What if the bicycle was the future of the car? Asked in these terms, the question may seem a bit provocative. The initiative of Midas, leader of car repair centers with 365 stores in France, which has decided to devote part of its activity to bicycles, goes in this direction.
After launching a repair and maintenance offer a year ago in corners called Cycloo, the group is moving up a gear and has just launched a new concept tested in Lille (Nord) under the name Midas City. The brand's ambition is to then deploy this offer, mainly focused on electrically assisted bicycles (VAE) and scooters, in all major cities. Motorists are not forgotten but the group adapts to all mobilities by offering three types of package, from the most basic at 20 euros TTC to an intermediate revision for 44.90 euros or a more complete one at 69.90 euros (10 euros more for the electric version).
As Marketing Director Ludovic Dugabelle acknowledges, "our model is constantly evolving and adapting to a rapidly changing market". The cyclist and the motorist, who can also be the same, are therefore brought to cohabit in the same space.
Specialized corners also at Norauto
Beyond the Lille test, Midas has also just signed an agreement with Tim Sports, a long-term rental start-up for company bikes. Through this merger, the brand, faced like the competition with a decline in its car activity in urban centers, wants to diversify its offer in soft mobility.
"Thanks to this partnership, our customers will benefit from a new range of tailor-made maintenance services," says Jérôme Blanc, co-founder of Tim Sports, which equips 110 companies, 70% of which are located in Île-de-France. As maintenance is included in the long-term rental contract, the customer only needs to present his reference number to benefit from the partnership. Small repairs such as a puncture or tube replacement are not included. An operation charged 9 euros, a cost to which must be added the price of the part to be changed.
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Before Midas, other car repair specialists had already taken the plunge to take a position in the bicycle market. Norauto, which has been selling them for ten years and whose hundreds of stores have specialized corners, had been a forerunner. A complete revision costs you 49.95 euros. For the specific intervention on electric bikes, its technicians have received training. As for Speedy, which also offers a repair service, it lends an e-bike for the day to its motorist customers as a courtesy vehicle.