On the occasion of the EQUIP AUTO international automotive after-sales show, Midas, the specialist in local maintenance and fast services for all makes of cars, with no appointment necessary, reaffirms its position as an alternative to manufacturer networks and as a successful franchisor.
The new Midas tagline, "Qui dit mieux dit Midas" (Who says better says Midas), reflects the guarantee of competence and reliability that Midas has been delivering to its 10 million customers for 40 years.
Presented through a TV spot in July 2015, this new brand identity accompanies the overhaul of Midas' communication tools, in line with the physical modernization of its network of more than 340 centers in France and in resonance with the innovative DNA that drives the brand.
"Midas provides its customers, every day and everywhere in France, with the answer to their expectations, through its proximity, professionalism and multi-brand expertise. The ongoing commitment of the company's employees reflects the values of respect and innovation that have been the strength of Midas for 40 years ", says Bertrand Cormier, the new Managing Director of Midas France.
Midas "always a pioneer" in product and service innovation
Pioneering in 2009 with the launch of LA Révision garantie constructeur préservée, the first car servicing service to leave the manufacturer's network and join a multi-brand network, Midas continues to innovate, capitalising on its commitments: speed, convenience, proximity and excellence... in multi-brands and at Midas prices...
At EQUIP AUTO, Midas presented LE Contrat d'entretien garantie constructeur préservée, the 1st multi-brand car maintenance contract, at Midas prices and with complete peace of mind. With two new monthly maintenance fee formulas, Midas offers motorists a service that ensures their vehicle is always well-maintained and easy to manage, all with the Midas +: targeted preventive alerts, online appointment scheduling, assistance... at Midas prices.
The Midas network is now also offering a complete technical inspection service within its network, a further demonstration of the brand's service ambitions. The "turnkey" formula means that Midas workshops will welcome and carry out the technical inspection of their customers' vehicles, while providing their expertise - the Midas +: each vehicle will benefit from a detailed preventive diagnosis to pinpoint any defects and, if necessary and with the customer's agreement, carry out the necessary work before going through the technical inspection, in order to optimize its efficiency.
Midas is also continuing to innovate with the addition of its first winter tire, the Tenor Winter 2, to its range of own-brand products, which already meet its quality-price requirements.
Tenor Winter 2's technology, currently available on all major car models, gives it enhanced performance in terms of braking distance, traction and roadholding, particularly when cornering and on wet surfaces. Without compromising on affordability.
"Innovation at Midas isn't just about technological advances. Above all, it's the constant search for added service, for optimum care and total peace of mind for our customers ", explains Ludovic Dugabelle, new Marketing Director for Midas France.
A successful franchise with and through its franchise partners
With more than 20 openings in 2014- 2015, and a total of 343 centers in France (at the end of September 2015), the Midas network continues on a strong development momentum, in line with its objectives.
These openings strengthen Midas' territorial coverage and establish the network in previously less-covered departments. Midas is targeting geographical areas from Basse-Normandie to Brittany to the South-West, where the brand offers opportunities in towns with strong potential. These locations are available on the Midas franchise website.
For the coming year, Midas is continuing to aim for around twenty new centers, and is also proposing around fifteen center takeovers. The brand is always on the lookout for candidates who share its values and drive.
In particular, Midas encourages multi-franchising, which accounts for 20% of sites/persons and proves the resilience of the brand's business model.
Present at EQUIP AUTO with a view to recruitment, Midas has innovated in its approach by launching a call for sponsorship from its network and employees, and by organizing an unprecedented co-optation recruitment session.
Article published on Monday, October 19, 2015, on Franchise Magazine.
