Midas (automotive service)

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Type Subsidiary
Founded  1956 (1956-MM)
Founders Nate H. Sherman
Headquarters Itasca, Illinois
Number of locations 2,300+ (May 2011)[1]
Parent TBC Corporation
Website www.midas.com

Midas, Inc. is a chain of automotive service centers headquartered in Itasca, Illinois. In the main markets of the United States and Canada, Midas stores are company-owned or franchised. In the 17 other countries it operates in,[citation needed] the service centers are either licensed or franchised.

In 1956, The Muffler Installation Dealers' Associated Service (M-I-D-A-S) was established by Nate H. Sherman and the first Midas Muffler opened that year in Macon, Georgia.[citation needed] 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 Midas originates from the king Midas and his golden touch, hence the slogan "Trust the Midas touch".

Midas was acquired by TBC Corporation in 2012.[2]

2005 revenues were $192.5 million USD, down from $197.5 million in 2004.[citation needed]

Slogans[edit]

  • Did you think about you should trust a Midas touch? (1990-2001)[citation needed]
  • You should trust a Midas touch (1995-2000)
  • Trust the Midas touch (2001-)
  • Trust Midas (2006-)
  • The Midas Touch (2009-)

Midas Man[edit]

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.[3]

References[edit]