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DIRECT LINE THROWS DOWN GAUNTLET TO AA AND RAC

News, 01 April 1998

DIRECT INSURER Direct Line has moved into the roadside breakdown market in typical buccaneering style. A series of full-page ads in the national press reproduced the AA and RAC's knocking advertisements, whilst Direct Line invites readers to leave them to ‘their private quarrel’ and call DL for a competitive quote. Says a DL spokesman: ‘The AA and RAC have become complacent because they are focused on each other rather than the consumer.’