ITASCA, Ill. — Midas Inc., which franchises and operates more than 1,650 Midas automotive service centers in North America, is launching a comprehensive effort aimed at service customers, dealers and employees of automotive dealerships that are closing.
The outreach to those affected by auto dealership closings will begin with a full-page advertisement in USA Today on Monday, June 15, using Midas’ current marketing theme of “We’re on this road together.” The ad encourages displaced auto dealership customers to consider Midas as a viable alternative to closing dealerships for vehicle maintenance and repair and for auto dealers and their employees to consider becoming a Midas franchisee or service employee.
“Nearly 2,000 Chrysler and General Motors dealerships are scheduled to close in the next 18 months, creating uncertainty for their owners, employees and customers,” said Alan Feldman, Midas’ chairman and chief executive officer. “With our expertise and breadth of services, Midas can provide a reliable option for auto dealer service customers who are uncertain about where to turn for their ongoing maintenance and repair needs.”
Feldman said that Midas is developing various consumer programs, such as direct mail offers to customers of closing dealerships, focusing on Midas’ more than 50 years’ experience in providing the maintenance and repair services their vehicles require to continue operating safely and reliably.
“As the automotive landscape continues to change, we want service customers of closing auto dealerships to be aware of Midas’ full range of maintenance and repair services and that, generally, having their ongoing maintenance needs performed at Midas will keep their new car warranties intact,” Feldman said. “Midas shops are conveniently located and provide value-priced services and nationwide guarantees.”
[Editor’s Note: To learn more about a similar direct mail program for independent shops recently launched by the Car Care Professionals Network, click here.]
Midas also will run ads in the trade publication Automotive News beginning Monday, June 22, featuring franchise and employment opportunities for displaced Chrysler dealers and their employees.
“The network of franchised and company-owned Midas shops in the United States and Canada can provide a bridge to a more certain and secure future for auto dealers and their employees whose dealerships are closing,” Feldman said. “There are great opportunities for auto dealers or their managers to become Midas franchisees by acquiring an existing Midas shop or converting service bays in their auto dealerships to Midas.”
Feldman said that Midas has an objective of transitioning at least 100 franchised and company-owned shops located in all regions of the U.S. to new owners during 2009. Last year, 80 new owners entered the Midas system by purchasing existing Midas shops. Qualified auto dealers and managers could acquire a Midas franchised shop in as little as 90 days.
Additionally, Feldman said there are several hundred job openings at Midas franchised and company-owned shops throughout the U.S. for experienced service technicians and service managers. Available opportunities are listed at www.midas.com and www.careerbuilder.com.
“Midas shops provide a full range of services on domestic and foreign vehicles, so there are employment opportunities for auto dealership service staff regardless of their specific vehicle brand or system repair experience,” Feldman said.
Midas also is sending letters outlining franchise opportunities to Chrysler dealers facing closure.
Auto dealers, their employees and customers can find additional information about Midas franchise and employment opportunities and locations of Midas shops on the special website www.OnThisRoadTogether.com.
