MEDIA RELEASE: Driven by Good™: CAA South Central Ontario announces brand platform, new tagline

May 9, 2022

3 min



It’s a brand platform and tagline that tells the story of who we are and what we stand for as an organization.


CAA South Central Ontario (CAA SCO) today announced a new tagline – Driven by Good™. Accompanied by a new brand platform, this will create a sustained and consistent approach for marketing the CAA club brand moving forward. It will also help to express CAA values and a commitment to always doing the right thing as an organization.


The new brand platform was created in partnership with BIMM and reinforces why CAA was named the most trusted brand in Canada for the third year in a row in the annual Gustavson Brand Trust Index, released last week.


“This new marketing approach will help CAA Members create a deeper, more emotional connection to our brand,” said Rhonda English, chief marketing officer, CAA Club Group of Companies. “For over 115 years, we have been helping people through advocacy and roadside assistance and for decades with travel and insurance. CAA has been approaching business in a positive and impactful way since its inception and it is time to align our marketing and communications accordingly.”


Driven by Good™ was inspired by the people who work at CAA SCO and how they strive to do the right thing for Members and customers every day. It was inspired by a vision of a world where people who, when faced with a choice to do the easy thing, the reactionary thing, the thing that best serves them, pause, and make a choice to do good.


As the platform and tagline were developed, CAA collected more than 250 stories of Associates going above and beyond to do the right thing in their day-to-day lives. Stories like the colleague who cleared all the vehicles of snow in her apartment parking lot after a nasty snowfall. Or the Associate, an amateur photographer, who set up his garage like a photo studio so he could take photos of his neighbour's ill child and her father. Or the co-worker who scrambled to find a coat and warm clothing to help someone in distress.


“All of these stories, big and small, show how CAA is made up of Associates who are truly driven by doing good in the world. We are proud that our Associates bring this same approach to their work, showing that as an organization we aren’t driven by profit, we are focused on keeping Members safe and adding value to their day-to-day lives,” continued English. “We are inspired by these kind and courageous acts, which represent a world that we want to be a part of and contribute to.”


The first campaign that is part of the new brand platform launches today, to begin to tell CAA's story in this new way. It is focused on inviting our audience into the ‘World of Good’ that we all want to live in. It showcases the good choices that people make that we at CAA are inspired by every day. It also draws on stories and experiences from Associates across the organization focused on how we are Driven by Good™.


For more information and to see CAA’s newest brand spot, go to https://www.caasco.com/campaigns/brand/driven-by-good.


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MEDIA RELEASE: 2026 CAA EV Circuit: EVs go the distance, but charging, efficiency and costs vary featured image

4 min

MEDIA RELEASE: 2026 CAA EV Circuit: EVs go the distance, but charging, efficiency and costs vary

The question for Canadians considering an EV may no longer be how far it can go, but how efficiently it uses energy, how quickly it charges and how much it costs to recharge. Results from the 2026 CAA EV Circuit found significant differences across vehicles in all three areas. “Range anxiety has long dominated the conversation about electric vehicles, but these results suggest the discussion can shift to more personalized considerations for drivers,” says Kaitlynn Furse, director, corporate communications, CAA Manitoba. “For many of today’s EVs, the question is becoming less about whether you can complete a trip and more about how efficiently you can make it, where you will charge, how long charging will take, and what it will cost.” All 22 electric vehicles participating in the CAA EV Circuit completed the same 230-kilometre route without needing to charge, including the vehicle with the shortest advertised range. A 15-minute charging test was completed at the end to capture further data. The route started in Blue Mountain, ON and ended in Vaughan, ON. On average, the vehicles used only 40 per cent of their battery charge over the route. EVs demonstrate a significant energy-efficiency advantage over traditional gasoline-powered vehicles The electric vehicles in the Circuit used the energy equivalent of approximately two litres of gasoline per 100 kilometres. By comparison, the average Canadian passenger vehicle consumes roughly eight to 10 litres of gasoline per 100 kilometres. Energy consumption among the participating EVs ranged from 11.43 kilowatt-hours per 100 kilometres to 28.91 kilowatt-hours per 100 kilometres, illustrating the variation among vehicle sizes, weights and designs. A more efficient EV generally requires less electricity to travel the same distance, which can contribute to lower charging costs and less time spent charging. A notable finding was that the vehicles in the September 2026 CAA EV Circuit consumed approximately 40 per cent less energy, on average, than the vehicles evaluated during the February 2025 CAA EV Winter Test. While the tests were conducted under different conditions and with different vehicles, the difference highlights the significant impact that temperature can have on EV efficiency. A short charging stop can meaningfully extend a trip When it comes to charging experience, during the standardized 15-minute charging session, participating vehicles added an average of 110 kilometres of displayed range. Almost two-thirds of the vehicles added at least 100 kilometres, demonstrating that a brief charging stop can provide a meaningful boost during a longer journey. Results differed significantly among vehicles. The displayed driving range added during the 15-minute session varied from 58 kilometres to 178 kilometres. Charging performance can be affected by the vehicle, charger, battery temperature, battery state of charge and conditions at the time of charging. These results also highlight the effect of Canadian climate variations. Vehicles tested in the September 2026 CAA EV Circuit added approximately 15 per cent more displayed range during the charging session than the group evaluated during CAA’s 2025 EV Winter Test. “For Canadians planning longer drives, knowing a vehicle’s total range is only part of the equation,” continues Furse. “Drivers should also understand how their vehicle charges and recognize that the number of kilometres added during a stop can change depending on the vehicle and the charging conditions.” Public fast-charging costs are not the same for every EV The Circuit found that the average cost of a 15-minute charging session at the public fast chargers used in the test was $13.45, but individual vehicle results ranged from $7.28 to $24.39. All vehicles were charged at Tesla charging stations to ensure a consistent charging experience, so it is important to note that Teslas receive preferred pricing at Tesla charging stations. The test was designed to reflect a higher-cost road-trip charging scenario, using premium public fast chargers operating at full capacity. It does not represent the typical cost of powering an EV. CAA’s National EV Driver Survey found that public fast charging accounts for only eight to 18 per cent of charging, meaning most EV drivers generally charge under lower-cost circumstances like at home or work. “Just as Canadians compare fuel economy when buying a gasoline-powered vehicle, they should compare energy efficiency and charging performance when considering an EV,” says Furse. “Where and how often someone expects to charge can make a substantial difference to their experience and road-trip costs.” Complete vehicle findings and additional information about the 2026 CAA EV Circuit are available at 2026 CAA EV Circuit: Complete Vehicle Findings -30- About the CAA EV Circuit The CAA EV Circuit was conducted on September 16, 2026, with 22 electric vehicles travelling the same 230-kilometre route from Blue Mountain to Vaughan, Ontario, across city streets, rural roads and highways. Using a neutral data-driven methodology, all vehicles followed the same route, operated under consistent settings and participated in a standardized charging session. Performance data was collected throughout the drive and validated by CAA’s business intelligence and automotive experts. Data Snapshot Most kilometres gained in a 15-minute charging session Lucid Gravity, 178 km Hyundai IONIQ 5, 136 km Mercedes-Benz CLA with EQ Technology, 135 km Cadillac LYRIQ, 131 km Nissan LEAF, 126 km Least kilometres gained in a 15-minute charging session Lucid Air, 58 km Chevrolet Equinox EV, 71 km Chevrolet Silverado EV, 80 km GMC HUMMER EV SUV, 90 km Tesla Model Y, 97 km Lowest cost per 100 kms of charge added Tesla Model 3, $7.28 Tesla Model Y, $8.23 Nissan LEAF, $10.13 Kia EV4, $10.25 Hyundai IONIQ 5, $10.68 Highest cost per 100 kms of charge added GMC HUMMER EV SUV, $24.39 Chevrolet Silverado EV, $19.05 Rivian R1T, $17.85 Tesla Cybertruck, $15.61 Volkswagen ID. Buzz, $15.48 Lowest energy consumption (kWh/100 km) Toyota bZ 11.43 kWh Tesla Model Y 11.81 kWh Tesla Model 3 11.85 kWh Kia EV4 11.89 kWh Nissan LEAF 12.48 kWh Highest energy consumption (kWh/100 km) Lucid Gravity 28.91 kWh GMC HUMMER EV SUV 23.55 kWh Tesla Cybertruck 23.41 kWh Rivian R1T 19.96 kWh Cadillac LYRIQ 19.1 kWh

MEDIA RELEASE: 2026 CAA EV Circuit: EVs go the distance, but charging, efficiency and costs vary featured image

4 min

MEDIA RELEASE: 2026 CAA EV Circuit: EVs go the distance, but charging, efficiency and costs vary

The question for Canadians considering an EV may no longer be how far it can go, but how efficiently it uses energy, how quickly it charges and how much it costs to recharge. Results from the 2026 CAA EV Circuit found significant differences across vehicles in all three areas. “Range anxiety has long dominated the conversation about electric vehicles, but these results suggest the discussion can shift to more personalized considerations for drivers,” says Kaitlynn Furse, director, corporate communications, CAA South Central Ontario. “For many of today’s EVs, the question is becoming less about whether you can complete a trip and more about how efficiently you can make it, where you will charge, how long charging will take, and what it will cost.” All 22 electric vehicles participating in the CAA EV Circuit completed the same 230-kilometre route without needing to charge, including the vehicle with the shortest advertised range. A 15-minute charging test was completed at the end to capture further data. The route started in Blue Mountain, ON and ended in Vaughan, ON. On average, the vehicles used only 40 per cent of their battery charge over the route. EVs demonstrate a significant energy-efficiency advantage over traditional gasoline-powered vehicles The electric vehicles in the Circuit used the energy equivalent of approximately two litres of gasoline per 100 kilometres. By comparison, the average Canadian passenger vehicle consumes roughly eight to 10 litres of gasoline per 100 kilometres. Energy consumption among the participating EVs ranged from 11.43 kilowatt-hours per 100 kilometres to 28.91 kilowatt-hours per 100 kilometres, illustrating the variation among vehicle sizes, weights and designs. A more efficient EV generally requires less electricity to travel the same distance, which can contribute to lower charging costs and less time spent charging. A notable finding was that the vehicles in the September 2026 CAA EV Circuit consumed approximately 40 per cent less energy, on average, than the vehicles evaluated during the February 2025 CAA EV Winter Test. While the tests were conducted under different conditions and with different vehicles, the difference highlights the significant impact that temperature can have on EV efficiency. A short charging stop can meaningfully extend a trip When it comes to charging experience, during the standardized 15-minute charging session, participating vehicles added an average of 110 kilometres of displayed range. Almost two-thirds of the vehicles added at least 100 kilometres, demonstrating that a brief charging stop can provide a meaningful boost during a longer journey. Results differed significantly among vehicles. The displayed driving range added during the 15-minute session varied from 58 kilometres to 178 kilometres. Charging performance can be affected by the vehicle, charger, battery temperature, battery state of charge and conditions at the time of charging. These results also highlight the effect of Canadian climate variations. Vehicles tested in the September 2026 CAA EV Circuit added approximately 15 per cent more displayed range during the charging session than the group evaluated during CAA’s 2025 EV Winter Test. “For Canadians planning longer drives, knowing a vehicle’s total range is only part of the equation,” continues Furse. “Drivers should also understand how their vehicle charges and recognize that the number of kilometres added during a stop can change depending on the vehicle and the charging conditions.” Public fast-charging costs are not the same for every EV The Circuit found that the average cost of a 15-minute charging session at the public fast chargers used in the test was $13.45, but individual vehicle results ranged from $7.28 to $24.39. All vehicles were charged at Tesla charging stations to ensure a consistent charging experience, so it is important to note that Teslas receive preferred pricing at Tesla charging stations. The test was designed to reflect a higher-cost road-trip charging scenario, using premium public fast chargers operating at full capacity. It does not represent the typical cost of powering an EV. CAA’s National EV Driver Survey found that public fast charging accounts for only eight to 18 per cent of charging, meaning most EV drivers generally charge under lower-cost circumstances like at home or work. “Just as Canadians compare fuel economy when buying a gasoline-powered vehicle, they should compare energy efficiency and charging performance when considering an EV,” says Furse. “Where and how often someone expects to charge can make a substantial difference to their experience and road-trip costs.” Complete vehicle findings and additional information about the 2026 CAA EV Circuit are available at 2026 CAA EV Circuit: Complete Vehicle Findings -30- About the CAA EV Circuit The CAA EV Circuit was conducted on September 16, 2026, with 22 electric vehicles travelling the same 230-kilometre route from Blue Mountain to Vaughan, Ontario, across city streets, rural roads and highways. Using a neutral data-driven methodology, all vehicles followed the same route, operated under consistent settings and participated in a standardized charging session. Performance data was collected throughout the drive and validated by CAA’s business intelligence and automotive experts. Data Snapshot Most kilometres gained in a 15-minute charging session Lucid Gravity, 178 km Hyundai IONIQ 5, 136 km Mercedes-Benz CLA with EQ Technology, 135 km Cadillac LYRIQ, 131 km Nissan LEAF, 126 km Least kilometres gained in a 15-minute charging session Lucid Air, 58 km Chevrolet Equinox EV, 71 km Chevrolet Silverado EV, 80 km GMC HUMMER EV SUV, 90 km Tesla Model Y, 97 km Lowest cost per 100 kms of charge added Tesla Model 3, $7.28 Tesla Model Y, $8.23 Nissan LEAF, $10.13 Kia EV4, $10.25 Hyundai IONIQ 5, $10.68 Highest cost per 100 kms of charge added GMC HUMMER EV SUV, $24.39 Chevrolet Silverado EV, $19.05 Rivian R1T, $17.85 Tesla Cybertruck, $15.61 Volkswagen ID. Buzz, $15.48 Lowest energy consumption (kWh/100 km) Toyota bZ 11.43 kWh Tesla Model Y 11.81 kWh Tesla Model 3 11.85 kWh Kia EV4 11.89 kWh Nissan LEAF 12.48 kWh Highest energy consumption (kWh/100 km) Lucid Gravity 28.91 kWh GMC HUMMER EV SUV 23.55 kWh Tesla Cybertruck 23.41 kWh Rivian R1T 19.96 kWh Cadillac LYRIQ 19.1 kWh

MEDIA RELEASE: CAA Manitoba encourages families to make a School Year Resolution for safer school zones featured image

3 min

MEDIA RELEASE: CAA Manitoba encourages families to make a School Year Resolution for safer school zones

As Manitoba students head back to school, CAA Manitoba is encouraging families to make one simple school year resolution: help create safer school zones for everyone. With students, parents, school buses, adult crossing guards and pedestrians returning to daily routines, school zones become significantly busier during the back-to-school season. CAA Manitoba is reminding all road users that school zone safety is a shared responsibility and that small actions can make a big difference in helping children get to and from school safely every day. "Back-to-school season is an exciting time for families, but it also brings increased traffic and activity around schools," says Ewald Friesen, manager of government and community relations, CAA Manitoba. "Whether you're driving, walking, cycling or taking the bus, everyone has a role to play in creating safer school communities by slowing down, staying focused and looking out for one another." Reduced school zone speed limits are back in effect As of Sept. 1, reduced school zone speed limits are back in effect across Manitoba. Between 7 a.m. and 5:30 p.m., Monday through Friday, drivers are required to reduce their speed to 30 km/h when travelling through school zones. To help reduce congestion and improve safety, CAA Manitoba is encouraging families to set a few "school year resolutions" this fall: Give yourself a few extra minutes: We know mornings don't always go according to plan. When possible, build in a little extra time for the school run. A less rushed arrival can help reduce behaviours like double parking, stopping in undesignated areas or dropping children off from unsafe locations. Follow your school's drop-off routine: Every school has procedures designed to move students safely and efficiently. Following designated pick-up and drop-off practices, even when the line is long, helps improve traffic flow and creates a safer experience for children, families, and school staff. Consider a "park and walk": If it's practical for your family, parking a short distance from the school and walking the last block can help ease congestion near entrances while giving children an opportunity to build road safety awareness. Help reduce traffic with active school travel: If possible, incorporate active school travel into your family's routine, even one or two days per week. Encouraging your kids to walk or wheel to school helps to ease traffic congestion, among other benefits. Reinforce road safety rules: Proactively chat with children about how to safely walk, bike or scooter based on their age and neighbourhood. Simple reminders like looking "left, right, left" before crossing, paying attention to crossing guards and staying alert around driveways, back lanes and parking lots can make a big difference. CAA Manitoba is also reminding drivers to stay alert in school zones, particularly during arrival and dismissal periods. Motorists should watch for adult crossing guards, school safety patrollers, pedestrians, and school buses, and be prepared to stop at marked crossings. Drivers must stop at least five metres away from a school bus with flashing red lights and an extended stop arm and remain stopped until the signals are no longer activated. Now in its 90th year, the CAA School Safety Patrol program has helped keep Manitoba students safe as they travel to and from school. Student Patrollers help classmates cross roadways safely while promoting good road safety habits and demonstrating leadership within their communities. "Creating safer school zones starts with all of us making thoughtful choices every day," said Friesen. "When drivers slow down, families follow safe drop-off practices and children understand how to navigate their neighbourhood safely, we can help ensure every student has a safer journey to and from school." For more information, visit: www.caamanitoba.com/advocacy/school-safety/school-zones.

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