The RAC has launched an Internet-based service which it hopes will attract younger motorists whom it says generally don't belong to breakdown schemes.
Called Red, the service costs one pound per month which is directly debited from a customer's account, and entitles a member to full breakdown cover. However, a callout costs a flat fee of GBP49.
By contrast, a traditional standard RAC breakdown cover contract together with full membership costs around GBP100 a year, although breakdown recovery is free. So, those who sign up for Red could be better off, but only if they have one or no breakdowns in a year.
The Red service can only be joined over the Internet at www.redrac.com, although the RAC said it will enable people to join over the phone if the service takes off.
The RAC believes the site's youth orientated approach - there's lots of references to lager and football - could reach as many as six million drivers who have so far shown little interest in traditional RAC membership.
"You're offering benefits as well - all for one pound a month? Yes. If you can do without a half of lager once a month, you're there. It's about 3.5p a day, isn't it? Yes. It's a gobstopper," reads the decidedly 'yoof' style promotional material.
The GBP1 a month fee entitles Red members to access special offers and general motoring and youth orientated news on the website.
The RAC is keen to emphasise that Red members will not be given a poorer service compared to full members, and breakdowns will be towed up to ten miles free of charge. Longer distances are subject to a further fee.
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