The Automobile Association of South Africa

What The Automobile Association of South Africa does

The Automobile Association of South Africa NPC (AA) is a non-profit membership organisation founded in 1930 and headquartered in Kyalami, Gauteng, providing roadside rescue, emergency medical, armed response, and motoring-related services to South African motorists. Core operations revolve around a tiered subscription platform: AA Access (free), AA Aspire (R117/month for under-35s), AA Go (R149/month), AA Prime (R299/month), and AA Family (R799/month for up to 5 members). Underlying technology comprises a mobile app (MyAA, AA Rescue Me App with armed response activation), an online member portal (my.aa.co.za), WhatsApp integration, dispatch and tracking systems for roadside assistance, and cloud-stored Electronic Diagnostic Test Reports for vehicle battery and charging diagnostics. Distribution spans 17+ physical outlets, a national call centre (0861 000 234), digital channels, and a network of AA Quality Approved service providers. AA also runs an advocacy arm, the #SaferCarsForAfrica crash testing programme co-founded with Global NCAP and the FIA Foundation in 2017.

Name

The Automobile Association of South Africa

Legal name

The Automobile Association of South Africa NPC

Website

https://aa.co.za

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

251–500 employees

Short description

The Automobile Association of South Africa (AA) is a 1930-founded non-profit motoring organisation offering tiered membership roadside rescue, emergency medical, armed response, and value-added services to South African consumers and corporate fleets, distributed through digital and retail channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Gauteng

HQ country

South Africa

HQ region

Africa

Offices17 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Core revenue from membership subscriptions across multiple tiers (AA Go, AA Prime, AA Family, AA Aspire, AA 60+ Advantage+). Annual and monthly billing options with tiered benefit entitlements.
2. Roadside Assistance Services: Pay-on-use services for non-members and services beyond membership entitlements. Preferential member rates for additional call-outs.
3. Value-Added Products: Additional subscription services including AA Pothole Damage Assist, AA Accident Claim Assist, AA Fine Payment Assist, AA Licence Renewal Assist, AA Battery Services, and AA Assist Value Combos.
4. Financial Services: Car & Home Insurance, AA Monthly Warranty, AA Vehicle Refinancing offered through AA Financial Services partnerships.
5. Travel Services: AA Travel, Quality Assured Accommodation, Travel Insurance, Carnet de Passage en Douane, International Driving Permits.
6. Training Services: AA Training Centre offering apprenticeships, learnerships, RPL & ARPL, and occupational qualifications for automotive industry.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

The Automobile Association of South Africa (AASA) is a non-profit motoring membership organisation that sells tiered subscriptions providing 24-hour roadside rescue, emergency medical assistance, armed response, vehicle towing, battery, locksmith and fuel delivery services to individual motorists and corporate fleet customers across South Africa. Membership also unlocks value-added administrative services (pothole damage claims, accident claim assistance, fine management, vehicle licence renewal), travel services (agency bookings, quality-assured accommodation, travel insurance, International Driving Permits, Carnet de Passage en Douane), and financial services (car and home insurance, vehicle warranty, vehicle refinancing).

Product overview

The Automobile Association of South Africa operates as a membership-based motoring organisation offering a platform-plus-modules product architecture. The core offering is the AA Membership programme with four tiers: AA Access (free), AA Go (R149/month), AA Prime (R299/month), and AA Family (R799/month), plus AA Aspire (R117/month for under-35s). Core membership benefits include 24-hour roadside rescue, emergency medical services, and armed response. These are supplemented by value-added service modules (AA Accident Claim Assist, AA Fine Payment Assist, AA Pothole Damage Assist, AA Licence Renewal Assist, AA Battery Services) available as add-on subscriptions, with AA Assist Value Combo offering bundled discounts. The organisation also provides financial services (insurance, warranties, vehicle refinancing), travel services (AA Travel, accommodation, travel insurance, International Driving Permits), and technical services (AA Auto Centre, AA Quality Approved network, Training Centre). A distinct non-commercial arm is the #SaferCarsForAfrica crash-test advocacy programme conducted with Global NCAP. Tools include fuel pricing tracker, vehicle rates calculator, AA AutoFacts, and road conditions calculator. The AA functions as a non-profit company with over 90 years of operational history since 1930.

Differentiator

Problem solved

Functional benefit

Brands

• AA Aspire: Membership product for individuals 35 years or younger, offering roadside rescue, emergency medical rescue, armed response, and designated driver services at R117 per month.
• AA Go
• AA Prime
• AA Family
• AA Assist Value Combo

Products and services

• AA Access Free membership tier providing basic access to AA services and information for individuals who want to engage with AASA without a paid subscription.
• AA Go Entry-level individual roadside rescue membership covering 2 call-outs with 40km round trip, patrol services (jump starts, flat tyre change, locksmith), emergency medical rescue, and armed response. Priced at R149 per month or R1,490 annually.
• AA Prime Mid-tier membership with 5 call-outs and 200km round trip, including accident breakdown towing, pothole damage tow, attempted theft/vandalism tow, long-distance travel benefits (R5,000 extended wallet), accommodation assistance or car hire, and designated driver service. Priced at R299 per month or R2,990 annually.
• AA Family Family membership covering up to 5 family members with 12 call-outs and 100km round trip shared benefit, including accident breakdown towing, comprehensive roadside and emergency medical services, extended wallet of R10,000 for long distance travel. Priced at R799 per month or R7,990 annually.
• AA Aspire Membership designed for individuals aged 18 to 35, including 40km tow entitlements, roadside rescue, emergency medical rescue, armed response, and designated driver service. Priced at R117 per month or R1,404 annually.
• AA Roadside Rescue 24-hour vehicle breakdown service covering minor repairs, mobile battery service, emergency fuel assistance, flat tyre change, vehicle locksmith, and vehicle towing. Available to members and non-members.
• AA Emergency Medical Rescue Emergency medical assistance at home or on the road, emergency medical transport and transfers, and telephonic medical and trauma crisis advice.
• AA Armed Response App-based emergency response service that activates armed response from independent third-party security providers or police. Downloadable via AA Emergency Service App.
• AA Battery Services Mobile battery service offering diagnostic tests, jump starts, and battery replacement and installation with 2-year warranty. Available 24/7 via MyAA app or call centre, using portable diagnostic devices that store reports in cloud accessible via email or WhatsApp.
• AA Licence Renewal Assist Vehicle licence renewal service that sends reminders 30 days before expiry, handles paperwork, and delivers the renewed licence to the door. Covers up to 4 vehicles. Priced at R22 per transaction or R220 annually, plus licence costs.
• AA Pothole Damage Assist Claims management service to recover repair costs for pothole damage to tyres, rims, mag wheels, or vehicle from road authorities, with legal administrative support. Priced at R57 per month or R570 annually.
• AA Fine Payment Assist Traffic fine management service providing monitoring, notification, maximum settlement discounts, and legal assistance to contest fines. Excludes AARTO demerit points. Priced at R60 per month or R600 annually.
• AA Accident Claim Assist Road Accident Fund claim management service handling paperwork from start to finish for road accident victims. Covers past/future medical expenses, loss of income, loss of support, general damages, and funeral expenses. Priced at R53 per month or R530 annually.
• AA Assist Value Combo Bundled value package combining multiple AA value-added services at a discounted rate. Options include accidents and potholes (R88/month) or comprehensive cover including fines (R140/month).
• AA Travel Travel agency service offering holiday bookings with exclusive packages for AA Members, quality-assured accommodation, travel insurance, Carnet de Passage en Douane, and International Driving Permits.
• AA Auto Centre Vehicle inspection and repair services at AA-approved technical centres for members and the public.
• AA Training Centre Technical training services including apprenticeships, learnerships, occupational qualifications, and RPL/ARPL programmes for workforce development in the automotive industry.
• AA Legal Advisory Service Telephonic legal advisory service for AA Members covering motor law, civil disputes, contractual issues, family law, labour law, and criminal law. Limited to one call every two months, Monday to Friday 08:00-16:00.
• Car & Home Insurance Motor and home insurance products offered through AA Financial Services to AA members and the broader market.
• AA Monthly Warranty Vehicle warranty product providing coverage for mechanical and electrical repairs with zero excess after 3 months for warranty holders.
• AA Vehicle Refinancing Vehicle refinancing services to help members access equity in their vehicles.
• AA Corporate Solutions Tailored emergency roadside assistance and corporate mobility solutions designed for businesses seeking service agreements for their employees and operations.
• AA Fleetcare Solutions Enterprise fleet management product line offering emergency roadside assistance, technical services and accident towing for corporate and government vehicle fleets.
• Child Car Seat Safety Ratings Independent research programme publishing safety ratings for child car seats to help parents make informed purchasing decisions.
• Takata Airbag Recall Support Recall support service helping South African motorists check if their vehicle is affected by the Takata airbag recall (approximately 1.7 million vehicles in South Africa) and arrange free replacement at authorised dealerships.
• AA Quality Approved Network Network of automotive service providers vetted and approved by the AA to deliver quality-assured repairs and services to members.

Quantifiable outcome

• 89,061 members assisted this year
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• Bloomberg PhilanthropiescoreStrategic or Co-development Partner · 1 January 2020Supports the #SaferCarsForAfrica crash testing programme, providing funding for vehicle safety assessments across African markets.
• Global NCAP (National New Car Assessment Programme)flagshipStrategic or Co-development Partner · 1 January 2017Partnership in #SaferCarsForAfrica programme launched in 2017. AA purchases vehicles anonymously in South Africa, ships them to ADAC crash testing facilities in Germany, and publishes independent safety ratings. The programme has driven manufacturers to withdraw unsafe models or upgrade safety specifications in the South African market.
• FIA FoundationflagshipStrategic or Co-development Partner · 1 January 2017Co-founder of the #SaferCarsForAfrica programme alongside Global NCAP. FIA Foundation supports international road safety initiatives and sustainable mobility programmes. AA is a proud member of the FIA.
• National Consumer CommissioncoreStrategic or Co-development PartnerCollaboration on Takata airbag recall awareness efforts. AA supports efforts to help South Africans check their vehicles and complete this critical safety recall.
• National Association of Automobile Manufacturers of South Africa (NAAMSA)coreStrategic or Co-development PartnerCollaboration on Takata airbag recall awareness efforts. AA supports efforts to help South Africans check their vehicles and complete this critical safety recall with vehicle manufacturers and importers.
• UbercoreTechnology or IntegrationUber provides taxi/transport service as part of AA membership benefits. When members need transport after a breakdown, AA arranges Uber transportation through this integration.
• FIA (Fédération Internationale de l'Automobile)flagshipStrategic or Co-development PartnerAA is a proud member of the FIA. Participation in FIA Smart Driving Challenge and other FIA initiatives. AA is also a member of Alliance Internationale de Tourisme (AIT).

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ADAC (Allgemeiner Deutscher Automobil-Club):
• American Automobile Association (AAA): AAA is the North American equivalent of AASA, offering tiered membership roadside assistance, insurance, travel, and financial services. Its federation structure across regional clubs mirrors how AASA operates as a national motoring association with regional offices.
• The Automobile Association (AA UK): The UK AA operates the same membership-based roadside assistance, insurance, and travel model that defines AASA. Both are members of the FIA and AIT, share 90+ years of operating history, and use the AA brand — making it the most directly comparable peer globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/aasouthafrica
• YouTubeyoutube.com/user/aasouthafrica
• Facebookfacebook.com/AASouthAfrica
• LinkedInlinkedin.com/company/automobile-association-of-south-africa
• Instagraminstagram.com/aasouthafrica

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about The Automobile Association of South Africa