Midas Offers Franchising To Displaced Customers, Dealers

Tire Business:

Midas Inc. is launching a comprehensive effort aimed at service customers, dealers and employees of automotive dealerships that are closing in the wake of the bankruptcies of Chrysler L.L.C. and General Motors Corp.

The Itasca-based company, which franchises and operates more than 1,650 automotive service centers in North America, is taking out ads in various publications using its “We’re on this road together” marketing theme. The ads are designed to encourage displaced auto dealerships and their employees to consider becoming part of the Midas franchise program and to prompt displaced customers to consider the company as a viable service alternative to closing automotive dealerships.
In addition, Midas will send out direct mail offers for customers of closing dealerships and letters outlining franchise opportunities to Chrysler dealers that face closure.

Photo: Fred R. Conrad / The New York Times.