Midas, Inc. is an American chain of automotive service centers headquartered in Itasca, Illinois. In its North American main and home market, Midas stores are company-owned or franchised. In the 17 other countries it operates in, the service centers are either licensed or franchised. Midas is one of the world's largest providers of automotive services, offering brake, maintenance, tires, exhaust, steering and suspension services at more than 2,000 franchised, licensed and company-owned Midas shops in 13 countries, including nearly 1,300 in the United States of America and Canada. Midas also owns the SpeeDee Oil & Auto Service business, with more than 150 auto service centers in America.
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History
In April 1956, Midas, an acronym of Muffler Installation Dealers' Associated Service, was established by Nate H. Sherman and the first Midas Muffler opened that year in Macon, Georgia. The chain was originally known as Midas Muffler as they specialized in the replacement of mufflers. In recent years, they have marketed themselves as Auto Service Experts, as they are capable of performing most routine and common automobile service, including brakes, fluid changes, and suspensions. The name is derived from the king Midas and his golden touch, hence the slogan "Trust the Midas touch".
Midas was acquired by TBC Corporation in 2012.
Slogans
- Nobody beats Midas. Nobody. (1977-1986)
- The Midas Way. The way it should be. (1987-1996)
- You should trust a Midas touch (1995-2000)
- Trust the Midas touch (2001-)
- Trust Midas (2006-)
Fraud Charges
Midas was sued by the state of California in 2009 for using bait-and-switch method of defrauding consumers. In 22 locations throughout the state, Midas was accused of luring customers into the store by advertising cheap auto-service, and then upselling them by up to $1,700. The findings came after a four-year undercover investigation.
Midas Man
Midas has been represented in television commercials by a fictional character and spokesman called the "Midas Man". The character has been portrayed by actor Ralph Peduto.
Source of the article : Wikipedia
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