Growth-aligned brand strategy reinforces company’s aspiration to help dealers offer most reliable protective products. - IMAGE: Protective Asset Protection

Growth-aligned brand strategy reinforces company’s aspiration to help dealers offer most reliable protective products.

CHESTERFIELD, Mo. – Protective Asset Protection, a provider of F&I programs, services and the Protective dealer owned warranty company program, enters 2022 promoting the new Protective brand identity to the automotive, marine and powersport industries.

The new brand identity was formally launched in September 2021, and exemplifies Protective’s 114-year commitment of putting people first, delivering on promises and striving to do more for its customers, business partners, employees and communities. The revitalized Protective branding highlights the organization’s dedication to its partners and customers. Refined values, a new story and a bold visual identity uniquely reflect Protective’s distinct purpose and conviction in helping more people attain a sense of security throughout their lives. The new logo and expressive color differentiate the Protective brand story, showcasing its commitment to being by each customer’s side.

Throughout 2022, the company will introduce its updated visual identity that’s distinctly Protective and a voice that forges a stronger connection to its purpose. The new logo is featured on each of the company’s core site offices in Birmingham, Ala., Cincinnati and St. Louis, and Protective Stadium in downtown Birmingham.

It leverages the potential of Protective’s name and amplifies its purpose – “because we’re all protectors” – and allows its many audiences to see themselves as part of the Protective story.

“At our core, there is a protector in each of us. At Protective Asset Protection, we have always believed in helping more people protect things that are important in their lives,” said Scott Karchunas, president Protective Asset Protection. “The way we represent the Protective brand has evolved to capitalize on our strengths, amplify who we are today and inspire our future. Our branding positions us as protectors and reflects our unwavering commitment to stand by your side.”

With Protective, dealerships offer a promise that a customer is protected in the event of a covered repair. With 60 years of F&I experience, the company has established itself as a trusted industry leader offering a variety of vehicle, powersport and marine protection plans serving both franchise and independent dealerships.

In addition to offering a range of vehicle protection plans for new and pre-owned vehicles, Protective also offers limited warranty programs, GAP and ancillary products. Many of its vehicle protection plans include emergency roadside assistance, towing and rental vehicle coverage (availability may vary by state).

To explore Protective’s new identity, visit

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