CARS Protection Plus
CARS Protection Plus is a vehicle service contract provider founded in 1998 that sells mechanical and ancillary protection plans through a B2B2C dealer channel of more than 24,000 used-car dealers across all 50 U.S. states. Contracts are underwritten by Dealers Assurance Company and administered using AI-augmented claims tooling.
- Company typePrivate
- Founded1998
- HeadquartersMurrysville, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What CARS Protection Plus does
CARS Protection Plus is a vehicle service contract (extended warranty) provider founded in September 1998 and headquartered in the Murrysville/Monroeville, Pennsylvania area. The company sells a portfolio of mechanical and ancillary protection plans through a B2B2C dealer channel, including Value Protect, Flex Protect, Prime Protect, Optimum Protect, Power Train Limited, Lifetime Limited Warranty, Tire & Wheel Protect, Appearance Protect, and GAP coverage. Its contracts are underwritten by Dealers Assurance Company, and it maintains an A+ BBB rating while operating across all 50 U.S. states through a network of more than 24,000 franchised and independent used-car dealers, with cumulative sales exceeding one million contracts since inception.
The company's core operating model is dealer-distributed F&I (finance and insurance) product sales: dealers attach CARS Protection Plus contracts at the point of sale, and CARS handles administration and claims adjudication. With its 2026 deployment of the Circuitry.ai platform, the company is shifting toward AI-augmented claims operations, with capabilities spanning claims scoring, adjuster decision support, and automated claimant notifications. The 100+ employee organization is positioned as a top-10 player in the broader $38.7 billion U.S. auto extended warranty market and operates as a long-tenured incumbent in a fragmented competitive landscape. The company is privately held, with no public funding rounds disclosed, and operates a dedicated Florida entity (Florida C.A.R.S. Protection Plus, Inc.) as part of its geographic and regulatory structure.
CARS Protection Plus firmographics
Firmographics- Name
- CARS Protection Plus
- Legal name
- C.A.R.S. Protection Plus, Inc.
- Website
- https://carsprotectionplus.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CARS Protection Plus is a vehicle service contract provider founded in 1998 that sells mechanical and ancillary protection plans through a B2B2C dealer channel of more than 24,000 used-car dealers across all 50 U.S. states. Contracts are underwritten by Dealers Assurance Company and administered using AI-augmented claims tooling.
- Ownership category
- akta.pro rank
CARS Protection Plus industry classification
Industry- Product category
- Vehicle Service Contracts / Extended Auto Warranties
- NAICS
- Passenger Car Rental (532111), Used Car Dealers (441120), Investigation, Guard, and Armored Car Services (56161)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510), Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)
- akta.pro secondary industries
- Powertrain & Component-Specific Vehicle Warranty Programs (FSAJALAK), GAP & Vehicle Protection Products (GAP Waiver/Insurance, Lease/Loan Protection) (FSAJALAC), Auto Ancillary Warranties (Tire & Wheel, Paintless Dent, Key/Remote, Windshield) (FSAJALAB)
Keywords
Where CARS Protection Plus is headquartered
LocationHeadquarters
- HQ city
- Murrysville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
CARS Protection Plus business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Vehicle Service Contracts: The company generates revenue through the sale of vehicle service contracts (extended warranties) to used car dealers and indirectly to consumers. Dealers purchase contracts in bulk to offer to their customers as part of vehicle sales.
- GAP Coverage: CARS Protection Plus now offers Guaranteed Asset Protection (GAP) coverage, providing coverage for the difference between a vehicle's value and the outstanding loan balance in case of total loss.
- Appearance Protection Products: Paint protection, fabric protection, and leather/vinyl protection products sold alongside vehicle service contracts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Power Train Limited - Basic powertrain coverage with $200 deductible |
| One time/ perpetual license | Pay-as-you-go | Ultimate Value - Enhanced comprehensive coverage |
| One time/ perpetual license | Multi-year contract | Multiple term options from 1 month to 10 years |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
CARS Protection Plus product offering
Product offeringCore offering
CARS Protection Plus administers and distributes vehicle service contracts (extended warranties) through a dealer channel of over 24,000 used car dealerships across all 50 US states. Its product portfolio spans powertrain-focused, mid-tier, premium (including hybrid/EV), and exclusionary coverage plans, plus ancillary protection products covering tires and wheels, vehicle appearance, and Guaranteed Asset Protection (GAP). All contracts are underwritten and insured by Dealers Assurance Company of Addison, Texas.
Product overview
CARS Protection Plus is a vehicle service contract provider offering a comprehensive portfolio of automotive protection products and services. The core product lineup includes Value Protect (entry-level), Flex Protect (mid-tier), Prime Protect (premium with hybrid/EV coverage), and Optimum Protect (comprehensive exclusionary) as the main vehicle service contract tiers. Additional protection products include Tire & Wheel Protect, Appearance Protect, Lifetime Limited Warranty, Power Train Limited, and GAP coverage. The company operates through a dealer network model and provides digital tools including online contract submission and an online claims portal. Products are underwritten by Dealers Assurance Company and the company maintains an A+ rating with the Better Business Bureau, with over 1 million contracts sold since 1998.
Differentiator
Problem solved
Functional benefit
Brands
- Appearance Protect: Paint protection, fabric protection, and leather/vinyl protection for vehicles.
- Flex Protect
- Lifetime Limited Warranty
- Optimum Protect
- Power Train Limited
- Prime Protect
- Tire & Wheel Protect
- Value Protect
Products and services
- Value Protect Entry-level vehicle service contract product line featuring multiple sub-plans including Power Train Basic, Value Limited, Value Plus, Onyx Plus (for trucks/vans/diesels), and Ultimate Value, providing powertrain and limited component coverage for used vehicle buyers.
- Flex Protect Mid-tier vehicle service contract with four levels of coverage, from basic power train to comprehensive coverage including air conditioning, electrical, and engine cooling systems with 24-hour roadside assistance.
- Prime Protect Premium vehicle service contract offering four levels including Power Train Coverage for electric and hybrid vehicles, enhanced power train with additional components, exclusionary coverage, and wrap coverage for all original factory-equipped components.
- Optimum Protect Comprehensive vehicle service contract with four levels of coverage featuring enhanced engine, transmission, suspension, electrical components, and wrap options with exclusionary coverage.
- Power Train Limited Focused powertrain coverage contract covering engine, automatic/manual transmission, transfer case, drive axle assembly, seals, gaskets, and air conditioning, with towing reimbursement up to $50 and $200 deductible.
- Lifetime Limited Warranty Extended warranty product covering engine, transmission, transfer case with comprehensive component coverage including seals and gaskets for vehicles under 100,000 miles, with labor rate assistance up to $125/hour.
- Tire & Wheel Protect Add-on protection product covering tire repair, tire replacement, wheel replacement, and alloy wheel cosmetic repair, with 24-hour roadside assistance up to $100 per occurrence.
- Appearance Protect Cosmetic protection product with three options: paint protection against environmental damage, fabric protection against stains and odors, and leather/vinyl protection against fading, cracking, and damage.
- GAP (Guaranteed Asset Protection) Guaranteed Asset Protection coverage offered through CARS Protection Plus to cover the difference between a vehicle's actual cash value and the outstanding loan/lease balance in the event of a total loss.
Quantifiable outcome
- Same-day claim payment by credit card or next business day by corporate check
- +2 more outcomes
Companies that use CARS Protection Plus
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
CARS Protection Plus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature1 record
CARS Protection Plus partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Circuitry.aicoreCARS Protection Plus deployed Circuitry.ai's Warranty Decision Intelligence platform to streamline claims handling operations. The AI-powered system integrates with the company's existing claims administration system and helps adjusters evaluate coverage, score claims, identify decision factors, and automate routine notifications. Implementation completed in under three months, aiming to improve adjuster productivity, decision consistency, and communication with repair facilities.
- AAMCOminorAuto repair chain partner that provides repair services for vehicles covered under CARS service contracts.
- MeinekeminorAuto repair chain partner that provides repair services for vehicles covered under CARS service contracts.
- Monro Muffler BrakeminorAuto repair chain partner that provides repair services for vehicles covered under CARS service contracts.
- CarXminorAuto repair chain partner that provides repair services for vehicles covered under CARS service contracts.
- LKQminorAuto parts supplier partner that provides parts for repair facilities working with CARS service contracts.
- Dealers Assurance CompanycoreDealers Assurance Company of Addison, TX underwrites and fully insures CARS Protection Plus vehicle service contracts. All CARS contracts are underwritten and insured by this partner, providing financial backing and regulatory compliance for the service contracts across all 50 states.
- Finance Companies and Credit UnionsminorThousands of finance companies and credit unions that CARS works with to offer financing for service contracts and GAP coverage products to vehicle purchasers.
Scale indicators5 records
Recent moves4 records
Expansion highlights5 records
CARS Protection Plus competitors and assessment
Company assessmentDirect peers
- American Auto Shield: Vehicle service contract administrator competing in the same auto extended warranty market as CARS; sells through dealers and offers comparable powertrain-to-exclusionary coverage tiers.
- Warranty Direct: Direct competitor in the used-vehicle extended warranty market; offers similar powertrain and exclusionary service contracts through dealers and direct channels, identified as a major market player alongside CARS.
- Endurance Warranty: Direct competitor offering vehicle service contracts to used car dealers and direct-to-consumer; named alongside CARS in the Auto Extended Warranty market landscape with overlapping powertrain and exclusionary coverage tiers.
- Toco Warranty: Tech-enabled vehicle service contract provider with capital backing; competes directly with CARS in the auto extended warranty space with a more digitally-led, consumer-direct approach.
- GWC Warranty: Major used-car dealer-focused extended warranty provider; specifically competes with CARS in dealer-channel vehicle service contracts with overlapping powertrain and component coverage offerings.
- AUL Corp: Vehicle service contract administrator and reinsurance provider; competes with CARS in the dealer-administered auto warranty market with similar powertrain, exclusionary, and term-based coverage products.
- CarShield: Major direct-to-consumer extended vehicle protection provider with national TV/brand presence; competes in the same auto extended warranty category as CARS but pursues a primarily consumer-direct model rather than dealer-channel.
- easycare (Easycare/Auto Services Company): Dealer-channel vehicle service contract administrator offering mechanical and ancillary protection products; directly comparable to CARS in dealer-obligor service contracts and F&I add-on products.
- Protect My Car: Extended auto warranty provider offering vehicle service contracts and maintenance plans; competes in the same aftermarket vehicle protection category as CARS, overlapping in powertrain and comprehensive coverage tiers.
Broad incumbents
- Assurant (Vehicle Protection / Preneed): Large publicly traded insurer with a vehicle protection and extended warranty business line that competes broadly with CARS through dealer and lender channels, though Assurant operates across many adjacent insurance verticals at significantly greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CARS Protection Plus social profiles
Digital presenceCARS Protection Plus financial estimates
Financial estimateRevenue estimate
Valuation estimate
CARS Protection Plus leadership team
Management profileNumber of profiles
CARS Protection Plus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CARS Protection Plus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CARS Protection Plus
What does CARS Protection Plus do?
CARS Protection Plus administers and distributes vehicle service contracts (extended warranties) through a dealer channel of over 24,000 used car dealerships across all 50 US states. Its product portfolio spans powertrain-focused, mid-tier, premium (including hybrid/EV), and exclusionary coverage plans, plus ancillary protection products covering tires and wheels, vehicle appearance, and Guaranteed Asset Protection (GAP). All contracts are underwritten and insured by Dealers Assurance Company of Addison, Texas.
Is CARS Protection Plus a public or private company?
CARS Protection Plus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CARS Protection Plus founded?
CARS Protection Plus was founded in 1998. It employs 1 to 10 people.
Where is CARS Protection Plus based?
CARS Protection Plus is headquartered in Murrysville, United States, in the North America region.
How does CARS Protection Plus make money?
Three revenue lines are on record. Vehicle Service Contracts are the primary driver. The others are GAP Coverage and appearance Protection Products.
Who are CARS Protection Plus's main competitors?
Direct peers on record are American Auto Shield, Warranty Direct, Endurance Warranty, Toco Warranty, GWC Warranty, AUL Corp, CarShield, easycare (Easycare/Auto Services Company) and Protect My Car. Assurant (Vehicle Protection / Preneed) is listed as a broad incumbent.
Does CARS Protection Plus have an API?
No public API is recorded for CARS Protection Plus.
What industry is CARS Protection Plus in?
CARS Protection Plus's product category is Vehicle Service Contracts / Extended Auto Warranties. Its primary akta.pro industry code is FSAJALAD, Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors), with a secondary code of FSAJALAK, Powertrain & Component-Specific Vehicle Warranty Programs. Its NAICS code is 532111 and its SIC code is 7510.