HiQ, the national fast-fit chain, has been highlighted as one of the leaders in educating consumers on the tyre label in a recent undercover study conducted by leading automotive magazine, AutoExpress.

The study was created to discover just how tyre retailers understand, display and explain the Tyre Label 12 months after its introduction. The mystery shopper investigation saw AutoExpress visit four of the UK’s biggest fast-fit chains, with HiQ come out on top.

Farrell Dolan, Retail Director said: “We are delighted to get this recognition for our customer service around the Tyre Label. We believe it important we empower the consumer to make the best informed purchase, because there can be substantial differences in performance between an A grade to a G graded tyre. It is our job to explain this information to the consumer in a clear and easy to understand way. Since 2011 the tyre label has been high on our agenda and we have continued to innovate in the way we bring the label to life for our consumers and retailer partners.”

In 2011 HiQ rolled out a £500,000 education programme to create awareness with motorists and to ensure the seamless integration of the label across all of its nationwide fast-fit stores. The innovative campaign featured an industry first Tyre Labelling Certification for retailers, a telephone and mystery shopper programme and Automotive Technician Accreditation assessments.

Dolan continues: “This campaign ensured that our extremely high standards are consistently met nationwide. The comprehensive briefing pack provided retailers with an insight into the anatomy of the label and breakdown of what it means for business. We really saw an opportunity for the label to add real value to not only HiQ franchisees but also the consumer purchasing process. This recognition for our work around the tyre label comes just weeks after receiving a TyreSafe award for our successful part-worn campaign, highlighting the quality and consistency that runs through the HiQ network.”