HiQ Tyres & Autocare uses data-driven PR to drive franchisee demand

Independent garages are used to standing on their own two feet. They invest heavily in equipment, training, compliance, marketing and customer service, often managing all of it themselves. But one area where independence can quietly limit growth is visibility.

There are plenty of marketing strategies businesses – or independent garages – can explore, but few deliver the same credibility or long-term impact as being featured in trusted local news publications. That’s where HiQ Tyres & Autocare has taken a different approach. Alongside all the technical support, back-office systems, auditing and training expected from a major franchise, HiQ actively generates press coverage that helps drive customer demand directly to its franchisees’ premises.

Across the UK, HiQ regularly appears in local newspapers, online news sites and radio stations. This exposure places the brand in front of motorists at moments when vehicle safety, affordability and reliability are already front of mind. While any garage can buy advertising space, research from the Public Relations Consultants Association shows the public is more than three times as likely to read editorial coverage as paid promotions.

Last year, HiQ’s media activity generated coverage across a wide range of regional and national outlets, with more than 120 published articles raising awareness not just of the HiQ brand, but of individual centres operating within local communities. Rather than promotional messaging, these stories focus on issues that genuinely matter to motorists.

For most independent garages, becoming ‘newsworthy’ can feel unrealistic. Routine servicing, tyre replacement or MOT testing rarely make headlines on their own. HiQ addresses this challenge by working closely with its PR agency, PitBox91 Communications, to identify stories that connect everyday garage activity with wider public concerns.

Data is central to this approach. By analysing MOT results, servicing trends and seasonal vehicle data, HiQ is able to create credible, timely stories that resonate with journalists and audiences alike. Topics such as pothole damage, cost-of-living pressures, MOT failure rates by town, vehicle age and failure reasons, or winter vehicle preparation provide strong hooks for coverage at both national and local level.

Thomas Carney, PR and Marketing Executive, PitBox91 Communications, explains: “We work closely with HiQ to look for story angles. Tyres and car servicing may not seem newsworthy, but road safety, weather and cost of living issues really trigger the imagination of journalists. We put HiQ in the news by focusing on those angles and backing them up with credible data. The HiQ store managers and franchisees have done a brilliant job in supporting this research that helps us create powerful news stories.”

For franchisees, the benefit is tangible. Media coverage frequently positions HiQ centres as trusted local experts, encouraging motorists to seek advice, checks and repairs from their nearest branch. Achieving that level of consistent exposure independently would be extremely difficult and costly for a single garage.

Emily Davies, Retail Marketing Specialist, HiQ Tyres & Autocare, adds: “Being part of a franchise brings many benefits. Alongside consistent high standards, we look for creative ways to put our locations in the national and local media. That’s why more and more garages are exploring the advantages of being part of a well-promoted national network that generates positive, relevant news stories.”

For independent garage owners considering their next step, the contrast is clear. Independence offers autonomy without the benefit of a national brand investment. A HiQ franchise combines operational support to independents, but with sustained media presence, helping garages turn industry insight into headlines that create customer demand.

Are you ready to drive your business further? Find out how becoming a HiQ Tyres & Autocare franchisee could accelerate your growth. Visit HiQ’s Franchise With Us page to learn more and register your interest.