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AUTO REPAIR CHAIN MEINEKE TO TWEAK NAME

Drops 'Discount Mufflers' to Tout Role as 'Car Care Center'

By Published on .

DETROIT (AdAge.com) -- Auto repair chain Meineke Discount Mufflers will change its name to Meineke Car Care Centers to reflect what it calls its expanded services.

The name change will be introduced in a new ad campaign from Stone Ward, Little Rock, Ark., that breaks Feb. 17 on nationally syndicated TV programs and spot TV, a spokeswoman for Meineke told AdAge.com. The ads will also introduce a new tagline, "Right Service. Right Price," while former heavyweight boxing champion George Foreman continues as the company's spokesman.

Economic pricing
Though the marketer is dropping the word "discount" from its name, it will still focus on economic pricing, said Ken Walker, Meineke's president.

Meineke spent $6 million in measured media for the first 10 months of 2002, according to Taylor Nelson Sofres' CMR.

Charlotte, N.C.-headquartered Meineke, founded 31 years, has 900 franchises in the U.S., Canada, Mexico, Venezuela, Guatemala and the Caribbean.

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