TBC Corp. is adding Michelin brand tires to the tires offered at its Midas franchise locations.
“Michelin is a perfect fit for Midas,” said Bill Birkins, senior vice president of franchise leadership for TBC Corp. “Midas is one of the most powerful and iconic brands in auto service and Michelin one of the premium tire brands. Together, we deliver a compelling package that the research reveals customers want – quality, name-brand tires from a well-known car-care provider that they trust.”
BFGoodrich, Goodyear and Cooper brand tires are also sold at Midas locations.
TBC says Midas’ expansion into tires is part of a multi-faceted makeover. Since joining TBC in spring 2012, Midas has driven significant tire sales increases. When related services such as rotations are factored in, Midas shops today rack up as much revenue through tires as they do from exhaust, the service with which many people associate the brand, according to TBC.
TBC says plans are underway to accelerate Midas’ tire-service expansion significantly in the next two years, with upgrades in distribution, computer support, shop signage and more.
“We are hopeful that the increased emphasis on tires will transform Midas over the next two years and position us for more cars, customers, sales and profits,” says Mike Gould, executive vice president and chief operating officer for Midas.
In addition to expanding its service offering with tires, Midas is focusing on expanding its retail footprint and in the most recent fiscal year opened 22 new franchised locations.
“The big brands matter to consumers, and Midas has them,” said Birkins. “We are building the capabilities to be a world-class tire marketer and a significant player in the business, offering customers competitive prices, convenient locations, and the quality brands they want.”
There are more than 2,100 franchised, licensed, and company owned Midas shops in 13 countries, including nearly 1,300 in the United States and Canada.
For more information about Midas, contact Midas International Corp. by phone (1-877-890-5874) or email [email protected].
