The General Insurance's Slogans & Taglines

The General is an American automobile insurance brand founded in 1963 as Permanent General Agency, originally selling insurance under the Permanent General Assurance Corporation (PGAC). The brand began offering online insurance sales in 2000 and was acquired by American Family Insurance in 2013. Core offerings centre on affordable auto insurance for drivers seeking flexible policies and payment options, including liability, collision, and comprehensive coverage. The brand is instantly recognised by its iconic military mascot, The General, who evolved from a cartoonish figure into a more modern, relatable character with revealed eyes in 2023 to better showcase empathy. Brand messaging has been anchored for decades by the memorable jingle For a great low rate you can get online, go to The General and save some time, which was officially updated in 2021 to the shorter platform For a great low rate, go with The General. In 2023, the brand launched The Break campaign, positioning itself as the most empathetic and flexible insurance company for drivers who need a break. In December 2024, The General was acquired by Sentry Insurance.