An opportunity to take stock
Tony explained that, given the extra challenges posed by the Coronavirus pandemic, when the CEO role became vacant, it was considered wise, subject to a formal process overseen by Council, to make an internal appointment to the post. The organisation is currently financially sound but with so much of its usual activity on hold, the lockdown offered an ideal and unexpected opportunity to take stock of IAM RoadSmart’s road safety objectives and at a time when the context for driving and riding is rapidly evolving review ways in which these can be met.
Many OAD members will remember that, a few years ago, the Institute of Advanced Motorists was rebranded as IAM RoadSmart and everything that had previously been red turned blue! This time, however a review of the products and services it offers and potentially new target markets may need to be considered.
An ageing constituency
Although, overall, IAM RoadSmart is in good shape, it has to be admitted that the original concept of improving road safety through Advanced Driving courses is being challenged on many fronts. The core of the matter is that IAM RoadSmart continues to serve an ageing constituency. In 1956, shortly after its foundation, the average age of Associate members preparing for the Advanced Driving test was 25. Steadily increasing ever since now the average age of Associates is 50. Nearly a third of the national team of car Observers is over 70 years old.
The unescapable fact is that, compared to the time when IAM RoadSmart was established, many people’s approach to driving – and the simple business of owning a car – has changed beyond recognition. For some, the ambition to own a car and enjoy the freedom it brings is turning into the hope they might be able to dispense with a car altogether and so bring down their carbon footprint. And for the many who continue to rely on car ownership for their personal transport, how different the experience has become! Cars are much safer and far easier to drive.
The IAM RoadSmart ‘planned system of driving’ centres on a deft, expert use of gears and enough understanding of the mechanics of the car to develop a real sense of how to safely coax the best performance out of it. What does that do for the proud owner of the latest automatic – or electric – vehicle? And what will the best preparation be to ‘drive’ the autonomous driverless cars that are coming soon?
Tony explained that IAM RoadSmart will need to consider new ways of attracting and supporting other groups of drivers and riders.
The organisation already offers cutting edge e-learning courses for commercial drivers. CHOICES is an IAM RoadSmart programme for managers of commercial fleets; it includes on-line training that simulates the kind of in car coaching that is a feature of the Advanced Driving course. There are already specialised IAM RoadSmart on road training modules covering topics such as motorway driving and driving in towns. E-learning modules would cover similar topics.
The aim would be to support our traditional ‘advanced’ programme by creating bespoke training content that can meet the particular needs of specific groups of drivers/riders.
Central and local membership
Some Associates may not fully understand the relationship between the central management of IAM RoadSmart and the semi-autonomous local groups which deliver the product for which the IAM RoadSmart is best known – the Advanced Driver and Rider courses. As they prepare for their Advanced Test, Associate members identify closely with their local group but this relationship tends to loosen once an Associate passes their test. This is quite understandable since what most signed up for was an Advanced Driving course – and nothing more. Many Associate members are genuinely confused and not particularly interested in how their local group relates to the national umbrella organisation.
In future, IAM RoadSmart wants to establish a relationship with Associates at the point of purchase and in addition to the Advanced Driver and Rider course offer support, access to e-learning and an introduction to the benefits associated with membership.
Despite the challenges, the benefits of one-to-one coaching will not be forgotten – car and bike enthusiasts will still be able to enjoy meeting like-minded fellow petrolheads at a local group meeting. Nevertheless, it is good to learn that IAM RoadSmart looks set to continue its work making our roads safer by broadening its appeal and using innovative approaches to reach a wider range of drivers and riders.
OAD is looking forward to playing its part in the exciting developments ahead.