Australian Motoring Services

What Australian Motoring Services does

Australian Motoring Services (AMS) is a privately held B2B automotive and mobility services platform incorporated in Melbourne in 2002 and wholly owned by Australia's six Mobility Clubs (NRMA, RACV, RACQ, RAA, RAC, RACT). The company operates four sites across Melbourne (HQ), Sydney, and Noble Park North (National Assistance Centre), and coordinates the wholesale activities of the Mobility Club network on behalf of vehicle manufacturers, fleet/lease/hire operators, automotive retailers, and national retail/travel partners. Its core products are organised under four operating brands: Assist Australia (B2B roadside assistance and connected-car emergency services supporting approximately 2.7 million vehicles), Club Assist (end-to-end automotive battery programmes), AMS Rewards / Show Your Card & Save (loyalty and benefits reaching 8.6 million+ members and approximately 70% of Australian households), and Chargefox (Australia's largest public EV charging network, acquired July 2022). Underlying technology includes a connected-car emergency services platform, a Data & Insights analytics layer with CRM integration, an AI-powered Smart Assist initiative, and Boomi-based integration. Distribution combines enterprise field sales to OEMs and fleet operators with self-serve consumer channels via the SYC&S mobile app, Mobility Club member portals, and the Chargefox app.

AMS's business model is built around four revenue streams: managed-services B2B contracts for roadside assistance and customer care charged per assistance event or via service agreements; subscription/loyalty programme management fees for AMS Rewards and AAA Travel; usage-based EV charging session fees and aggregator partnerships via Chargefox (including the April 2026 bp pulse integration of ~300 plugs); and subscription-based Data & Insights reporting. Pricing is not publicly disclosed and is negotiated contractually. The company sells through direct enterprise sales to vehicle manufacturers, fleet/lease/hire companies, and Mobility Club channels, while consumer reach flows through the Mobility Club member base, the SYC&S app and partner locations, and the Chargefox app. Recent strategic emphasis has been on EV infrastructure consolidation (bp pulse aggregation), satellite-enabled roadside (Apple/Infobip, February 2026), and AI-driven proactive assistance (Smart Assist).

Name

Australian Motoring Services

Legal name

Australian Motoring Services Pty Ltd

Website

https://australianmotoringservices.com.au

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

Australian Motoring Services is the Melbourne-based B2B automotive services platform wholly owned by Australia's six Mobility Clubs, delivering roadside assistance (Assist Australia), EV charging (Chargefox), loyalty and travel benefits (AMS Rewards/SYC&S), and battery services (Club Assist) to OEMs, fleet operators, retailers, and 8.6 million+ Mobility Club members.

Ownership category

akta.pro rank

Product category

Automotive Mobility Services

NAICS

Automotive Mechanical and Electrical Repair and Maintenance (81111), Gasoline Stations and Fuel Dealers (457)

SIC

Electric & Other Services Combined (4931), Electric Services (4911)

akta.pro primary industry

Fleet Management Services (Lifecycle, Compliance, Safety, Driver Programs) (TLABAHAJ)

akta.pro secondary industry

Telematics/ELD & Onboard Data Recorder Diagnostics / Compliance Checks (TLAKANAE)

Keywords

• Roadside assistance services
• EV charging networks
• Mobility club solutions
• Battery replacement services
• Automotive member services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. B2B Roadside Assistance Services: AMS provides wholesale roadside assistance services to vehicle manufacturers, fleet/lease/hire companies, and the Mobility Clubs on a contractual B2B basis. Revenue is generated through service agreements and per-assistance fees charged to business clients whose customers or members receive roadside support.
2. Membership Loyalty & Rewards Management: AMS manages the Show Your Card & Save (SYC&S) loyalty program and AMS Rewards on behalf of Mobility Clubs. Revenue is derived from partnership management fees and commercial arrangements with national retail, car rental, and travel insurance partners who offer discounts to club members.
3. Chargefox EV Charging Network: Chargefox, owned by AMS, operates Australia's largest EV charging network. Revenue is generated from EV charging sessions, as well as partnerships with government, rental fleets, and corporate fleets. Chargefox also aggregates multiple charging networks under one platform, monetised through usage-based charging fees.
4. Data & Insights Services: AMS provides data analytics and insights services to B2B clients including vehicle manufacturers and Mobility Clubs, generating revenue through analytics reporting contracts and data-as-a-service arrangements.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Australian Motoring Services provides wholesale automotive and mobility services to Australia's six motoring clubs (NRMA, RACV, RACQ, RAA, RAC, RACT), enabling them to deliver consistent member experiences nationwide. Through its subsidiaries Assist Australia, Chargefox, and Club Assist, the company delivers 24/7 roadside assistance dispatch, access to the largest EV charging network in Australia (22,000+ chargers), and battery replacement and member rewards services to 8.6 million motoring club members.

Product overview

Australian Motoring Services operates as a B2B automotive and mobility services platform managing multiple interconnected products. The core offerings include Assist Australia (emergency roadside assistance, connected car services, collision assistance), Chargefox (EV charging network management), AMS Rewards/Show Your Card & Save (loyalty and member benefits), Club Assist (automotive battery services), and AAA Travel. The company uses the Boomi Enterprise Platform for integration. Assist Australia supports approximately 2.7 million vehicles with roadside assistance, while AMS Rewards serves over 8.6 million members across 70% of Australian households.

Differentiator

Problem solved

Functional benefit

Brands

• Assist Australia: B2B roadside assistance network providing emergency roadside assistance, safety and security connected car programs, collision assistance, and customer care
• Chargefox
• Club Assist

Products and services

• Assist Australia Wholesale roadside assistance network offering 24/7 breakdown, towing, and vehicle support services to motoring club members across Australia, dispatched through a national network of 600+ service providers.
• Chargefox Australia's largest EV charging network, providing members access to 22,000+ EV chargers and enabling 25M+ EV charging sessions, supporting motoring clubs' EV transition strategy.
• Club Assist Battery replacement, battery servicing, and member rewards program servicing 800,000+ batteries annually for motoring club members across Australia.

Quantifiable outcome

• Assist Australia supports approximately 2.7 million vehicles with roadside assistance
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and moderate.

• bp pulsecoreStrategic or Co-development Partner · 1 April 2026Chargefox partnered with bp pulse to integrate approximately 300 of bp pulse's rapid and ultrafast EV charging plugs into the Chargefox app, enabling users to access bp pulse sites through a unified platform. This aggregation model positions Chargefox as a one-stop platform consolidating multiple charging networks. bp pulse also broke ground on a 24-bay charging hub at Melbourne Airport, scheduled for completion in 2026.
• BoomimoderateTechnology or Integration · 13 November 2025AMS uses Boomi's Enterprise Platform for digital transformation and automation initiatives. Boomi recognised AMS as a winner of the 2025 APAC Customer Innovation Awards for achieving significant operational improvements through the Boomi integration platform.
• ChargefoxcoreOthers · 4 July 2022AMS acquired Chargefox in July 2022, making it the owner of Australia's largest EV charging network. Chargefox manages thousands of charging sessions across regional and national networks and partners with government, rental fleets, and corporate fleets to keep EV drivers on the move. Chargefox operates as a subsidiary with its own privacy policy and brand identity.
• NRMA (National Roads & Motorists Association)coreOthersNRMA is one of the six Australian Mobility Clubs that wholly owns Australian Motoring Services. AMS provides roadside assistance and member benefits on behalf of NRMA to its members.
• RACV (Royal Automobile Club of Victoria)coreOthersRACV is one of the six Australian Mobility Clubs that wholly owns Australian Motoring Services. RACV CEO Neil Taylor serves as Chairman of the AMS Board.
• RACQ (Royal Automobile Club of Queensland)coreOthersRACQ is one of the six Australian Mobility Clubs that wholly owns Australian Motoring Services. RACQ CEO David Carter serves as a Non-Executive Director on the AMS Board.
• RAA (Royal Automobile Association of South Australia)coreOthersRAA is one of the six Australian Mobility Clubs that wholly owns Australian Motoring Services. RAA CEO Nick Reade serves as a Non-Executive Director on the AMS Board.
• RAC (Royal Automobile Club of Western Australia)coreOthersRAC is one of the six Australian Mobility Clubs that wholly owns Australian Motoring Services. RAC CEO Robert Slocombe serves as a Non-Executive Director on the AMS Board.
• RACT (Royal Automobile Club of Tasmania)coreOthersRACT is one of the six Australian Mobility Clubs that wholly owns Australian Motoring Services. RACT CEO Mark Mugnaioni serves as a Non-Executive Director on the AMS Board.
• Global Assistance Alliance (ARC Europe, Xperigo Canada, AAA US, AA New Zealand)moderateStrategic or Co-development PartnerAssist Australia is a member of The Global Assistance Alliance, spanning service agencies across North America and Europe, and collaborates with the AANZ in New Zealand. Members cooperate in product development and best practice service delivery, benefiting AMS clients through access to international trends, new technology, and market research.
• RepcomoderateGTM or Marketing PartnerRepco is a national partner in the Show Your Card & Save loyalty program. The partnership brings new customers to Repco by rewarding Mobility Club Members with exclusive member-only offers. Repco values the strategic alignment with national campaigns and always-on offers for club members.
• OPSM (Luxottica)moderateGTM or Marketing PartnerOPSM (Luxottica) partners with AMS through the SYC&S program and national Road Safety campaigns. The collaboration encourages Mobility Club members to have regular eye examinations, extends OPSM brand reach through club member databases, and delivers campaigns aligned with OPSM business objectives.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Agero: Leading US B2B roadside assistance, connected vehicle and claims management provider to OEMs, insurers and fleets. Directly comparable to Assist Australia's B2B roadside and connected car model.
• ARC Europe: Alliance of European motoring clubs providing cross-border roadside assistance and mobility services. Comparable cooperative/mobility-club structure serving millions of members in multiple European countries.
• ChargePoint: Largest independent EV charging network in North America and Europe, monetising charging sessions through an app and partner integrations. Closest direct peer to AMS's Chargefox subsidiary.
• Evie Networks: Australian ultrafast EV charging network operator competing directly with Chargefox for site locations, fleet partnerships and consumer drivers in Australia.
• JOLT: Australian free-ultrafast EV charging network backed by advertising revenue, competing head-to-head with Chargefox in urban ultrafast charging sites.
• Honk: North American digital roadside assistance platform connecting insurers, OEMs and fleets with service providers. Comparable technology-led B2B roadside model to Assist Australia.
• Urgently: Roadside assistance, towing and connected vehicle platform serving OEMs, insurers and fleets globally. Comparable B2B roadside and connected car positioning to AMS.

Broad incumbents

• AAA (American Automobile Association): Largest US motoring club federation providing roadside assistance, insurance, travel and member benefits. Structurally analogous to the Australian Mobility Clubs that own AMS and a member of the Global Assistance Alliance.
• bp pulse: Global energy major's EV charging arm, integrated into AMS's Chargefox app and simultaneously a direct competitor building ultrafast hubs across Australia.

Emerging players

• Tesla Supercharger: Proprietary high-power EV charging network now partially opened to non-Tesla EVs in Australia. Relevant competitor shaping consumer expectations on charging speed and reliability that Chargefox must match.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Australian Motoring Services