Business View - May 2015 7
Editor’s
Note
Taking center stage in our North American edition for April is an in-depth feature piece on Midas, a
dominant force in the auto repair industry since the 1950s which now boasts more than 1,000 stores
in North America and more than 2,000 worldwide.
Still, because the brand has been so identified with mufflers, there remains a challenge on the corpo-
rate level to inform customers that the services have since gone far beyond the tailpipe.
The transition from mufflers to total car care – which, in Midas-speak, means all auto services outside
of major engine work – first involved the task of bolstering the in-house capabilities at all store loca-
tions to handle the new operating menu. Once the facilities and personnel were ready to go, the com-
pany focused on getting the rebranding word out with heavy TV and online advertising.
“It’s been a tough road to get not only the consumer’s perception changed, but also our stores’ percep-
tions changed on moving into total car care,” said Mike Gould, who started as an auto tech in a Royal
Oak, Mich. Midas shop 34 years ago, and is now the company’s executive vice president and chief
operating officer. “We’ve been on that road now for about six years.”
Check out the full-length Midas piece as well as other new feature stories in this month’s issue, along-
side recurring supplemental content in the form of Top 10 lists and the Opening Lines section.
Please feel free to contact me with any comments or critiques, as well as suggestions for ways we can
continue to provide a publication that’s pertinent, educational and entertaining.
Until next month…
Regards,
Lyle Fitzsimmons
Vice President, Editorial
Business View Magazine
