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Midas name change: What's happening?

2015-07-29 09:22

NEW HQ FOR AAAS: The former Midas Group has name-changed to Africa Automotive Aftermarket Solutions - and moved to a giant new HQ. Image: Supplied

  Gallery

Wheels24 reader REYNARD GELDERBLOM attended Round 8 of the Midas Sport Clubmans event on Saturday at the Killarney Racetrack in Cape Town. Check out his awesome 53-pic gallery!

LES STEPHENSON

Midas Group, a trade name almost synonymous with parts and accessories in South Africa, has elected to change its corporate image after 60 years with a tongue-twister of a new name...

'Darling, just popping down to Africa Automotive Aftermarket Solutions for a fan belt' just doesn't have the ring of 'Darling, just popping down to Midas...'. It's something boyfriends and husbands have been saying on Sunday mornings since before the introduction of radial tyres.

DON'T WORRY, GUYS...!

The abbreviation, of course, will be AAAS. Though corporate owner Imperial Holdings Ltd issued this caveat with its media release: "It will commonly be referred to as Aftermarket Solutions."

So, it's just as well that the Midas name will persist, still in bold italic script, above the glazing of its aftermarket stores - some might even call them 'man caves' - across South Africa.

Phew!

Whatever, IHL inaugurated the new overarching corporate name at its head office and distribution centre in Linbro Park, Johannesburg, this week (July 28 2015). The media release added:

"The name change comes as a result of the company’s phenomenal growth over the last 60 years, with greater clarity sought around the relationship that exists between the Midas retail franchise store brand and various other subsidiaries within the group."

Warren Espinoza, chief executive of AAAS, enlarged: "With time, as we’ve expanded the AAAS group, a misinformed perception was created that the former Midas Group was equal to the Midas retail brand. This warranted a name change that would encapsulate all that our various subsidiaries offer."

GIANT BUILDING, MANY NAMES

Also headquartered at the new Linbo Park facility, IHL says, will be seven trading entities: National Automobile Part Distributors, Parts Incorporated Africa's national office and Gauteng distribution, AfintaPart, Autocycle Centre, Truck and Trailer Components and Technica Learning Resources.

The franchise head offices for Midas, Motolek, ADCO, CBS, Silverton, Battery Hub and ACD will also be housed in the building.

Stefan le Roux, AAAS's marketing director, further enlarged: “AAAS is a corporate brand, with all communication directed at industry and not affecting the consumer. All franchise and trade brands will retain their respective names and identities, so there shouldn’t be any confusion among consumers around what is, for example, Midas, and what is AAAS."

The current Midas Group website will change to an all-new Aftermarket Solutions website, highlighting the company’s four focus areas.

  • Africa – Customers throughout the continent are supplied with products and services

  • Automotive – Parts, accessories and outdoor products for passenger vehicles, commercial vehicles (light, medium and heavy), motorcycles and trailers

  • Aftermarket – Parts for workshops, independent retailers, fleets and consumers who operate in the out of warranty vehicle space

  • Solutions – Aftermarket Solutions offers various solutions to aftermarket customers, including parts, accessories, delivery from multiple distribution centres, training, outsourced parts store management, franchise concepts, marketing and brand building, market research, advertising planning and development, business-to-business procurement functions and cataloguing.


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