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Progressive Repositions Name in Products It Sells Through Agents

The Progressive Group of Insurance Companies has announced it is putting the Progressive name first in the names of all of the products it sells...
February 27, 2007

The Progressive Group of Insurance Companies has announced it is putting the Progressive name first in the names of all of the products it sells to allow independent agents and brokers to capitalize on the power of the Progressive name. This move to a one-brand strategy means the products will be called Progressive Commercial, Progressive Motorcycle, Progressive Boat, etc., and more of the company's branding initiatives will focus on the benefits of insuring a vehicle with a Progressive company regardless of what or how a consumer chooses to buy. The private passenger auto product sold by agents is now called Progressive Drive Insurance.  Private passenger auto insurance sold by the company directly over the Internet and by phone is now called Progressive Direct.

The Progressive Group's Agency subsidiary in California, Progressive West Insurance Company, will use the name Drive Insurance for its private passenger auto insurance product sold by independent agents and brokers there.

Progressive CEO Glenn Renwick said this move will let agents reap the benefits of Progressive's advertising, sponsorships, signage and public relations activity, and will allow more of Progressive's marketing dollars to be spent on local promotions such as co-branded print, radio and direct mail advertising. Progressive will swap-out the faces of nearly 15,000 existing Drive Insurance interior and exterior signs for its agents starting this summer. The new signs will say "Progressive."

"We've learned a lot since we introduced the Drive Insurance from Progressive name in September 2004," said John Barbagallo, Agency Group president since May 2006. "The most significant finding is the power of the Progressive name. By emphasizing the Progressive name in everything we sell, and in the name of the agents who represent us - now Progressive agents - we can ensure maximum leverage of the name as a business generator for them. I'm excited about this change; agents have been - and continue to be - critically important to Progressive."

Progressive Repositions Name in Products It Sells Through Agents (Progressive 2/22/07)

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