Best Low Car Insurance Rate - Insurance Rates

The Race Is On. TIME

17.06.10

Forget the Gecko. Never mind that good neighbor. And those good hands are old news. Love her or hate her, today's auto-insurance It girl is Flo, the chirpy salesclerk from Progressive. The Ohio-based insurer has come to see Flo as far more than a mascot. "Flo embodies many of the qualities we want customers to see in us as a company," says CEO Glenn Renwick. "She's funny and perhaps a little quirky, but I'd give her my problems any day."

That combination of clever marketing and earnest salesmanship is a crucial tool for the car-insurance industry. Auto insurers have taken a beating in the past three years, growing just 3% a year, compared with a peak of 15% in 2002. It's no surprise then that low-price carriers such as Progressive and D.C.-based Geico (with the aforementioned gecko) are for the first time posing a serious challenge to the U.S.'s largest auto-insurance providers, State Farm and Allstate. They are relying on cutting-edge technology, direct-sales prowess and sharp branding and may, in the process, change insurance-buying habits permanently.

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