The Jamaica Automobile Association (JAA) has embarked on a transformative new chapter aimed at delivering smarter, more innovative, and technology-driven mobility solutions for Jamaicans.
The shift was formally unveiled through REIGNITION, the Association’s renewed vision for the future, which was launched alongside the EX2 The Max Promotion, a customer rewards initiative that gives both new and existing members the opportunity to win a Geely EX2 electric vehicle.
“REIGNITION is our promise to the members and customers who have trusted us for generations,” said Owen Smith, General Manager of the JAA. “The JAA of the future will be faster, smarter, more innovative, and even more firmly on their side than the JAA they already know.”
Mr Smith said the Association’s commitment to transformation is rooted in a long history of adapting to meet the evolving needs of Jamaicans.
“We began as a motor club advocating for Jamaica’s earliest motorists, and we have grown alongside the nation ever since,” he said. “Our longevity is no accident. It is the result of a simple discipline: never stop adapting and never lose sight of the people we serve.”
Mr Smith noted that although the JAA is proud of its more than 100-year legacy, its focus is firmly on the future and on harnessing technology to enhance service delivery.
“Technology is transforming how Jamaica lives, works, and moves, and we are determined that our members will be among the first to experience those benefits through smarter, more responsive services designed around their needs,” he said.
The general manager added that the Association’s vision extends beyond traditional motorists.
“Mobility belongs to everyone, not only those behind the wheel,” Smith said. “As the JAA evolves, so too will the ways we serve, support, and connect Jamaicans wherever their journeys take them.”
In line with renewed direction, the JAA has launched the EX2 The Max Promotion, which will reward a lucky person who purchases a Platinum membership, or existing JAA member who renews or upgrades their membership with a brand new Geely EX2 electric vehicle. The promotion runs until December 5.
Chandapaul Washington, Marketing Manager, JAA said the promotion was carefully selected to reflect the organisation’s focus on innovation and the future of mobility.
“As we enter a new era as a company, technology will be one of the key drivers behind the services we provide our members,” Washington said. “One of the best ways to showcase this transition is by offering a prize that reflects that vision. The Geely EX2 represents the future of mobility and aligns perfectly with the direction in which the JAA is moving.”
Mr Washington noted that the JAA continues to provide the essential services on which members have relied for decades, including emergency roadside assistance, towing services, transportation solutions, motor vehicle document renewals, vehicle telematics, and member discounts at participating merchants.
“Although this promotion highlights what the next chapter of JAA will look like, it is also our way of thanking our loyal members and inviting more Jamaicans to become part of the JAA family,” he said.
Under the promotion, new customers who purchase a Platinum or Black membership will receive 10 entries into the draw, while existing members who upgrade from Silver or Gold membership will receive five entries.
Mr Smith said the initiative is more than a giveaway and forms part of the Association’s broader effort to deepen engagement with its members while introducing more Jamaicans to the value of JAA membership.
“EX2 The Max is our way of saying thank you to every member and customer who has supported us over the years,” he said. “It is far more than a giveaway. It is a celebration of loyalty, trust, and the role our members have played in our journey. It is also an invitation to every Jamaican who has yet to experience the value of being part of the JAA family.”
Mr Smith said the Association’s transformation is aligned with the wider mission of The Jamaica National Group, of which the JAA has been a member since 2005.
“As a member of The Jamaica National Group, we share a commitment to helping Jamaicans own their journey,” he said. “Whether that journey involves owning a home, growing a business, purchasing a motor vehicle, or pursuing personal aspirations, our role is to provide mobility solutions that help Jamaicans move safely, efficiently and confidently.”
He added: “Our vision is to become the engine of mobility for all Jamaicans. By embracing innovation and technology, we will continue to improve the lives of the people we serve and remain at the forefront of mobility solutions in Jamaica.”
About JAA
Founded in 1924, the Jamaica Automobile Association (JAA) is Jamaica’s premier motoring organisation, dedicated to promoting road safety and protecting life and property. Serving more than 30,000 members, the JAA provides 24-hour islandwide roadside assistance, emergency services, advocacy, and automotive support for all road users. As Jamaica’s representative in the Fédération Internationale de l’Automobile (FIA), JAA members also benefit from access to a global network of motoring clubs, international roadside assistance in participating countries, and worldwide savings through the FIA “Show Your Card & Save” programme.
