RAC chief executive officer Neil Johnson said: 'When the RAC was founded in 1897 it was a very progressive, campaigning, a forward-looking organisation. We want to give those values a 21st century look. Our members are not just motorists. They also cycle, walk and use public transport. Like them, we favour travel over traffic and mobility over motoring. Our members want help and advice in all aspects of mobility - that is the future for the RAC.'
Corporate colours are now blue, silver and white but the colours of the rescue fleet have changed to orange for safety reasons. Coinciding with the RAC's new identity will be an expansion of its range of products - the first being a £25 discount for members who don't call it out, an RAC all-purpose fold-away bicycle costing £649 and a range of packages for cyclists including RAC Bicycle Legal Protection, and a possible bike hire scheme.