Sierra Joins Priority One’s New Department

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January 21, 2011 by   Comments Off on Sierra Joins Priority One’s New Department

Ruben Sierra

Ruben Sierra

Priority One Financial Services, the recreational industry’s oldest and largest F&I outsourcing provider, has added Ruben Sierra Jr. as a business manager in its new specialty finance department.

The new department was formed to help dealers move additional units by securing recreational loans for a higher percentage of credit-challenged consumers, according to a news release. Sierra’s 30 years in the automotive industry as a sales, finance and closing manager makes him a perfect fit at Priority One and for this department, the release stated. In addition to his work experience, he is Association of Finance & Insurance Professional certified and has JM&A training, which is one of the largest providers of F&I products in the automotive industry.

“We really lucked out with Ruben,” commented Rina Aponte, operations manager. “He is experienced, knowledgeable, customer service oriented and can even speak Spanish fluently, which will be helpful for certain dealerships we work with.”

A native of Tampa, Fla., Sierra has been married for 43 years to his high school sweetheart, has two children and five grandchildren. When he is not working, he enjoys the Florida lifestyle of boating and fishing.

Priority One has been serving the marine and RV industry since 1987. Acquired in 2007 by Forest River Inc., a Berkshire Hathaway Inc. company, Priority One serves as the F&I managed services provider for hundreds of dealers nationwide. For more information, visit

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