Prime Automotive Group and Safe-Guard Products International Partnership Brings a Complete Protection Solution to Prime Dealers

Atlanta, GA, August 18, 2020 – Today Prime Automotive Group announced a new partnership with Safe-Guard Products International, LLC, the leading provider of third-party private label protection products for the automotive, RV, marine and powersports industries. Beginning August 12, Prime Automotive Group now provides a complete F&I product solution to Prime dealers under the Prime Automotive Protect brand along with original equipment manufacturer (OEM) branded products. The Prime Automotive Protect brand includes a full suite of 13 fully branded protection products, as well as a dedicated sales team, dealer business tools and technology integrations, and complimentary dealer training and sales and marketing content.

“Our partnership with Safe-Guard is a significant collaboration which will help strengthen the F&I business for our dealers,” said Pete Lebish, COO, Prime Automotive Group. “We pride ourselves on a strong connection between our dealers and the manufacturers and having Safe-Guard as our partner provides us with the powerful combination of the Prime Automotive Protect brand plus the OEM brand in applicable stores. This is a win-win for everyone.”

Prime Automotive Group represents 50-plus automotive dealerships, and 28 brands across eight states.

“Safe-Guard is excited to support Prime Automotive dealers with our complete solution,” said Tony Catania, chief revenue officer of Safe-Guard. “Our unique combination of the private label solution for Prime Automotive plus Safe-Guard’s management of more OEM protection product programs than any other provider allows us to deliver a one-stop resource for Prime dealers. We look forward to helping drive business and customer retention for Prime Automotive dealers.”

Based in Atlanta, Georgia, Safe-Guard manages protection product programs for over 50 strategic partners across the U.S. and Canada, offering a full suite of protection products and dealer business solutions in the automotive, RV, marine and powersport industries. More than 13 million consumers are protected under contracts by Safe-Guard.


About Prime Automotive Group

Prime Automotive Group consists of 50-plus automotive dealerships, 28 brands and five regional platforms across eight states. It generated $3.3 billion in annual revenue in 2019.

About Safe-Guard Products International, LLC

Founded in 1992 and based in Atlanta, Safe-Guard Products International, LLC, is the leading provider of branded vehicle protection products in the finance and insurance space to the automotive, RV, marine and motorcycle/powersports industries. The company develops, markets and administers programs on behalf of clients, backed by industry-leading sales and marketing, advanced technology solutions and comprehensive customer service. Safe-Guard is a proud partner to original equipment manufacturers (OEMs), top retailers and independent agents across the United States and Canada.