What Premium Guard does

Premium Guard Inc. (PGI) is a US-based, founder-owned manufacturer and private-label supplier of automotive and heavy-duty filtration products, founded in 1996 by Anan Bishara. The company designs, manufactures, and distributes oil, engine air, cabin air, fuel, and transmission filters across passenger vehicles, heavy-duty/commercial trucks, and powersports applications, and has extended into ancillary categories (wiper blades, gloves, hose clamps, air fresheners, drain plugs, housing caps) and professional tools. Technical differentiation sits in media science and SKU coverage rather than software: synthetic multi-tier oil-filter media (Ultimate Synthetic, Extended Protection, Optimal Protection tiers), PUREFLOW multi-layer cabin filtration with electrostatic charging and activated charcoal, HIGHFLOW oil-coated air-filter media, and the ViAQ handheld cabin-air-quality diagnostic device (2025 MOTOR Top 20 Award winner). PGI claims the #1 private-label automotive filtration supplier position in North America, #3 overall in the North American filtration market, and over 98% all-makes/all-models coverage.

PGI makes money through B2B sales of branded products and turnkey private-label/white-label filter programs to retailers, distributors, and fleet operators, plus licensing royalties from the Procter & Gamble Febreze cabin-filter partnership (North American and global distribution starting early 2026). Go-to-market is channel-led, with documented relationships across NAPA Auto Parts, AutoZone, O'Reilly Auto Parts, and Advance Auto Parts, supplemented by direct B2B sales to professional service providers and fleets. Manufacturing is anchored at a Tultitlán, Mexico facility (acquired from Tenneco in 2020) with diversified sourcing across Southeast Asia, Latin America, and North America; distribution has expanded through Columbus, Ohio and a new Foreign Trade Zone facility in Weirton, WV. The company has grown via acquisition (IPC Global Solutions/ECOGARD in 2022, First Brands portfolio for $25M in March 2026) and has no external private equity or venture capital backing disclosed.

Name

Premium Guard

Legal name

Premium Guard Inc.

Website

https://pgfilters.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Premium Guard Inc. designs, manufactures, and distributes automotive, heavy-duty, and powersports filtration products — including oil, air, cabin, fuel, and transmission filters — selling both its Premium Guard brand and turnkey private-label programs to major North American auto parts retailers and distributors.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Aftermarket Automotive Filtration Products: PGI generates revenue through the sale of aftermarket automotive filters including oil, air, cabin, fuel, and transmission filters for passenger cars, heavy-duty vehicles, and powersports applications. Revenue comes from both branded products (Premium Guard) and private-label programs.
2. Private Label Programs: Industry-leading turnkey private and white label filter programs that set the standard for quality, speed-to-market, and value. PGI powers some of the nation's most successful private label programs with complete end-to-end solutions including branding, packaging, logistics, and distribution.
3. Licensed Products (Febreze): Licensing partnership with Procter & Gamble to develop and sell Febreze Cabin Air Filters using PUREFLOW technology. Distributed in North America and globally starting early 2026.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Premium Guard Inc. (PGI) designs, manufactures, and distributes aftermarket automotive filtration products covering five core categories: oil, engine air, cabin air, fuel, and transmission filters. The company offers multi-tier product lines (Optimal Protection, Extended Protection, Ultimate Synthetic) for passenger vehicles, heavy-duty/commercial vehicles, and powersports, sold under its own brands (Premium Guard, PUREFLOW, HIGHFLOW, ECOGARD, 5Micron, Premium Vision) and through turnkey private-label programs for retailers such as NAPA, AutoZone, O'Reilly, and Advance Auto Parts.

Product overview

Premium Guard Inc. (PGI) is a manufacturer and private-label supplier of automotive filtration products founded in 1996, offering multi-tier complete filtration solutions. The product portfolio centers on five core filtration categories: Oil Filters (Ultimate Synthetic, Extended Protection, and Optimal Protection tiers), Engine Air Filters (including HIGHFLOW® premium sub-brand), Cabin Air Filters (including PUREFLOW® advanced multi-layer technology), Fuel Filters, and Transmission Filters. PGI has expanded into Heavy Duty filtration (oil, air, cabin, transmission, coolant, hydraulic, DEF urea, fuel, and fuel/water separator filters), Powersports (5Micron® motorcycle oil filters), and ancillary automotive products including Premium Vision wiper blades, disposable gloves, hose clamps, PUREFLOW® air fresheners, oil filter housing caps, and drain plugs. The company also offers the ViAQ diagnostic tool for cabin air quality assessment and oil filter cap wrenches as professional tools. PGI operates a Private Label program for turnkey branding solutions and acquired the ECOGARD brand through IPC Global Solutions. The company was the #1 private-label automotive filtration supplier in North America as of 2026.

Differentiator

Problem solved

Functional benefit

Brands

• PUREFLOW®: Advanced cabin air filter brand featuring multi-layer filtration technology including electrostatically charged fiber layer and activated charcoal with baking soda for odor elimination.
• HIGHFLOW®
• ViAQ
• 5Micron®
• Premium Vision

Products and services

• Ultimate Synthetic Oil Filters Premium synthetic oil filter engineered for modern high-performance engines, delivering up to 20,000 miles of protection with full synthetic media, silicone anti-drainback valve, and HNBR gasket, capturing 99.5% of harmful contaminants. Sold to automotive aftermarket retailers and distributors.
• Extended Protection Oil Filters Precision-engineered oil filter with synthetic resin media delivering up to 10,000 miles of engine protection at 99% efficiency, lasting up to 2X longer than conventional filters. For automotive aftermarket retailers and distributors.
• Optimal Protection Oil Filters OE-level fit oil filter with heavy-duty steel canister, nitrile anti-drainback valve, and precision baseplate designed to prevent leaks. Sold to automotive aftermarket retailers and distributors.
• HIGHFLOW Engine Air Filters High-flow, oil-coated media engine air filter allowing greater airflow while trapping twice as many contaminants at 99% efficiency, providing 12,000 miles of high-capacity performance. For automotive aftermarket retailers and enthusiasts.
• Premium Guard Engine Air Filters Standard engine air filters delivering superior filtration efficiency with near-complete vehicle coverage, capturing up to 99% of harmful contaminants per ISO 5011. Sold to automotive aftermarket retailers and distributors.
• PUREFLOW Cabin Air Filters Advanced multi-layer cabin air filter combining electrostatically charged fiber layer, activated charcoal with baking soda, and antibacterial technology to trap up to 99% of airborne contaminants. Sold to automotive aftermarket retailers and distributors.
• Premium Guard Cabin Air Filters Cabin air filters blocking up to 99% of harmful particles including dust, pollen, exhaust, and pollutants, available in particulate and activated charcoal variants. For automotive aftermarket retailers and distributors.
• Gas & Diesel Fuel Filters Complete range of fuel filters for gas, diesel, E85, and CNG applications with in-line and in-tank designs, engineered to remove contaminants like dirt, rust, and water per ISO 19438. Sold to automotive aftermarket retailers and distributors.
• Premium Transmission Filter Kits OE-style reusable NBR rubber gasket transmission filter kits with torque-limiting metal spacers, meeting original equipment performance and fitment specifications. Sold to automotive aftermarket retailers and distributors.
• Standard Transmission Filter Kits Fully packaged transmission filter kits including filter and pan gasket with NBR rubber gaskets designed for easy installation in modern automatic transmissions. Sold to automotive aftermarket retailers and distributors.
• Heavy Duty Filtration Line Comprehensive line of heavy-duty filtration products (oil, air, cabin, transmission, coolant, hydraulic, DEF urea, fuel, and fuel/water separator filters) engineered for commercial trucks, fleet vehicles, and specialty equipment with extended service intervals and high dirt-holding capacity. For commercial fleet operators and heavy-duty distributors.
• 5Micron Motorcycle Oil Filters Direct-fit replacement motorcycle oil filters for Harley-Davidson OE SuperPremium5 Oil Filters, featuring premium full-synthetic filtration media with wire-mesh backing and show-chrome finish. Sold to powersports retailers and distributors.
• Premium Vision Wiper Blades Wiper blades available in beam, conventional, winter, rear, and heavy-duty designs covering over 90% of vehicles on the road. Sold to automotive aftermarket retailers and distributors.
• ViAQ Diagnostic Tool Handheld diagnostic device that analyzes cabin air quality to assess cabin air filter performance, providing real-time, data-driven insights for both professional technicians and vehicle owners. Won the 2025 MOTOR Top 20 Awards.
• Private Label Filter Program Turnkey private and white label filter program providing complete end-to-end solutions including branding, packaging, logistics, and distribution, powered by PGI's manufacturing and supply chain capabilities. Serves retailers and distributors seeking own-brand filtration products.

Quantifiable outcome

• 99.5% contaminant capture efficiency for Ultimate Synthetic Oil Filters
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Wix Filters: One of the largest U.S. aftermarket filtration brands, competing head-to-head with PGI in oil, air, cabin, fuel, and transmission filters sold through the same Big 4 retailer channels. Closest like-for-like competitor on product breadth and private-label positioning.
• MANN+Hummel: Global filtration leader covering automotive OEM and aftermarket (MANN-Filter, Purolator, Filtron). Directly comparable to PGI on breadth of filtration categories, private-label capability, and heavy-duty coverage, but at much larger global scale.
• Donaldson Company: Public U.S. filtration company with strong overlap to PGI's heavy-duty oil, air, fuel, DEF, and hydraulic filter lines for commercial vehicles and off-road equipment. Comparable on heavy-duty product set and aftermarket go-to-market.
• Champion Laboratories: Major U.S. private-label and branded automotive filtration manufacturer (Luber-finer, Champ, etc.). Directly comparable to PGI on private-label turnkey programs and Big 4 retailer relationships.
• K&N Engineering: Performance and replacement engine air filter specialist with strong consumer brand equity. Direct competitor to PGI's HIGHFLOW® engine air filter line and to PGI's premium-tier air filter strategy.

Broad incumbents

• Mahle: Large German automotive parts group with a meaningful filtration division spanning oil, air, and cabin filters. Overlaps with PGI in cabin air and engine filtration but competes as part of a much broader powertrain and thermal-management portfolio.
• Bosch: Global automotive parts incumbent offering oil, air, cabin, and fuel filters alongside a full vehicle-systems portfolio. Comparable to PGI on aftermarket filter categories but operates as a much broader diversified supplier.

Regional players

• Hengst: German independent filtration specialist serving automotive OEM and aftermarket across oil, air, cabin, and industrial filtration. Comparable product portfolio to PGI but primarily Europe-centric and not a major competitor in the North American aftermarket.
• UFI Filters: Italian filtration group with automotive OEM and aftermarket exposure across fuel, oil, air, and cabin filters. Comparable product mix to PGI but with primary commercial footprint in EMEA rather than North America.
• Sogefi: Italian filtration and engine components group (Fram aftermarket brand in some markets). Directly comparable on automotive filter categories and private-label capability but primarily Europe-focused, limiting head-to-head overlap in North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pgfilters
• LinkedInlinkedin.com/company/premium-guard-inc
• Instagraminstagram.com/premiumguardinc
• Xx.com/PG_Filters

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Premium Guard