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OUR STORY
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About AMA Our Story
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HISTORY IN THE MAKING
The Alberta Motor Association formed in 1926, when auto clubs from Edmonton and
Calgary joined forces to make things better for motorists. Together, they
lobbied for safer roads and lower fuel taxes, marking the start of a nearly
century-long legacy of Albertans serving Albertans.
OUR VISION
We inspire confidence in the hearts and minds of our members to live their best
lives.
OUR VALUES
We’re guided by our values: integrity, respect, open and honest communication,
excellence, innovation, collaboration and stewardship.
OUR WHY
We’re committed to protecting the things that matter most to our members.
TO MAKE A LONG STORY SHORT
We’re proud of our story, which in many ways is the story of this province. But
rather than resting on our accomplishments, we’re building on them, never
ceasing our efforts to create a brighter future for AMA members. Call it history
in the making.
BIRTH OF THE ALBERTA MOTOR ASSOCIATION
1920S
AMA IS INCORPORATED
1926
A precursor to the modern AMA, the Alberta Motor League was formed by uniting
automotive clubs from Edmonton and Calgary.
AUTO GARAGES
1927
Recognizing the need to protect the growing number of motorists in Alberta, we
opened six garages that provided free emergency roadside assistance.
LICENCE PLATES
1928
We provided our first registry service by selling licence plates to Alberta’s
motorists, which only cost 50 cents each at the time.
DRIVER’S LICENSING
1929
AMA began providing driver’s licences to the motorists of Alberta. Notably,
driver exams to obtain licences weren’t required until 1937.
ADVOCATING FOR DRIVERS & COMMUNITIES
1930S
FAIR GAS PRICES
1930
Noting differences in gas prices across the province, we pressured the
Government of Alberta to investigate on behalf of motorists, to ensure a fair
price no matter where people filled up.
HIGHWAY RESCUE ON TWO WHEELS
1937
Our first highway motorcycle patrol began operating on Highway 2 between
Edmonton and Calgary to help drivers who were stuck or broken down on the road.
SCHOOL SAFETY PATROL
1938
AMA sponsored and expanded the School Safety Patrol to protect and educate
students about traffic safety, which continues its mission to this day.
DRIVING SCHOOL CLASSES BEGIN
1938
With 85,000 cars already registered in Alberta, we started offering our first
Driver Education courses to motorists to reduce collisions and improve road
safety.
EXPANDING SAFETY & SERVICES
1950S – 1960S
CAR SAFETY RODEOS
1953
We held Car Safety Rodeos in Edmonton and Calgary to educate motorists and give
them an opportunity to practise their skills in a safe environment.
AMA INSURANCE LAUNCHES
1962
AMA Insurance is officially incorporated and begins selling automotive
insurance.
AMA TRAVEL SETS SAIL
1962
To help our members go further, we launched our first travel service: Pleasurama
Holidays. Today, AMA Travel is the largest retail travel agency in Alberta.
STANDARDIZED TRAFFIC LAWS
1967
After two years of effort, we successfully lobbied the Government of Alberta to
create provincial rules of the road to replace municipal bylaws, which varied
from town to town.
“BRING ’EM BACK ALIVE”
1968
On May long weekend, we launched “Bring ’em Back Alive” to promote safe driving.
The campaign received national attention and inspired many of our future
campaigns to focus on the positive results of safe driving.
GOING FURTHER FOR MEMBERS
1970S – 1980S
FREE EMISSIONS TESTING
1972
As part of our “Countdown to Clean Air” initiative, we travelled Alberta
providing free mobile emissions testing to motorists, encouraging vehicle
maintenance and emission reduction.
MORE INSURANCE OPTIONS
1972
We expanded our insurance coverage to include home policies, protecting more of
the things our members care about.
TRUSTED ROADSIDE SERVICE
1976
We started operating our own tow truck fleets to provide more consistent and
reliable service to our members at the roadside.
HELPING PICK UP THE PIECES
1987
When a devastating tornado swept through Edmonton, an event which came to be
known as “Black Friday,” AMA helped affected Albertans rebuild their
communities.
FLEET DRIVER TRAINING NOW IN BUSINESS
1989
Our fleet safety driver training program was first developed for the drivers of
Shell Canada. We’ve since taught the program to hundreds of companies and added
online training options for remote businesses.
INNOVATIONS THAT SAVE YOU
1990S
MORE REGISTRY SERVICES
1993
Alberta privatized registry services, which allowed us to expand our offerings
to include more than 120 different registry products and services.
MEMBERSHIP IS REWARDING
1995
We launched “Show Your Card & Save,” which grew into the comprehensive
AMARewards program we have today, with more than 165,000 partner locations.
AMA REWARD DOLLARS
1997
We started giving reward dollars to members who showed their AMA card at select
gas stations across Canada and the U.S.
TAKING CARE OF BUSINESS
1997
To offer security to Alberta’s business owners and independent professionals, we
added business insurance to our list of services.
TRAFFIC SAFETY SUMMIT
1998
We hosted Alberta’s first international Traffic Safety Summit in Kananaskis,
bringing together traffic safety experts from around the world to share
knowledge and inform policy.
PROTECTING WHAT MATTERS MOST
2000S
SLOW DOWN MOVE OVER
2003
To protect first responders and motorists, we worked with police, fire
departments and emergency medical workers to advocate for reduced speeds when
passing vehicles at emergency scenes.
DISCOUNT MOVIE TICKETS
2003
Through a partnership with Cineplex, we started selling movie tickets from our
centres with exclusive discounts for AMA members.
AMA FOUNDATION FOR TRAFFIC SAFETY
2003
With support from our members, the public, and the Government of Alberta, we
launched the AMA Foundation for Traffic Safety to conduct research that informs
policy and protects Alberta’s drivers.
SHREDDING EVENTS
2007
To protect our members from identity theft and fraud, we started hosting free
document shredding events. Every year, the amount of paper we help members
safely dispose and recycle is three and a half times the weight of the Space
Shuttle!
OUR ROAD TO THE FUTURE
2010S – 2020S
DRIVER TRAINING GOES ONLINE
2014
Driver Education made the digital jump when we offered our first online driver
education courses to make driver safety more accessible in Alberta.
BUSINESS LINK PARTNERSHIP
2015
We partnered with Business Link to connect our members with business consultants
in our centres, and with likeminded entrepreneurs at networking events.
FREE ROADSIDE ASSISTANCE FOR KIDS
2015
Kids Go Free launches for Plus and Premier members, ensuring children under 16
get the protection and benefits of membership—including roadside assistance—when
they aren’t with their parents.
AMA ROADBOT
2016
Taking advantage of new technology in driver education, we debuted AMA Roadbot,
a virtual driver education tool that can simulate more than 200 driving
scenarios in rural and urban environments.
FORT MAC STRONG
2016
Wildfires in Fort McMurray resulted in over 39,000 insurance claims, and AMA
Insurance was the first insurance company on-scene at evacuation centres to
issue emergency funds to policyholders.
VEHICLE REGISTRATION AUTO-RENEW
2016
When the Government of Alberta discontinued mail-outs of renewal reminders, we
were the first registry in Canada to provide an automatic renewal service,
helping protect our members from costly fines.
GIFT CARDS THAT GIVE BACK
2018
Our centres started to stock gift cards with 5% cash back on gas, groceries,
gadgets and more so that our members could be rewarded for even more of their
everyday purchases.
SUPPORTING LOCAL FOOD BANKS
2019
Fill Our Fleet, our holiday campaign in support of Alberta food banks, becomes a
year-round initiative, raising more than $100,000 to help vulnerable families.
ONLINE APPOINTMENT BOOKING
2020
For the first time, members could book in-centre appointments with our business
registry specialists to get help starting, growing and maintaining their
business.
BE PART OF HISTORY
AMA is nearly a million members strong. We’re your friends, neighbours,
colleagues and community workers—and we’d love to welcome you to the family.
Join AMA Today
WANT TO LEARN MORE ABOUT AMA?
Affiliated Auto Clubs
AMA Insider Magazine
Career Opportunities
Board of Directors
This is AMA
POPULAR RESOURCES
Read our latest articles, find out what we've been doing in the community, and
get tips to live your best life with confidence.
View All Resources
* ArticleHow Gas Companies Changed the Streets You Drive Today
* ArticleA History of the AMA School Safety Patrol
* ArticleHow to Properly Fit Your Bicycle
* ArticleHelping Children Welcome a New Sibling
* ArticleUnderstanding New Car Safety Technology
A HISTORY OF SERVING OUR COMMUNITY
Our Full Story
1938
AMA sponsored and expanded the School Safety Patrol to protect and educate
students about traffic safety, which continues its mission to this day.
1938
AMA sponsored and expanded the School Safety Patrol to protect and educate
students about traffic safety, which continues its mission to this day.
1972
As part of our “Countdown to Clean Air” initiative, we travelled Alberta with
mobile emission testing units and provided free emission analysis to motorists,
encouraging vehicle maintenance and emission reduction.
1972
As part of our “Countdown to Clean Air” initiative, we travelled Alberta with
mobile emission testing units and provided free emission analysis to motorists,
encouraging vehicle maintenance and emission reduction.
2007
To protect our members from identity theft and fraud, we started hosting free
document shredding events. Every year, the amount of paper we help members
safely dispose and recycle is three and a half times the weight of the Space
Shuttle!
2007
To protect our members from identity theft and fraud, we started hosting free
document shredding events. Every year, the amount of paper we help members
safely dispose and recycle is three and a half times the weight of the Space
Shuttle!
2019
Fill Our Fleet, our holiday campaign in support of Alberta food banks, becomes a
year-round initiative, raising more than $100,000 to help vulnerable families.
2019
Fill Our Fleet, our holiday campaign in support of Alberta food banks, becomes a
year-round initiative, raising more than $100,000 to help vulnerable families.
Our Full Story
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ABOUT AMA
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© 2022 Alberta Motor Association
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