Our Legacy

Luxe Shield is a Canadian, family-owned and operated business. The Steinbergs have been in the automotive industry for more than 70 years. During the late 1940’s and 1950’s, Harry Steinberg began selling automotive supplies to body shops out of the back of his car, eventually in his cherished ’57 Chevy. In the 1960’s, father and son teamed up and opened a small automotive supply shop on Vaughan Road in Toronto named H. Steinberg & Son. Once Harry retired from the business in the early 1970’s, Mel followed in his father’s footsteps and started his own business called Mel’s Auto Supplies. In 1982 the name was changed to Dual Automotive.

Harry Steinberg
1902-1989

Harry Steinberg

Mel Steinberg
1941-2002

During that time, Mel made a special connection with a well-respected automotive establishment in Downtown Toronto. He approached the flagship Mercedes-Benz dealership on Yorkville Avenue with a solution to their desire for a quality license plate cover that was worthy of their brand and to protect and enhance their fleet of luxury vehicles. They were so impressed with Mel’s one-of-a-kind product that Mercedes-Benz decided to use his clear plate cover on all their new and used vehicles for more than three decades.

After Mel Steinberg lost his battle with cancer, his son Bryan created Luxe Shield; not only to honour his father’s dream of becoming a successful entrepreneur, but also to take his vision further and become the leading distributor of license plate covers in North America.Luxe Shield is now proud to offer their unique plate covers directly to the consumer, automotive dealerships and organizations with fleets of vehicles. Luxe Shield looks forward to offering its customers more premium automotive products at competitive prices.


2016 Canadian International Auto Show

Bryan Steinberg