Safe-Guard Products Canada Names Operations Director

A picture of Michel Archambault, the managing director of Safe-Guard Products Canada.

Safe-Guard Products International named industry veteran and Quebec resident Michel Archambault as managing director of Safe-Guard Products Canada.

For more than two decades, Safe-Guard has been servicing OEMs and dealer groups throughout Canada by providing branded protection products. The company said appointing a seasoned local executive in Quebec bolstered its commitment to customer satisfaction, loyalty and regional connectivity.

Archambault has more than 20 years of experience in strategic corporate development, including the last nine years in automotive finance. Before joining Safe-Guard, Archambault was an executive at Dealertrack Canada, a division of Cox Automotive Canada. He was responsible for lender and dealer relationships, playing a key role in the largest merger and acquisition in Canada in 2022. Before joining Cox, he was the automotive market leader for Equifax Canada.

Safe-Guard President, David Pryor said, “We pride ourselves on growing our management team with knowledgeable and highly skilled executives and Michel embodies those ideals. While there are numerous similarities in the U.S. and Canadian automotive markets, the differences require a deep and well-connected market leader for scalable and sustainable growth. We want to have leadership in closer proximity to our customers, addressing and adapting to their unique needs.”

Archambault’s knowledge of the local market, coupled with his industry expertise, will further enhance Safe-Guard’s service-focused approach to elevating customer experience, the company said.

“Building strong relationships with customers is vital in the automotive, powersports, and marine sectors,” Pryor said. “A local executive can actively engage with dealers, OEMs and customers, fostering trust, loyalty and long-term partnerships. We have a bullish vision for Canada, and we will lean on Michel to help identify new market opportunities, explore partnerships, and develop strategies for expanding the company’s presence in the region.”

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