook, or lever to more sustainably underpin the premium price positioning, and make the AA the driving school brand of choice.
The AA brand brings with it a huge amount of trust, and reassurance but we would like to make more of the relationship with the main AA brand when engaging with our potential driving school customers.