Campaign to Bring Back the “Midas Touch”
Midas wants to return to its core value of trust with the resurrection of a marketing campaign first used in Midas advertising in the 1980s. The company’s new national advertising agency DDB Chicago is collaborating with Ogilvy & Mather Toronto on the “Trust the Midas Touch” campaign. The campaign will include commercials that take place in a Midas shop and show a humorous dialog between a customer of Midas and a Midas service employee, who is hooked up to a polygraph machine. The commercials are the first in a long-term campaign to grow Midas’ category-leading shares in brakes and exhaust and to support the expansion of its services, including oil changes and other routine maintenance services.
Senator Lindsey Graham Introduces Right to Repair Legislation
Sen. Lindsey Graham, (R-S.C.), introduced Motor Vehicle Owners Right to Repair legislation (S. 2138) in the Senate on Feb. 26, according to the Automotive Aftermarket Industry Association (AAIA). Similar to legislation introduced in the House (H.R. 2735), the bill would ensure that motorists retain the right to choose how and by whom their vehicles are maintained and repaired.
Early Bird Registration Discount Extended For GAAS
There is still time to hear the aftermarket’s leading experts discuss how the industry can work “Leaner, Faster, Better,” at the ninth annual Global Automotive Aftermarket Symposium (GAAS) program – set for Tuesday and Wednesday, May 18-19, at the Hyatt Regency, Chicago, Ill. – at a substantial savings.
Radiator Repair Chain Takes Pollution Prevention Seriously
Radiator repair work — with antifreeze, lead-based solder and other hazardous materials — seems anything but environmentally friendly. But Mac’s Radiator, a Portland, Ore.-based chain of repair shops with a Eugene outlet, is part of an industry effort to change that perception. The Mac’s shop in west Eugene is the first business in the city to be certified under the Eco-Logical Business Program, a government-run pollution prevention project for small businesses.
High Schoolers Earn Certifications from Industry
A diploma isn’t the only important document that some students have in hand when they graduate from high school these days. A growing number of students, educators say, are graduating with specific, industry-defined skills certifications that can have immediate value in the job market. Industries in which such certification is available include computer maintenance, automotive repair, nursing, graphic arts and food service.
SEMA Expands Installer/Specialist Test Programs with Custom Wheel and Tire Accreditation Test
SEMA has added a custom wheel and tire specialist exam to its battery of certification tests. The new test, known as Z5, will measure real-world knowledge and skills of the wheel and tire professionals who install custom applications on passenger cars and light-duty trucks. SEMA has added a custom wheel and tire specialist exam to its battery of certification tests. The new test, known as Z5, will measure real-world knowledge and skills of the wheel and tire professionals who install custom applications on passenger cars and light-duty trucks.
New Import Parts Specialist Certification Tests Available
Aftermarket firms can begin the new year with a competitive edge by encouraging employees and customers to take the newly updated Auto International Association (AIA) Import Parts Specialist and Master Import Parts Specialist certification tests. Better-trained counter personnel and service technicians are vital to ensuring quality repairs and satisfying import nameplate customers. These tests address the pressing need for professionals with knowledge and training to help drive improved sales and provide the best customer service to import nameplate owners.
MEMA Joins Aftermarket eForum as Sponsor
MEMA has joined as a sponsor of the 2004 Aftermarket eForum scheduled for Monday, Aug. 2, through Wednesday, Aug. 4, in Chicago, Ill. Other sponsors of this industry-wide event include the Automotive Aftermarket Industry Association (AAIA), the Specialty Equipment Market Association (SEMA), the Automotive Warehouse Distributors Association and the Automotive Industries Association of Canada (AIA), R.L. Polk & Co., Comergent, Evant, Gcommerce, Prescient Technology, DST and WorldPac.
Neil Peters, Former TBEA Division President, Dies
Neil Peters Jr, former president of the Michigan-Ohio Regional Division of the Truck Body and Equipment Association (TBEA) from 1972-1973, died Jan 2, at home.
NAPA/ASE Name Parts Specialist of the Year
Mike Mrozinski, a manager at Capital and Auto National Truck Service in Albany, N.Y., was recently named the 2004 NAPA/ASE Parts Specialist of the Year. Now in its fifth year, the NAPA/ASE Parts Specialist of the Year is awarded to a parts professional within the NAPA organization who demonstrates superior parts knowledge and business practices, a commitment to customer service and training, involvement in the community and outstanding service to the automotive parts, repair and maintenance industry. Judges include representatives from ASE, trade press, universities and aftermarket industry associations. Mrozinski was unanimously selected by the judges.