CAA named most trusted brand in Canada

Two people shaking hands
June 15, 2020

The Canadian Automobile Association (CAA) has been named the most trusted brand in Canada in the annual Gustavson Brand Trust Index, released today.

This is the fourth consecutive year that CAA is one of the top two most trusted brands in Canada, beating out several hundred other prominent international and Canadian brands. This year, CAA tied for first place with Mountain Equipment Coop (MEC), another Canadian, membership-based, not-for-profit organization. Further, CAA finished first, for the third year in a row, in the insurance category of this year’s Index.

“This honour recognizes the hard work and effort of our associates across the country, who put our 6.5 million Members first,” said Tim Shearman, President and CEO of CAA National.

“CAA is proud of its travel services, Member savings, comprehensive insurance services, and of course our exceptional emergency roadside service,” Shearman said. “We’ve been active in communities across Canada for a century or more, not just providing services but also advocating on behalf of our members and the travelling public, on issues that range from road safety to consumer protection.”

Conducted by the Peter B. Gustavson School of Business at the University of Victoria, the sixth annual Gustavson Brand Trust Index asked more than 7,800 consumers to score 342 prominent  companies and brands, across 27 industry sectors, on a range of brand value measures.

CAA Clubs quickly pivoted during COVID to offer community services, including deliveries of food and medical supplies, free roadside assistance to medical workers, and calls to housebound seniors.

About CAA
CAA is a federation of eight not-for-profit Clubs providing over six million Members with exceptional emergency roadside service, complete automotive and travel services, member savings and comprehensive insurance services. CAA also advocates on issues of concern to its members, including road safety, the environment, mobility, infrastructure and consumer protection.

About the Gustavson Brand Index
The Gustavson Brand Trust Index investigates consumer trust, the factors that affect it, the brands that succeed at it, and the brands that struggle with it. The team at the Gustavson School of Business established the index in 2015 to raise awareness of the role trust plays in the minds of consumers when making purchasing decisions. The index highlights how shared values, relationship management and customer experience influence consumer trust. It also measures the relationships between brand performance, social equity, trust and advocacy for brands in Canada. For more details and to read the full report click here.

For further information, please contact:

Kristine D’Arbelles
Senior manager, Public Affairs
CAA National
Office: 613-247-0117 ext. 2006
Mobile: 613-796-9404
[email protected]