Contrary to rumours, the desire to learn to drive is as strong as ever. Admittedly, it is less of a rite of passage for 17-year-olds, but driving still offers unequalled levels of independence, accessibility and excitement. In turn it means that the country needs driving instructors and the role they perform is hugely important in keeping our population mobile and our economy moving.

Switched On

RED continues to grow and evolve, both in terms of reputation and popularity. The brand, of course, is well known and distinctive, but there must be more to it than being well known. “Delivering quality lessons for a fair price is ultimately what makes RED successful,” states Ian McIntosh, CEO of RED. “Customer satisfaction is paramount and having reliable, competent professional instructors who understand the power of great customer service is the key.” But perhaps surprisingly, considering its popular success, RED is a price leader, pushing up the hourly rate for ADIs, especially amongst the big national driving schools. This goes to show that people appreciate that you generally get what you pay for; professional service for pupils and higher reward for instructors.
“Well over 80% of RED’s customers pre-pay the company for the lessons, meaning that instructors are assured of getting paid and don’t have to worry about haggling over price, dramatically reducing the risk of a customer ‘no-show’. Our contact centre is operating six days a week taking bookings, while customers can book and pay online 24/7 of course.” Ease of access and clarity of services is part of the key, which is now helped with a new website.


However, before prospective pupils or their parents get that far, it is the brand and its reputation that brings RED to the attention of the public, and that’s all in the details of the product. For example, training vehicles. RED instructors have the freedom to use their own vehicles, but they must meet RED’s standards and include the RED decal scheme. “Customers expect to see a modern, clean and RED branded vehicle turn up when they have booked RED lessons. We have just taken delivery of the first batch of the brand-new version of the Clio, and we are mightily impressed with it”. The company’s Instructor Services provide personal support and advice as required and help is never far away. It’s the sense of family, dedication and opportunity to develop as instructors and trainers that has helped RED consistently grow in success and reputation, and it now has over one hundred ADIs that have been with the company for over ten years!


Ultimately though, any business only exists because of, and for, its customers, and RED is the most highly rated school on Trustpilot. “That confidence inspiring rating helps the discerning learner driver choose RED and we are immensely proud of our instructors who have helped us built this awesome reputation.”
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