The Imperial Holdings Limited-owned entity unveiled its new name and brand identity at the inauguration of its combined head office and state-of-the-art distribution centre in Linbro Park, Johannesburg.

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.

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

Founded in 1954, the company currently employs over 1200 staff and generated sales of R3.8-billion in 2014. Aftermarket Solutions markets and distributes quality automotive parts, DIY, DIFM and leisure products and services through selected channels.

The new 47 450m2 Linbro Park facility has been designed to support the growth of the Aftermarket Solutions group business, and centralised facilities and services allow a seamless flow across customers and branches. It will be home to Aftermarket Solutions’ administration, finance, human resources, information technology, marketing, procurement, sales and supply-chain management divisions.

Also headquartered there will be seven trading entities: National Automobile Part Distributors (NAPA), Parts Incorporated Africa (PIA) national office and Gauteng distribution, AfintaPart, Autocycle Centre, Truck and Trailer Components (TTC) and Technica Learning Resources.

The franchise head offices, for Midas, Motolek, ADCO, CBS, Silverton, Battery Hub and ACD will also be at Linbro Park.

“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,” says Stefan le Roux, Marketing Director for Aftermarket Solutions.

All staff within the company have been informed of the name change and the reasons for it, with customers and suppliers having received similar information in the weeks leading up to the event.

The current Midas Group website will change over 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; and
  • 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.
For more information, visit www.midasgroup.co.za.