Leading into the Future: Percy Hoffmann’s Vision for AAA Washington

When Percy H. arrived in Seattle for his AAA Washington interview, the world was still adjusting to life behind masks. It was his first visit to Seattle, and while our city’s famous drizzle may not have left much of an impression, the people he met that day certainly did.

"It was the middle of the pandemic, and everything felt uncertain, but this team—this organization—was incredibly focused,” Percy recalled. “Even with masks on, I could tell I was sitting across from people who were engaged and truly cared about what they do.”

Fast forward to today, and Percy now serves as AAA Washington’s Chief Operating Officer. Known for his thoughtful, team-centered approach, Percy oversees operations, including emergency roadside services and IT—key areas shaping the organization’s future. His focus is on maintaining AAA Washington’s 120-year legacy while evolving it to meet the changing demands of mobility and technology.

Team Focused Culture

Ask Percy what sets AAA Washington apart, and his answer is simple but heartfelt: it’s the people. From fleet technicians to IT technical support specialists to district managers, every individual ensures members feel supported, valued, and cared for.

“Our greatest asset isn’t our trucks or technology—it’s our team,” Percy shared. “We’re a member-driven organization, and everything we do reflects that. From roadside assistance to travel planning, our people intentionally deliver the best possible experience. It’s what makes us who we are.”

That’s not to say the organization’s fleet doesn’t deserve some credit. Percy acknowledged with a laugh, “We do have cool trucks,” nodding to recent commercials showcasing AAA Washington’s iconic vehicles. But for Percy, the people behind the scenes, on the phones or in the trucks—the fleet technicians who bring care and professionalism to every call—make all the difference.

This commitment to people extends beyond the organization’s public-facing services. Internally, Percy’s leadership philosophy centers on empowering employees and fostering collaboration. “Our hiring philosophy values interpersonal skills over technical experience,” Percy explained.

The result? A culture where teamwork thrives. Percy notes that silos—a common challenge in many organizations—are practically non-existent at AAA Washington. He believes this sense of teamwork sets the organization apart, creating an environment where everyone works toward a shared mission: to equip our members with trusted service and expertise to confidently travel through life.

Future-Focused Leadership and Technology Investments

As COO, Percy also oversees the IT department, a critical area for ensuring AAA Washington thrives long into the future. His vision focuses on advancing technology systems to meet the evolving mobility needs of members, ensuring the organization remains at the forefront of innovation.

“The evolution of technology in mobility is advancing rapidly,” Percy remarked. “We’re making heavy investments in platforms to ensure our people have the tools they need to serve members effectively. It’s all about balancing the pace of change with the needs of our members.”

His focus on innovation ensures that AAA Washington’s hallmark service—whether on the roadside or through other member interactions—remains seamless and reliable. By leveraging data to anticipate demand, allocating resources efficiently, and investing in tools that enhance communication, Percy’s team is modernizing operations while preserving the human connection that defines the AAA experience.

This is where AAA Washington’s mantra of “helpful tech, with a human touch” comes into play.

“Every minute feels like an hour when you’re stranded,” Percy explained. “Our job is to make those minutes as short—and stress-free—as possible. Technology helps, but it’s our people who truly make the difference.”

A Vision Grounded in Collaboration

While Percy’s professional insights are impressive, his humility and approachability truly stand out. Ask him about his role as COO, and he’s quick to deflect praise. “This isn’t about me—it’s about us,” he said. “I’m fortunate to have such an incredibly dedicated group of people who not only work hard but are also some of the nicest people I’ve ever worked with.”

Still, there’s no denying the impact of his leadership. From empowering teams to fostering cross-departmental collaboration, Percy’s thoughtful approach has brought AAA Washington a renewed sense of purpose. Whether modernizing systems or encouraging a continuous improvement outlook, Percy’s leadership is grounded in the belief that when employees are equipped to succeed, the organization reaps the benefits.

The Road Ahead

As AAA Washington looks to the future, Percy remains focused on preserving its legacy and adapting to change. From integrating innovative tools to embracing the rise of EVs, his leadership ensures the organization remains as reliable as ever.

“Our work isn’t just about towing cars or planning trips,” Percy said. “It’s about being there for people when they need us most and showing up in a way that builds trust at every interaction.”

Under Percy’s leadership, AAA Washington is poised to continue its journey of service and innovation.