IS GEICO AUTO INSURANCE REALLY NUMBER ONE?

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MOVING AHEAD ON CAR INSURANCE
Geico, the fourth-largest auto insurer in the United States, just signed up its 8 millionth customer, continuing a growth rate that could push it ahead of rival Progressive Corp. in the next year.

The Berkshire Hathaway unit, whose cavemen mascots even have their own television sitcom, still lags far behind larger rivals, but that is quickly changing as Chevy Chase, Md.-based Geico outsmarts competitors on advertising and pricing, said one analyst.

"Ask 10 people whose advertising they remember best" of the largest auto insurers, said analyst Donald Light of Celent LLC in an interview. "It's not Allstate, State Farm or Progressive."[...]