Safe-Guard Products Canada Appoints Michel Archambault as Managing Director
Safe-Guard Products International, the leading provider of branded protection products for the automotive, RV, powersports, and marine industries, has announced the appointment of Michel Archambault as the new Managing Director of Safe-Guard Products Canada. Archambault, a seasoned industry veteran and resident of Quebec, brings over two decades of experience in strategic corporate development to the role.
Safe-Guard has been serving original equipment manufacturers (OEMs) and dealer groups across Canada for over 20 years. The company’s decision to appoint a local executive in Quebec reaffirms its commitment to ensuring the highest levels of customer satisfaction, loyalty, and regional connectivity.
Archambault’s extensive expertise in automotive finance, gained from his nine-year tenure at Dealertrack Canada, a division of Cox Automotive Canada, makes him well-suited for the position. During his time at Dealertrack, Archambault played a key role in the largest merger and acquisition in Canada in 2022. Prior to this, he held the position of automotive market leader for Equifax Canada.
David Pryor, President of Safe-Guard Products International, emphasized Archambault’s qualifications and suitability for the role. Pryor stated, “We pride ourselves on growing our management team with knowledgeable and highly skilled executives, and Michel embodies those ideals. The Canadian automotive market has its distinct differences, requiring a market leader who is deeply connected and able to drive scalable and sustainable growth. Having leadership in closer proximity to our customers allows us to better address and adapt to their unique needs.”
With offices and training facilities in Ontario and Montreal, Safe-Guard currently serves over 250,000 customers throughout Canada. Their industry-leading Protection Products Platform is trusted by more than 65 partner brands across North America. Archambault’s local market knowledge, combined with his vast industry expertise, will further enhance the company’s customer-centric approach and elevate the overall customer experience.
Pryor stressed the importance of building strong relationships within the automotive, powersports, and marine sectors. Having a local executive who can actively engage with dealers, OEMs, and customers fosters trust, loyalty, and long-term partnerships. Safe-Guard has a bullish vision for Canada and intends to rely on Michel Archambault to identify new market opportunities, explore partnerships, and develop strategies for expanding the company’s presence in the region.
Safe-Guard has been operating in Canada since 2001 and formed Safe-Guard Canada Ltd., a wholly owned subsidiary of Safe-Guard Products International, LLC, in 2013 to manage all operations within the country. The company is headquartered in Mississauga, Ontario, and has expanded its offices to Saint-Laurent, Quebec, to provide specialized services for Canadian consumers, dealers, and partners.
About Safe-Guard Products International
Established in 1992 and headquartered in Atlanta, Safe-Guard Products International, LLC, is a leading provider of vehicle protection products in the finance and insurance sector for the automotive, RV, marine, and motorcycle/powersports industries. Safe-Guard offers high-quality programs, accompanied by unparalleled customer service, advanced technology solutions, and industry-leading sales and marketing efforts. The company partners with top retailers, original equipment manufacturers (OEMs), and independent agents across the United States and Canada.
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