That’s beginning to change. The multi-national brand, which started out as a muffler specialist in the mid-1950s, blazed a trail as the first nationwide brake-service provider in the 1970s and morphed into a multi-service car-care provider in recent years, is poised to become a tire destination as part of a “We Do Everything” total car care focus.
A recent federal study revealed that 50 percent of vehicles have at least one tire with half-worn tread and another 10 percent have at least one bald tire.* To assist in addressing this need, Midas is shouting out the tire-service message this fall with attention-getting retail offers through the end of November. In the U.S., shops are offering customers up to $160 in mail-in rebates on four select Goodyear or Cooper tires. In Canada, customers can receive up to $140 back on four Goodyear, Dunlop or Bridgestone Blizzak tires.
To support the promos, Midas is broadcasting tire-focused national TV advertising featuring the "Midas Golden Hand", the brand’s irrepressible on-screen spokesperson.
Since joining TBC Corporation in spring 2012, Midas has driven significant tire sales increases. When related services such as rotations are factored in, Midas shops today rack up as much revenue through tires as they do from exhaust, the service with which many people associate the brand. Over the last 36 months, tire sales have grown 15.1 percent.
Building on these gains, plans are under way to accelerate Midas’s tire-service expansion significantly in 2016 and 2017, with upgrades in distribution, computer support, shop signage and more.
“Over the next two years, we will dramatically reposition Midas as a source of tires,” said Mike Gould, executive vice president & COO for Midas. “Our stores will look like tire locations, associates will be tire-service experts and the Midas brand will become known as a destination for tires in the same way that we are known for brakes, repairs and exhaust.”
Midas is one of the world’s largest providers of automotive services, offering brake, maintenance, tires, exhaust, steering and suspension services at more than 2,100 franchised, licensed and company-owned Midas shops in 14 countries, including nearly 1,300 in the United States and Canada. Midas also owns the SpeeDee Oil Change business, with more than 150 auto service centers in the United States and Mexico.
* Source: April 2014 issue of Consumer Reports, citing a National Highway Traffic Safety Administration study.
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