AA (Ireland) is to step away from its Roadwatch traffic and travel reports after almost 32 years as it looks to the next phase of its growth.
Don Brennan, Managing Director of AA Insurance, said that from tomorrow - 10 July - it will no longer provide AA Roadwatch broadcasts.
Mr Brennan said the company has decided to move away from this service and instead focus on growing other areas of its business.
"The raft of new GPS technologies and traffic information sources means a wealth of detail is available to motorists from various sources," he said.
Seven AA staff currently work on the service.
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The AA said it will still offer travel information, route planners, emergency advice, and reporting on its AA Ireland website and AA App.
AA Ireland started broadcasting traffic reports on RTÉ Radio 1 in September 1989.
Since then, it has become part of the country's morning and evening routines.
It also launched the careers of many broadcasters and presenters, including Conor Faughnan, Lorraine Keane, Louise Duffy, Doireann Garrihy, Nuala Carey and Louise Heraghty.
"We will focus our efforts on other areas of motoring advice and editorial to add a richer experience to our existing and future customers and members and become the primary source for motoring information with several new multimedia-rich features set to be added in the autumn," Don Brennan said.
The AA said it has started a consultation process with its Roadwatch staff from today, which will examine the future of the editorial content direction of the brand.