SpeeDee specializes in convenient high-quality oil changes and fluid service, while Midas is known for its full range of automotive repair and maintenance offerings.

Midas invested more than $1 million in shop upgrades and renovations and hired nearly 50 new service employees as part of this co-branding project. Total employment at company-owned Midas shops in the San Diego area now is 103.

Renovations at the shops include the installation of platform lifts in the oil change bays that enable one technician to ride up with the vehicle to work under the hood while a second technician works under the car. New interior and exterior signs identify and explain the addition of the SpeeDee oil change service.

With the new SpeeDee dedicated oil change bays, customers can drive in without appointments and have their oil changed in about 20 minutes, complete with a 17-point inspection of brakes, tires, belts, hoses, fluids and lights, as well as interior vacuuming and topping off of fluids.

"Midas has performed oil changes for many years, but at many shops in the past customers were asked to make appointments or leave their cars and we would perform the oil change when we had an open bay," said William M. Guzik, Midas' executive vice president.

Five of the Midas-SpeeDee co-branded shops are in San Diego and others are in Chula Vista, El Cajon, La Mesa, Oceanside, Poway and San Clemente.

The local Midas-SpeeDee shops will celebrate the new co-branding efforts with grand opening activities on Saturday, Aug. 29. There will be free hot dogs, soft drinks and promotional giveaways available between 11:00 a.m. and 2:00 p.m. For each oil change purchased on Saturday, Midas-SpeeDee will contribute $5.00 to the San Diego Fire Rescue Foundation. Midas-SpeeDee shops have teamed up with the foundation and are distributing safety literature and DVDs on protecting homes and families against wildfires.

Midas is also promoting the new SpeeDee oil change service through direct mail coupons sent to area customers, offering oil changes at a grand opening special price of $19.99.

In April 2008, Midas, Inc., the automotive service provider based in Itasca, Ill., acquired the franchisor of the New Orleans-based SpeeDee system, which has 116 quick-lube and maintenance outlets in the United States and 57 in Mexico.