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CAA Named Most Trusted Brand in Canada

Ottawa, ON, 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.


CAA North & East Ontario (CAA NEO) provides more than 300,000 members in the region with emergency roadside service, complete automotive and travel services, member savings, and comprehensive insurance services. CAA NEO is part of a larger federation of eight CAA Clubs across Canada committed to providing exceptional service to more than six million members coast-to-coast, as well as advocating on issues of concern including road safety, the environment, mobility, infrastructure and consumer protection. To join, visit

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 more information, please contact:
Mandy Chepeka
Communications Manager
CAA North & East Ontario
Phone: 613 733 9070 X 6415
Mobile: 613 797 1253