MIDAS PUSHING NEW BRAKES
By Adnews Staff
Toronto-based Midas Canada Inc. has introduced new brake pad technology that the company says extends the life of brake pads. Called Performance Friction Carbon Metallic brake pads, the new product is designed to handle high temperatures and uses a process called ionic fusion to attach to the brake rotor. Using a blend of carbon, graphite and exotic metals, the process fuses the pad to the backing plate without having to use rivets. Midas would not release any details about possible advertising plans for the brake pads. Ogilvy & Mather handles Midas advertising. McMaster Communications Inc. is handling PR for the brake pad's Canadian launch. Both companies are based in Toronto.
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