ATLANTA – Prime Automotive Group announced a new partnership with Safe-Guard Products International, LLC, a 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 thirteen 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.

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. 

“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 labeled 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, Ga., Safe-Guard Products 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.