One of South Wales’ most-recognised motor dealers is investing in its tyre and service offering after signing a new franchise agreement with Fast Fit tyre specialists HiQ.

Day’s Motor Group, which owns eight centres across Wales, has recently opened three HiQ centres at its sites in Swansea, Neath and Llanelli.

The group, which was started in 1926 and has passed through three generations of the same family, opted against setting up the tyre centre under their own name after research showed a partnership with the national chain would prove more beneficial.

David Bond, group aftersales director at Day's Motor Group, said: “The main attraction to HiQ was that we can raise awareness of our new services to our customers. As a brand, HiQ used to have a presence in Wales and is still well-thought of, as well as having a great profile nationally. They have a fantastic support system and that was something we wanted to be a part of.

“It would have been much easier for us to have spent next to nothing and just renamed our rapid fit centre. We could have carried on as we were and continued selling tyres and working on older vehicles, but this is a much better opportunity for us to take the next step. We’re already starting to see the positives. Customer recognition and awareness is already up.”

The partnership is the latest move from the firm to offer drivers assistance throughout the whole journey of car ownership – from the initial purchase of a vehicle, to the annual service, through to the fitting of new tyres.

Bond added: “Customer satisfaction is paramount to us and we want to retain customers for life. We do a lot of servicing and MOTs, but we want drivers to feel that they can purchase a vehicle with us and come back to us for their annual service. However, they could find they need their tyres replacing before this and we want them to remember that they can get everything they need here. That’s what we want to achieve and we’re hoping it will bring in people who recognise both our brand and the HiQ brand.”

As well as investing in new signage and the construction of a new reception area at the Llanelli site, Day’s has also recently acquired two mobile HiQ-branded vans in order to help businesses and drivers who experience trouble and need assistance on the road.

Bond said: “Llanelli has been the biggest investment, but that works for us. It gives us the look that we want and we try to put money back in to the company. We’ve seen an increase in trade already and I’m looking at the positives. The whole idea was to take the company forward.”

Dave Bond & Andrew Fall