SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                   FORM 10-KSB
(Mark One)
            [X] ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
                         SECURITIES EXCHANGE ACT OF 1934

                   For the fiscal year ended November 30, 1996

                                       OR

          [ ] TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
                         SECURITIES EXCHANGE ACT OF 1934

             For the transition period from __________ to __________

                         Commission File Number 0-24550


                                   PRIDE, INC.
             (Exact name of registrant as specified in its charter)

Delaware                                65-0109088
(State or other jurisdiction of         (I.R.S. Employer Identification No.)
Incorporation or organization)

    Pride House, Watford Metro Centre, Tolpits Lane, Watford, Hertfordshire,
                                WD1 8SB England
                    (Address of principal executive offices)

                                 (800) 698-6590
              (Registrant's telephone number, including area code)

           Securities registered pursuant to Section 12(b) of the Act:
Title of each class                    Name of each exchange on which registered

                                      NONE

                 Securities registered pursuant to Section 12(g)
                                  of the Act:
                          Common Stock, $.002 par value
                                (Title of Class)

Check  whether the Issuer (1) filed all reports  required to be filed by Section
13 or 15(d) of the Securities Exchange Act of 1934 during the past 12 months (or
for such shorter period that registrant was required to file such reports),  and
(2) has been subject to such filing requirements for the past 90 days.
Yes [X]   No [ ]

Check if disclosure  of delinquent  filers in response to Item 405 of Regulation
S-B is not contained in this form, and no disclosure  will be contained,  to the
best of registrant's  knowledge,  in definitive proxy or information  statements
incorporated  by reference  in Part III of this Form 10-KSB or any  amendment to
this Form 10-KSB [ ].

The aggregate  market value of the voting stock on January 31, 1997  (consisting
of  Common  Stock,  $.002  par  value  per  share)  held by  non-affiliates  was
approximately $409,387.86,  based upon the average bid and asked prices for such
Common Stock on said date ($.63),  as reported by a market  maker.  The issuer's
and its  subsidiaries had on a consolidated  basis,  revenues of $12,982,098 for
its fiscal year ended  November  30,  1996.  On February  21,  1997,  there were
1,995,357 shares of Registrant's Common Stock outstanding.

<PAGE>
ITEM 13.          EXHIBITS AND REPORTS ON FORM 8-K

     (a) The following financial  statements of the Company are included as Part
II, Item 8:

1) Independent Auditors Reports         F-1
2) Balance Sheets                       F-2
3) Statements of Operations             F-3
4) Statement of Stockholders' Equity    F-4
5) Statements of Cash Flows             F-5
6) Notes to Financial Statements        F-7

                  FINANCIAL STATEMENT SCHEDULES

(b)      During the 1996 fiscal year,  the Company filed no Reports on Form 8-K.
         PAG filed a report on Form 8-K on September 5, 1996 with respect to the
         Asset Acquisition.


(c) The exhibits designated with an asterisk have previously been filed with the
Commission in connection  with Pride,  Inc.'s Report on Form 8-K,  dated January
13,  1994,  PAG's  Registration  Statement  on Form SB-2 dated  January 12, 1996
(33-296-NY) and PAG's Report on Form 8-K dated September 5, 1996, pursuant to 17
C.F.R. ss.230.411, are incorporated by reference herein.

<TABLE>
<CAPTION>
<S>                        <C>
 2.1*             -        Agreement and Plan of Reorganization dated effective as of January
                           13, 1994.
 3.1*             -        Amendment to the Certificate of Incorporation of the Company dated
January
                           15, 1994.
 3.2*             -        By-Laws of the Company.
10.2*             -        Employment Agreement with Alan Lubinsky.
10.3*             -        Employment Agreement with Ivan Averbuch.
10.5*             -        Loan Agreement between PMS and Alan Lubinsky.
10.6*             -        Form of Service Agreement.
10.7*             -        Asset purchase agreement between Pride Vehicle Contracts (UK)
                           Limited and Master Vehicle Contracts, Limited.
10.8*             -        Form of Hire Purchase Agreement.
10.9*             -        Mortgage on Pride House, Watford Metro Centre.
10.10*            -        Mortgage on Croydon, England property.
10.11*            -        Lease agreement with respect to the Croydon, England property.
10.12*            -        Form of Agreement to purchase all of the assets of AC Cars Limited and
                           Autokraft Limited.
24.1*             -        Letter from Mark H. Sternberg, with respect to the change in
                           accountants [incorporated by reference to Exhibit 7(a)(1) of the
Amendment
                           to the Report on Form 8-K/A dated June 6, 1994].
24.2*             -        Letter from Lazar, Levine & Company, Certified Public Accountants,
                           with respect to the change in accountants [incorporated by reference to
                           Exhibit 4(a)(v) of the Report on Form 8-K dated November 14, 1994].
27                -        Financial Data Schedule
</TABLE>




<PAGE>

                                   SIGNATURES


         In  accordance  with  Section  13 or 15(d)  of the  Exchange  Act,  the
registrant  has duly  caused  this  report  to be  signed  on its  behalf by the
undersigned, thereunto duly authorized, this 26th day of February, 1997.


                                                     PRIDE, INC.


                                                     /s/ Alan Lubinsky
                                                     ALAN LUBINSKY, President


         In accordance  with the Exchange Act, this report has been signed below
by the following  persons on behalf of the  Registrant and in the capacities and
on the dates indicated.
<TABLE>
<CAPTION>



<S>                                <C>                                          <C>
/s/ Alan Lubinsky                  President, Secretary and Chairman            2/26/97
ALAN LUBINSKY                      of the Board of Directors (Principal         Date
                                   Executive Officer)


/s/ Ivan Averbuch                  Chief Financial Officer                      2/26/97
IVAN AVERBUCH                                                                   Date


/s/ Peter Dixon                    Vice-President, Treasurer and                2/26/97
PETER DIXON                        Director (Principal Financial Officer)       Date

/s/ Alan Berkun                    Director                                     2/26/97
ALAN BERKUN                                                                     Date

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