NORCROSS, Ga. — F&I product provider EasyCare has appointed Rob Mirra as national director of new business opportunities. In this role, he will be leading the building of new EasyCare relationships with dealerships across the nation, according to the company.

“Rob has a unique way about him that truly engages people. The relationships he builds last for years and we are excited to bring his special personality and talents to the EasyCare family. People engage with Rob because of his direct and honest approach, and his intense desire to help others succeed. Rob’s a perfect fit for our culture here at EasyCare,” said EasyCare CEO Larry Dorfman.

Mirra brings 10 years of experience in the automotive industry. He’s worked through the ranks as a salesperson, F&I manager, general manager and owner of dealerships. Before joining EasyCare, Mirra served as executive manager and partner at Henderson Hyundai.

“What I’m mostly excited about working at EasyCare is that we’re introducing a completely different approach to working with dealerships. Finance and insurance doesn’t start in the F&I office anymore. It starts at the first contact with the customer. Our business is more of a partnership and we help dealers engage their customers at every touch point,” said Mirra. “It’s important to continuously seek out new ways to fulfill the needs of our dealers and provide the most positive experience for their employees and their customers.”