As we venture into 2023 together, AAA Western and Central New York will be starting the year with a fresh take on our storied brand. Over the past year, our marketing team conducted a research and brand exercise to get at the heart of what makes our engine go and why each of you, our valued members, should care.

I'm excited to introduce a new tagline for our Club, but even more importantly, to expand on the reasons each carefully selected word speaks to our services, our brand, those we serve, and AAAʼs bright future ahead.

We asked our associates, our members, and even those who aren’t AAA members the tough questions. What do you expect of us? How do you feel about the work we do? What can we be doing better?

We are so grateful to those individuals who participated.

The results affirmed much of what we had hoped. You trust us when you need us the most, and we regularly meet your expectations. But we can be better. The exercise inspired us to create new opportunities to bring you comfort, peace of mind, and protection.

So as we look ahead, our goal is to communicate in new and different ways, and work to always provide you with the best-in-class experiences you expect and deserve.

Whether insuring your family, driving to work or across the country, planning the vacation of a lifetime, or even taking a driver safety class, we’re right by your side, 24/7, with expert advice for what you’re planning for – and even situations you’re not.

This is our purpose. And we’re more committed than ever to be there for you. Anywhere. Anytime. Always.

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