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TBC Is Repositioning Midas as Source of Tires

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TBC Corp. is dedicating more resources to tire sales and service at its Midas International Corp. subsidiary.

Over the last 36 months, Midas tire sales have grown 15.1%. TBC says the Midas brand is poised to become a tire destination.

TBC is offering passenger tire rebates at Midas stores through the end of November 2015.  In the U.S., Midas shops are offering customers up to $160 in mail-in rebates on four select Goodyear or Cooper Tires. In Canada, customers can receive up to $140 back on four Goodyear, Dunlop or Bridgestone Blizzak tires.

To support the rebate promotions, TBC is broadcasting tire-focused national TV advertising featuring the Midas Golden Hand.

TBC says it plans to accelerate Midas’ tire-service expansion significantly in 2016 and 2017, with upgrades in distribution, computer support, shop signage and more.

“Over the next two years, we will dramatically reposition Midas as a source of tires,” says Mike Gould, executive vice president and chief operating officer for Midas.

“Our stores will look like tire locations, associates will be tire-service experts, and the Midas brand will become known as a destination for tires in the same way that we are known for brakes, repairs and exhaust.”

Midas started out as a muffler specialist in the mid-1950s, became a nationwide brake-service provider in the 1970s and then a multi-service car-care provider in recent years.

Since joining TBC Corp. in spring 2012, Midas has driven significant tire sales increases. When related services such as rotations are factored in, Midas shops today generate as much revenue through tires as they do from exhaust service, according to TBC.

Midas provides automotive services, offering brake, maintenance, tires, exhaust, steering and suspension services at more than 2,100 franchised, licensed and company-owned Midas shops in 14 countries, including nearly 1,300 in the United States and Canada. Midas also owns more than 150 SpeeDee Oil Change auto service centers in the United States and Mexico.

For more information on Midas, visit  

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