The reborn IAM will be better than ever - or so it says

Mike Rutherford reckons that the rebranded IAM should try to appeal to young drivers - and tell the 'clueless' DfT to step aside

The Institute of Advanced Motorists had a problem – its name suggested the organisation catered solely for drivers of advancing years and experience. This was the sort of club your dad or grandpa would join. Those in their teens, twenties and thirties wouldn’t. Basically, members were blokes who wore grey suede Hush Puppies, not youngsters in bright trainers.

Matters didn’t improve hugely when the organisation was rebranded as the IAM. Google says that also stands for the Institute of Asset Management. Then there’s I AM (the documentary film) plus will.i.am (singer and TV star). Confused? You won’t be by next week when the IAM is rechristened.

A driving lesson from IAM RoadSmart president Nigel Mansell

Even with the imminent arrival of driverless vehicles, the charity slash commercial organisation insists our role as a human driver is “even more important” and that we shouldn’t rest on the laurels of technology.

It reassures us that there’ll be a focus on “fun”, too – not least becase its research says life behind the wheel is more enjoyable for those who adopt a greater interest in driver education and techniques.

When reborn, IAM will be “championing” the motoring cause like never before, it reckons. This doesn’t mean more criticism and demands for the usual suspects – the Department for Transport and the like. Instead, the plan is to provide more practical and achievable solutions to long-established problems. This means that, for example, my plans for ordering the clueless DfT to step aside and hand control of the roads to interested, clued-up motorists who’ve already paid for the network several times over would not be adopted.

The only ideas to be suggested are those that have a realistic chance of implementation. So, another one of mine – every qualified driver should undergo an annual driving appraisal (not a pass or fail ‘test’) – might just get the nod. Get that mirror-signal-manoeuvre sorted now.

Would you pass your driving test now?

As for the ongoing struggle to attract enough young drivers, why not offer written and practical tests that result in rewards, such as cheaper car rental, fuel and insurance? Also, I reckon the organisation desperately needs to establish a Young Adult division. Space for a keen, erudite, 20-something driver must be found around the tired old boardroom table in Chiswick, if at least to argue the Hush Puppy as a much outdated driving shoe. Oh, and another thing – it’s time to ban the driving glove.

Do you think the IAM needs to broaden its appeal? Let us know in the comments below...

Chief columnist

Mike was one of the founding fathers of Auto Express in 1988. He's been motoring editor on four tabloid newspapers - London Evening News, The Sun, News of the World & Daily Mirror. He was also a weekly columnist on the Daily Telegraph, The Independent and The Sunday Times. 

Most Popular

New Nissan Qashqai to get radical look and all-electric power
Nissan Qashqai exclusive image - front
News

New Nissan Qashqai to get radical look and all-electric power

Major investment in Nissan’s Sunderland plant underpins the new fourth-generation Qashqai
8 Dec 2023
New Jaguar XF Sportbrake 2024 review: big estate with value boost
Jaguar XF Sportbrake - front tracking
Road tests

New Jaguar XF Sportbrake 2024 review: big estate with value boost

Jaguar's XF Sportbrake may be 8 years old but it just got a whole lot cheaper!
7 Dec 2023
New Omoda 5 to take on the Nissan Qashqai and Hyundai Tucson when it arrives in early 2024
Omoda 5 - front
News

New Omoda 5 to take on the Nissan Qashqai and Hyundai Tucson when it arrives in early 2024

The new Omoda 5 SUV will only be available with an all-electric powertrain when it hits the UK next spring, but a hybrid option is expected later
8 Dec 2023