"For its 40th anniversary, Midas is where it should be. In terms of performance, innovation and commitment to the network", Bertrand Cormier, MIDAS General Manager.
Midas has just launched the "maintenance by the kilometer" contract. Can you tell us more about this new offer?
This launch is in line with our strategy of innovation, which has been the driving force behind Midas for 40 years. Midas. The "maintenance by the kilometer" contract gives customers the option of smooth maintenance over time (2 to 5 years), paid for by usage. It is offered in two formulas, depending on whether the motorist is a "light-driver" (actual payment with fixed monthly installment + price per kilometer driven) or a "heavy-driver" (fixed monthly installment adapted to the annual number of kilometers driven).
At the same time, we're launching an application called Midas Connect, designed to facilitatevehicle maintenance, ensure passenger safety and simplify the driver's life (alerts on forthcoming servicing, in the event of an anomaly, geolocation, assessment and personalized advice, etc.).
What strategic challenges do these new products address?
Our aim is to win over and retain the loyalty of, firstly, individual customers, and then businesses, a target which still represents a relatively small proportion of our sales, but which we hope to develop. It's also a question of showing the network that the brand continues to innovate. It's very important to take both our franchisees and our customers out of the traditional scheme and give them a different experience. The members Midas have given these new offers an enthusiastic and dynamic welcome. As a sign of their approval, a large number of them have attended the technical and sales training programs we have been running since November to support the introduction of these services in the network. Deployment began in April and will gradually take off. We're aiming for one to two service contracts signed per week in each center.
Through these and other services, Midas is claiming an increasingly premium positioning. Does the image of your centers live up to this ambition?
The network Midas network network now has 340 centers in France, including 36 branches and 304 franchises. By the end of September, we will have 352 units across the country. All the network's workshops and reception areas have already been renovated. Given that all our creations are based on the new visual identity, and given the pace at which existing centers are being transformed, 95% of our franchises will have adopted our new, more attractive colors by autumn.
Midas is 40 years old. What are your goals for the future?
We've been on target for the past five years, with 20 to 25 openings a year. We're continuing to expand, everywhere, with a few priority areas such as the south-west. Our aim is to provide the best possible support to the entrepreneurs who join us, mainly for new business start-ups, but also for the takeover of existing units whose owners are retiring. The brand Midas is where it should be for its 40th anniversary. In terms of performance, innovation and commitment to the network.
Article published on May 11, 2016 on Franchise Magazine, by Olivia Leroux
