What if the bicycle was the future of the car? Put in these terms, the question may seem a bit provocative. The initiative of Midas, leader of the centers of car repair with 365 stores in France, which has decided to devote part of its activity to cycling, is moving 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 of Midas City. The brand’s ambition is to then deploy this offer, which is mainly geared towards electrically isted bicycles (VAE) and scooters, in all major cities. Motorists are not forgotten, but the group adapts to all types of mobility by offering three types of package, from the most basic at 20 euros including tax to an intermediate service 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 may also be the same, therefore have to coexist 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 company bike rental start-up. 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 just needs to present his reference number to take advantage of the partnership. Small repairs such as a puncture or tube replacement are not included. An operation billed at 9 euros, a cost to which must be added the price of the part to be changed.
Before Midas, other auto repair specialists had already taken the plunge to take a position in the bicycle market. Norauto, which has been selling it for ten years and in which around a hundred stores have specialized corners, had been a pioneer. A complete overhaul costs you 49.95 euros. For the specific intervention on electric bicycles, its technicians have received training. As for Speedy, which also offers a repair service, it lends a VAE to its motorist customers for the day as a courtesy vehicle.