HiQ to Inflate European Union Tyre Legislation with £500,000 Investment

By Hiq Fast Fit Network, PRNE
Sunday, June 19, 2011

BIRMINGHAM, England, June 20, 2011 -

- With Photo

One of the largest chains of garages in the UK is pumping
£500,000 into an 18 month education programme to explain the
benefits of impending EU tyre labelling legislation, declaring:
“This will finally create a memorable tyre shopping experience for
millions of motorists.”

The HiQ fast fit network believes that the legislation - which
will come into effect in 2012 - is the biggest single development
to impact upon the tyre retailing industry in the last 50

The law will order every garage in the UK to display information
about every tyre’s performance, including wet grip, exterior noise
and fuel efficiency.

It will mirror the white goods retail industry, where consumers
can clearly see how energy efficient different models are, while
banishing jargon and assumption based shopping at the same

HiQ commissioned research - involving 2,000 motorists - through
OnePoll, which revealed that 67 per cent of people want to know
more about the benefits of the law, despite 87 per cent of them not
knowing what it was before HiQ explained.

HiQ believes the EU legislation will force garages to change
their ways and is taking the lead on the issue by educating British
motorists and the benefits of this legislation for them, as a

Retail director Peter Tye said: “We are the only fast fit
network to welcome this legislation because like Mary Portas, our
sole objective is to empower the consumer and give them higher
levels of service.

“Our research tells us that British motorists are with us in
wanting to understand how the legislation affects them as a

“That is why we are delighted to reveal our £500,000 education
programme today.”

HiQ’s £500,000 education programme includes:

  1. Innovative point-of-sale tyre selectors at each of HiQ’s 150
  2. The first retail guide to tyre labelling available via the HiQ
    online website.
  3.  HiQ Academy’s new ‘Tyre Expert’ programme; including tyre
    technical training, retail selling skills and an industry first
    Tyre Labelling Certification module.
  4. Automotive Technician Accreditation (ATA) assessments for all
    170 technicians to raise standards, through theory based modules
    and then practical assessments.

  5. Telephone and video Mystery Shopping Programme
including weekly telephone call recordings at its 150 centres.

HiQ’s marketing manager Geraldine McGovern revealed that a
second phase of work would take place later in the year to
supplement the brand’s initial steps.

She said: “We are embracing this legislation to champion our
consumers’ right to demand an optimised shopping experience and
expert advice when shopping for their motoring needs - in
particular tyres.

“Motorists can also expect Amazon style recommendation
technology from HiQonline to support customer purchase decision
support, an informative iPhone app and an educational radio
campaign, later in the year.

“The better educated motorists are, the better the chances of
buying the right tyre because despite appearances, tyres differ

“That is why tyre labelling makes such sense and is why we are
putting all of our efforts into welcoming it, in the most consumer
driven way possible.”

Notes to Editors:

EU Tyre legislation will come into
effect on
November 1 2012.

As with any European regulation, this
rule and legislation will be binding and identical in all European
member states.

The label will be a guide to tyre
purchasers on wet grip, rolling resistance and noise level

HiQs survey was conducted by OnePoll and
questioned 2,000 motorists across the
UK. For a full
breakdown, including regional statistics, please email

The HiQ Network

To become a friend of HiQ, please follow HiQ Bertie or HiQ
Beatrice on Facebook, who are in the perfect place to impart the
latest news from the HiQ forecourt.

The HiQ network also posts regular competition offers and news
releases on Twitter. To receive its latest newsfeeds, follow

The HiQ fast fit retail network consists of over 150 branches
across the UK and is the only franchised fast fit network in the
automotive sector. In addition to selling, fitting and checking
tyres, HiQ also provides brakes, exhausts, batteries, MOTs and
vehicle servicing and maintenance.

The network of HiQ centres is currently being redeveloped to
reflect the company’s customer commitment to differentiate itself
from competitors and become Fast Fit You Can Be Sure Of.

The company’s proposition is to offer certainty and reassurance,
with jargon free communication; open and honest pricing; modern,
comfortable facilities; better choice and value; and excellent
customer-focused service.

The network now has ambitious growth plans and aims to increase
its centre network to 300 branches by 2014 creating many jobs in
the process.

Note to Editors:

A picture/s accompanying this release is available through
the PA Photowire. It can be downloaded from
or viewed at href="www.mediapoint.press.net/">www.mediapoint.press.net
or href="www.prnewswire.co.uk/">www.prnewswire.co.uk

For more information please contact Ben Smallman or Becki
on +44(0)1902-714957 or email
/ href="mailto:becki@connect-group.com">becki@connect-group.com


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