This fall, Midas will focus on the tires-service message and will be offering consumers special offers throughout November.

Shops in the U.S. will offer consumers up to $160 in mail-in rebates on four select Goodyear and Cooper tires. In Canada, customers can receive up to a $140 rebate on Goodyear, Dunlop or Bridgestone Blizzak tires.

To support the promos, Midas will broadcast tire-focused national TV advertising featuring the Midas Golden Hand.

Midas plans on focusing more on tires in the future.

“Over the next two years, we will dramatically reposition Midas as a source of tires,” said Mike Gould, executive vice president & 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.”