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A smart move as IAM rebrands

Date: 19 April 2016   |   Author: Jack Carfrae

The Institute of Advanced Motorists has rebranded as IAM Roadsmart and adopted a series of new initiatives.

The move sees all of the firm's commercial subsidiaries - including corporate sector services Drive & Survive, Driver Retraining Academy and Professional Driver Services - amalgamated under the IAM Roadsmart name, along with a new logo. It also includes a series of "modular products", which are due to be launched throughout 2016 and 2017 and cover areas including eco driving, motorways, risk management, driving in unfamiliar places, and built-in vehicle technology.

The rebrand coincides with the organisation's 60th anniversary and follows feedback from a research project in which 7000 road users were asked about challenges on the road.

Lesley Upham, commercial director at IAM Roadsmart, told BusinessCar: "We have reviewed our support for driver risk management to provide fleets with integrated services from licence checks to online assessments, a completely revised business driver on-road training approach, e-learning modules, seminars and on-road, one-to-one training.

"[We have] reacted to how [fleets] want to receive information and assistance to manage all types of issues."