Green Flag

Green Flag started as an idea between two friends, Bob Slicer and Jeffery Pittock,{{cite web |url=http://www.vehiclerecovery.org/history/main1.html |author=Andy Lambert |title=The change begins |publisher=A Condensed History of Vehicle Recovery in the UK}} in a pub in Bradford.{{cite web |url=http://www.thetelegraphandargus.co.uk/news/8218799.Breakdown_boss_Bob_dies_aged_85/ |author=Chris Holland |title=Former Low Moor, Bradford, National Breakdown boss Bob Slicer dies in Australia |date=15 June 2010 |publisher=Telegraph & Argus |accessdate=15 June 2010}}{{cite web |url=http://www.directlinegroup.com/our-brands/green-flag.aspx |title=Our brands: Green Flag |publisher=Direct Line Group}} At the time, the AA and RAC were well established, and offered assistance at the roadside. Slicer and Pittock's National Breakdown Recovery Club operated under a different model, using a network of garages and mechanics that would recover and fix members' cars. The mechanics' local knowledge was meant to provide a swifter response to calls, than the established competition.

When the service began as a three-man business (with Ernest Smith) in 1971, membership only covered breakdowns within a 50-mile radius of their Morley Street base in Bradford and cost £1.50 a year. Within three years, NBRC had become the largest breakdown recovery firm in the country, with over 100,000 members.

In 1984, NBRC was acquired by National Car Parks (NCP),. Five years later, the firm moved to new, purpose-built headquarters in Pudsey, which were opened by Diana, Princess of Wales.{{cite web |url=http://www.vehiclerecovery.org/history/main2.html |author=Andy Lambert |title=The "big 2" respond |publisher=A Condensed History of Vehicle Recovery in the UK}} The company was renamed Green Flag in 1994 and, under the leadership of Chief Executive Ernest Smith, looked to expand into other insurance services. "Green is the symbol of health in Europe," Smith told The Independent in 1995.{{cite web |url=https://www.independent.co.uk/news/business/green-flag-breaks-down-the-barriers-1587026.html |author=Roger Trapp |title=Green Flag breaks down the barriers |work=The Independent |access-date=22 January 2018 |date=17 June 1995}}

In 1992, a subsidiary was created called Green Flag USA, from acquisition of National Breakdown in Lafayette, LA{{cite web | url=https://www.bizjournals.com/dallas/stories/1998/08/31/tidbits.html#Yellow_flag | title=Late news and talk around town }}{{cite web | url=https://www.independent.co.uk/news/business/green-flag-breaks-down-the-barriers-1587026.html | title=Green Flag breaks down the barriers | website=Independent.co.uk | date=17 June 1995 }}

NCP was bought out by investment firm Cendant, which put Green Flag up for sale in 1999 after regulators blocked their attempt to also buy RAC.{{cite web |url=http://money.cnn.com/1999/10/08/europe/cendant/ |title=Cendant completes sales |publisher=CNNMoney |access-date=22 January 2018 | date=8 October 1999}}{{Cite news|url=http://www.mynewsdesk.com/uk/rac/pressreleases/esure-appoints-the-rac-to-provide-insurance-customers-with-breakdown-cover-1969139|title=esure appoints the RAC to provide insurance customers with breakdown cover|work=Mynewsdesk|access-date=2017-08-23|language=en}} Later that year, Green Flag became part of the RBS Group when it was acquired by Direct Line for £220m.{{cite web |url=http://news.bbc.co.uk/1/hi/business/468607.stm |title=Direct Line buys Green Flag |publisher=BBC |access-date=22 January 2018 |date=8 October 1999}} June 2008 saw Green Flag announce that it would be branding four hundred vans across its network, to match its marketing.{{cite web |url=http://www.greenflag.com/news/press/Green-Flag-Virtual-Patrol-Launch-2008-6-1.html |title=Green Flag Virtual Patrol Launch |publisher=Green Flag |accessdate=1 June 2008 |archive-url=https://web.archive.org/web/20130330064908/http://www.greenflag.com/news/press/Green-Flag-Virtual-Patrol-Launch-2008-6-1.html |archive-date=30 March 2013 |url-status=dead }}

In 2011, Green Flag reviewed its network of contractors, reducing the number of partner firms from 283 to 173.{{citation needed|date=August 2022}} By 2013, five firms represented the majority of Green Flag's network.{{cite web |url=http://www.yorkshirepost.co.uk/business/business-news/green-flag-waves-in-new-era-1-5423336 |title=Green Flag waves in new era |author=Suzan Uzel |publisher=Yorkshire Post |accessdate=13 February 2013}} RBS' insurance division was floated in October 2012 as Direct Line Group. The new company had declared itself a separate entity the previous month.{{cite web |url=http://www.directlinegroup.com/about-the-group/group-profile/history.aspx |title=Our history |publisher=Direct Line Group}}

In 2015, Direct Line Group announced it would consolidate its sites in the Leeds area, with the closure of the Green Flag Operations Centre in Pudsey. All staff were retained and moved to the Group's new site in Leeds at The Wharf buildings, with Green Flag operations in Glasgow continuing as normal.{{cite web |url=http://www.directlinegroupcareers.com/About-Us/Our-Brands/Green-Flag |title=Search Jobs and Careers at Direct Line Group }}

Green Flag offers a range of breakdown products, from basic roadside assistance to full European cover with recovery, covering cars, motorbikes, trailers and small vans.{{cite web |url=http://www.greenflag.com/breakdown-cover/ |title=Green Flag breakdown cover levels |publisher=Green Flag |accessdate=28 January 2014 |archive-url=https://web.archive.org/web/20140126065049/http://www.greenflag.com/breakdown%2Dcover/ |archive-date=26 January 2014 |url-status=dead }} The company claims an average response time of 42 minutes{{cite web |url=http://www.greenflag.com/ |title=Green Flag |publisher=Green Flag |accessdate=28 January 2014}} and that it has over four million customers.{{cite web |url=http://www.greenflag.com/breakdown-cover/motorbike.html |title=Green Flag motorbike cover |publisher=Green Flag |accessdate=28 January 2014}} Like the rest of the Direct Line Group, Green Flag's products are underwritten by UK Insurance Limited.

Green Flag's services are also available through partners, including Direct Line, Churchill, Privilege, Clydesdale Bank/Yorkshire Bank, RBS/NatWest. They also operate a specialist breakdown service for caravan and motorhome owners,{{cite web |url=http://www.caravanclub.co.uk/insurance/uk-breakdown-and-recovery |title=Caravan Club Mayday |publisher=Caravan Club |accessdate=28 January 2014}} on behalf of the Caravan Club. Green Flag no longer provides coverage for Esure and Sainsbury's Bank customers, these contracts were lost to the RAC following re-tendering.{{Cite web|url=https://www.sainsburysbank.co.uk/car-insurance/breakdown-cover|title=RAC Breakdown Cover - Sainsbury's Bank|website=www.sainsburysbank.co.uk|language=en|access-date=2017-08-23}}

In 2010, mascot Maximili'ant was introduced to Green Flag's marketing.{{cite web |url=http://www.greenflag.com/news/press/new-green-flag-campaign-2010-9-20.html |title=Green Flag introduces new brand character in BRTV and DRTV campaign |publisher=Green Flag |accessdate=20 September 2010 |archive-url=https://web.archive.org/web/20140202143643/http://www.greenflag.com/news/press/new-green-flag-campaign-2010-9-20.html |archive-date=2 February 2014 |url-status=dead }} An ant was chosen as the company claims "they're hard working, strong and work well in a team, qualities reflected in the Green Flag network."{{cite web |url=http://uk.linkedin.com/company/direct-line-group/green-flag-684883/product |title=Green Flag LinkedIn profile |publisher=LinkedIn}} The character was brought to life by the voice of Harry Hill, in television and radio advertising until 2012.

Green Flag relaunched their advertising in August 2017, changing their motto to "Common Sense to the Rescue" and targeting AA and RAC customers more directly with their campaigns.{{Cite web|url=http://www.thedrum.com/creative-works/project/wcrs-green-flag-flying-the-green-flag-breakdown-services|title=Green Flag: Flying The 'Green' Flag For Breakdown Services by WCRS|website=The Drum|language=en|access-date=2017-08-23}}

In 1994, Green Flag became the first brand to sponsor the England men's football team.{{cite web |url=http://www.englandfootballonline.com/TeamBack/Sponsor.html |title=England team sponsorship |publisher=England Football Online}} The deal ran to the 1998 FIFA World Cup, including UEFA Euro 1996, and is believed to have cost the firm £4m.{{cite web |url=https://www.independent.co.uk/sport/england-to-wave-the-flag-for-1634m-1567905.html |title=England to wave the flag for £4m |author=Guy Hodgson |work=The Independent |accessdate=22 January 2018 |date=13 January 1995}} The deal ended in July 1998.

Between 2000 and 2002, the company was the main title sponsor of the British Formula 3 Championship{{cite web |url=http://www.marketingweek.co.uk/green-flag-drops-f3-and-signs-1m-british-touring-car-sponsorship-deal/2040169.article |title=Green Flag drops F3 and signs £1m British Touring Car sponsorship deal |publisher=Marketing Week |accessdate=21 March 2002}} and then, between March 2002 to March 2005, the British Touring Car Championship.{{cite web |url=http://www.pistonheads.com/roadtests/doc.asp?c=28&i=10047 |title=Green Flag pulls out of Touring Cars |publisher=PistonHeads |accessdate=16 March 2005}} This was not the company's first motorsport sponsorship, as National Breakdown had sponsored rallies between 1984 and 1987.{{cite web |url=http://www.ewrc-results.com/events.php?id=1048&t=National-Breakdown-/-Cartel-Rally |title=National Breakdown/Cartel Rally results |publisher=ewrc-results.com}}

In 2004, the company again supported football through sponsorship of AOL's coverage of Euro 2004.{{cite web |url=http://www.brandrepublic.com/news/212559/ |title=Green Flag sponsors AOL's UEFA content |publisher=Marketing |accessdate=1 June 2004}} The Green Flag logo appeared on the Williams F1 team cars of Nico Rosberg and Kazuki Nakajima (2009) and Rubens Barichello and Nico Hülkenberg (2010) as part of the RBS sponsorship.{{cite web |url=http://www.f1network.net/main/s107/st144220.htm |title=RBS F1 sponsorship extended to Green Flag |publisher=f1network.net |accessdate=8 May 2009}} Green Flag is the current sponsor of British gymnast Nile Wilson.{{cite web |url=http://nilewilson.com/sponsors/green-flag/ |author=Nile Wilson |title=Sponsors: Green Flag |accessdate=28 January 2014}} Also in 2014, Green Flag announced that it had become a sponsor of Premiership Rugby.{{cite web |url=http://blog.greenflag.com/2014/premiership-rugby-sponsor/ |author=Green Flag |title=Green Flag partners with Premiership Rugby |accessdate=28 February 2014}}

From June 2015 to July 2016, Green Flag was the sponsor of the ITV National Weather, on ITV and UTV.

Green Flag is a multiple Your Money award winner. The company was named Best Breakdown Cover Provider in 2004,[http://www.yourmoney.com/your-money/awards/2251370/your-money-award-winners-2004 Your Money award winners 2004] 2005,[http://www.yourmoney.com/your-money/awards/2251365/your-money-award-winners-2005 Your Money award winners 2005] 2006,[http://www.yourmoney.com/your-money/awards/2251355/your-money-award-winners-2006 Your Money award winners 2006] 2007,[http://www.yourmoney.com/your-money/awards/2251353/your-money-award-winners-2007 Your Money award winners 2007] 2008,[http://www.yourmoney.com/your-money/awards/2251347/your-money-award-winners-2008 Your Money award winners 2008] 2009,[http://www.yourmoney.com/your-money/awards/2251118/your-money-awards-winners-2009 Your Money award winners 2009] 2010,[http://www.yourmoney.com/your-money/awards/2251108/your-money-award-winners-2010 Your Money award winners 2010] 2013[http://www.yourmoney.com/your-money/awards/2293755/your-money-direct-awards-2013 Your Money award winners 2013] and 2014.[http://www.yourmoney.com/your-money/news/2355391/your-money-award-winners-2014-revealed Your Money award winners 2014 revealed] They were also Best Online Breakdown Cover provider in 2004, 2005, 2006, 2007 and 2014. The Institute of Transport Management recognised Green Flag as the Roadside Assistance Company Of the Year in June 2012.{{Cite web |url=http://www.directlinegroup.com/media/news/brand/2012/19-jun-2012.aspx |title=Green Flag is delighted to have won the Roadside Assistance Company 2012 Award |access-date=28 January 2014 |archive-date=3 February 2014 |archive-url=https://web.archive.org/web/20140203083334/http://www.directlinegroup.com/media/news/brand/2012/19-jun-2012.aspx |url-status=dead }}

Green Flag was ranked 9th, after scoring 81.02% in the 2013 Auto Express Driver Power Survey of best breakdown cover providers.[http://www.autoexpress.co.uk/car-news/65601/best-breakdown-cover Auto Express Driver Power Survey 2013: breakdown cover providers] This increased to a score of 87.33%, and an improved ranking of 3rd in the newest Auto Express Driver Power Survey in 2014, seeing Green Flag outrank both the AA and RAC.

{{reflist}}

• {{official website|http://www.greenflag.com}}

Category:1971 establishments in England

Category:Automobile associations in the United Kingdom

Category:British companies established in 1971

Category:Direct Line Group

Category:Emergency road services

Category:Financial services companies established in 1971

Category:Royal Bank of Scotland

Category:Transport companies established in 1971