Premium Guard

What Premium Guard does

Premium Guard Inc. (PGI) is a privately held automotive aftermarket filtration company founded in 1996 and headquartered in Memphis, Tennessee, with a corporate office in New York. The company designs, manufactures, and distributes a comprehensive portfolio of filtration products — oil, air, cabin air, fuel, transmission, heavy-duty, and HVAC filters — sold through the Premium Guard, ECOGARD, PUREFLOW, HIGHFLOW, and Interfil brands, with the addition of the historic FRAM, Autolite, and TRICO brands acquired from the First Brands Group bankruptcy estate in 2026. PGI also operates a power steering division (PWR Steer) and licenses the Febreze brand from Procter & Gamble for cabin air filters, while internally developing proprietary technologies such as the ViAQ (Vehicle Interior Air Quality) Diagnostic Tool, the first device to scientifically measure cabin air filter effectiveness through in-vehicle air analysis.

PGI's business model combines branded product sales with a turnkey private-label platform — covering engineering, manufacturing, packaging, marketing, logistics, fulfillment, catalog management, and program management — supplied into the top U.S. automotive aftermarket retailers (O'Reilly Auto Parts, Advance Auto Parts, NAPA Auto Parts, Fisher Auto Parts, and AutoZone) as well as wholesale distributors, heavy-duty and fleet operators, and direct-to-consumer e-commerce. PGI has been described as the third-largest filtration company in North America and the leading private-label filtration provider in the automotive aftermarket, operating from five North American distribution centers totaling nearly 1.5 million square feet and from facilities across nine countries, with diversified manufacturing across Southeast Asia, Latin America, and North America following the 2026 revival of the Champion Labs facility in Albion, Illinois and the former FRAM/Autolite/TRICO plants in Greenville, Ohio. The company is backed by Trive Capital, a Dallas-based private equity firm that partnered with PGI on the 2022 acquisition of IPC Global Solutions.

Name

Premium Guard

Legal name

Import Products Co. Inc.

Website

https://premiumguard.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Premium Guard Inc. is the third-largest automotive aftermarket filtration company in North America and a leading private-label filter supplier, manufacturing oil, air, cabin, fuel, transmission, heavy-duty, and HVAC filters for major retailers including O'Reilly, Advance, NAPA, Fisher, and AutoZone.

Ownership category

akta.pro rank

Headquarters

HQ city

Memphis

HQ country

United States

HQ region

North America

Offices8 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. Automotive Filtration Products: Manufacturing and distribution of automotive filters including oil, air, cabin air, fuel, transmission, heavy-duty, and HVAC filters. Private label and branded product sales.
2. Power Steering Products (PWR Steer): PWR Steer division offers Installation Ready power steering products including pumps, racks, pinions, and assemblies. Both retail and wholesale channels.
3. Private Label Programs: Turnkey private label programs for filtration products, offering engineering, product design, packaging, marketing, logistics, and data management.
4. Licensed Products (Febreze): Licensing partnership with Procter & Gamble to manufacture and distribute Febreze cabin air filters.
5. E-Commerce Sales: Direct-to-consumer and e-commerce channels for automotive filtration products and tools.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Premium Guard manufactures and distributes automotive aftermarket filtration products including oil, air, cabin air, fuel, transmission, heavy-duty, and HVAC filters, sold under multiple brands (Premium Guard, ECOGARD, PUREFLOW, HIGHFLOW, PWR Steer, Interfil, FRAM, Autolite, TRICO). The company also produces power steering components and offers turnkey private label filter programs with engineering, manufacturing, packaging, marketing, logistics, and data management services for retailers and distributors.

Product overview

Premium Guard Inc. (PGI) is a leading automotive filtration company offering a comprehensive product ecosystem centered on its core filter portfolio (oil, air, cabin air, fuel, transmission, heavy duty, HVAC filters) through multiple brands including Premium Guard, ECOGARD, PUREFLOW, HIGHFLOW, and Interfil. The company operates with a platform-plus-modules architecture, combining its flagship private label programs and turnkey manufacturing solutions with branded consumer products. PGI's product ecosystem extends beyond filtration to power steering systems (PWR Steer), automotive tools, external engine parts, and supplies/accessories. Recent acquisitions of First Brands Group assets (FRAM, TRICO, Autolite) and IPC Global Solutions (ECOGARD) have expanded the portfolio significantly. The company also offers proprietary diagnostic technology (ViAQ) and operates logistics, catalog management, and marketing support platforms for its B2B customers.

Differentiator

Problem solved

Functional benefit

Brands

• PWR Steer: Division specializing in Installation Ready power steering products including pumps, racks, and gear boxes
• ECOGARD
• PUREFLOW
• HIGHFLOW
• Interfil
• FRAM
• Autolite
• TRICO

Products and services

• Automotive Filtration Products Oil filters, air filters, cabin air filters, fuel filters, transmission filters, heavy-duty filters, and HVAC filters serving automotive, diesel, powersport, and specialty aftermarket customers.
• Power Steering Products (PWR Steer) Installation Ready power steering pumps, racks, pinions, and complete assemblies supplied as OEM-quality kits for easier installation and reduced warranty rates.
• HIGHFLOW Premium Engine Air Filters Premium engine air filters using specialty media engineered for greater airflow into the engine's intake manifold while maintaining filtration efficiency, trapping 2X contaminants.
• Premium Guard Select Transmission Filter Kits Premium transmission filter kit line with OE-style filters, reusable gaskets, and torque-limiting metal spacers providing comprehensive vehicle coverage across 32 SKUs.
• ViAQ Diagnostic Tool Proprietary diagnostic technology that scientifically measures cabin air filter effectiveness through in-vehicle air analysis, evaluating particulate concentration, filter performance, and remaining service life without removing the filter.
• Febreze Cabin Air Filters Cabin air filters manufactured under license from Procter & Gamble that combine advanced filtration with Febreze odor elimination to improve vehicle interior air quality.
• Wiper Blades Automotive wiper blade products for replacement and aftermarket distribution, including the TRICO brand acquired from First Brands Group.
• PWR Steer EPS Rack and Pinion Assemblies Electric Power Steering (EPS) rack and pinion assemblies added to the PWR Steer Installation Ready portfolio for modern vehicle applications.
• Private Label Filter Programs Turnkey private label programs tailored to performance, coverage, distribution, and pricing needs, offering engineering, manufacturing, packaging, marketing, logistics, and data management for retailers and distributors.

Quantifiable outcome

• ViAQ technology earned Best Repair Solution or Tool award from Auto Care Association's Import Vehicle Community
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship and minor.

• Procter & GambleflagshipOEM/ Whitelabel/ Licensing Partner · 9 December 2025Licensing partnership to manufacture and distribute Febreze cabin air filters. PGI leverages Procter & Gamble's brand power while providing manufacturing and distribution capabilities. Product combines advanced filtration technology with Febreze odor elimination for vehicle interior air quality improvement.
• NAPA Auto PartsflagshipGTM or Marketing PartnerStrategic partnership including Spirit of NAPA award recognition, Quality Award, and sponsorship of 13 UTI classrooms. Co-branded NAPA Gold Filters branded classrooms at NASCAR Technical Institute.
• Donut MediaminorGTM or Marketing PartnerMarketing partnership to bring automotive filtration messaging to a new generation of car enthusiasts through Donut Media's content platform and influencer reach.
• Universal Technical Institute (UTI)minorGTM or Marketing PartnerPGI and NAPA collaboration to sponsor 13 NAPA Gold Filters branded classrooms at UTI's NASCAR Technical Institute in Mooresville, NC. Ribbon-cutting ceremony held October 8, 2024.
• Young Auto Care Network Group (YANG)minorGTM or Marketing PartnerDiamond-level sponsorship of YANG, an influential community for aftermarket professionals under age 40. Supports professional development, networking, and mentorship opportunities. YANG has 1,600 members worldwide.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Wix Filters: Wix Filters is a long-established manufacturer of automotive and heavy-duty filtration products (oil, air, fuel, coolant) for the aftermarket, directly competing with Premium Guard's core filter portfolio across the same distribution channels.
• Mann-Filter (Mann+Hummel): Mann-Filter is one of the world's largest filtration manufacturers, with a broad portfolio of automotive aftermarket filters. It competes directly with PGI's Premium Guard, FRAM, and ECOGARD brands across filter categories and global channels.
• Purolator (Bosch): Purolator is a heritage U.S. automotive filtration brand now owned by Bosch, offering oil, air, cabin, and fuel filters. It directly competes with PGI in North American aftermarket retail and private-label filter programs.
• K&N Engineering: K&N is a leading manufacturer of high-performance aftermarket air and cabin air filters, with a strong enthusiast and DIY brand. It overlaps with PGI's HIGHFLOW and cabin air filter lines in performance and DIY channels.
• Hastings Premium Filters: Hastings manufactures oil, air, fuel, and transmission filters primarily for the North American automotive aftermarket, selling through similar wholesale and retail channels as PGI's Premium Guard and Interfil brands.
• Luber-finer: Luber-finer is a long-standing U.S. aftermarket filter brand covering oil, air, fuel, and cabin filters, with strong presence in heavy-duty and fleet segments where PGI also competes via its heavy-duty and Interfil lines.
• ATP (Auto Trans Parts): ATP manufactures and distributes automotive aftermarket products including transmission filters, kits, and related components. It competes directly with PGI's Premium Guard Select transmission filter kit line in similar distribution channels.

Broad incumbents

• Donaldson Company: Donaldson is a large, diversified filtration manufacturer serving industrial, heavy-duty, and on-road markets. It overlaps with PGI in heavy-duty and diesel filtration, but its portfolio and customer base extend well beyond the light-duty automotive aftermarket.
• Mahle: Mahle is a global automotive parts group with a substantial filtration product line spanning OEM and aftermarket. It competes with PGI across multiple filter categories but operates as a broad Tier-1 supplier rather than an aftermarket specialist.
• Denso: Denso is a major global automotive components manufacturer, including filtration products sold in the aftermarket. It is a broad incumbent with OE-heavy roots, competing with PGI in cabin air, oil, and other filter categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/premiumguard
• LinkedInlinkedin.com/company/premium-guard-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Premium Guard