When picturing a visit to a local garage, the pretty sight of pink is usually as far removed as it gets from the more conventional black and chrome of tyre rubber and exhaust pipe.
Yet in the most masculine of male industries, we aren't afraid of getting in touch with our feminine side, particularly when it is in aid of Breast Cancer Care and our attempt to raise £100,000.
We are pulling out all the stops for the cause with a host of fundraising ideas throughout the month of October to coincide with Breast Cancer Awareness Month.
We will be donating £1 from every tyre sold online throughout the month, and will be 'going pink' at dozens of its centres with individual giveaways before launching a huge fundraising drive at Silverstone for the final round of the British Touring Car Championship on October 16.
I'm a Celebrity star Joe Swash and former Spice Girl Melanie C have already commended us on ourefforts, as we aim to reach the six figure mark as soon as possible.
Social networking 'splats' and 'twibbons' will also be created on Facebook and twitter as well as a Just Giving page with a special prize draw to raise as much money as possible for the charity.
Fans of our social networking sites will also be asked to send in old bras, in a fun and unique way of fundraising, in return for some HiQ pink goodies.
Our HiQ marketing manager Geraldine McGovern said: "Breast Cancer Care is a charity close to our hearts, and provides so much vital support for those affected by breast cancer, their family and friends.
"We also want to change perceptions about the fast fit industry, where motorists associate it with being a male dominated, masculine industry.
"We are doing more than anyone to make women feel comfortable, confident and informed when visiting a centre, and our charity links with Breast Cancer Care is testament to this."
The £70,000 raised so far has already paid for the equivalent of 1,274 appointments with Breast Cancer Care's Headstrong service, or 637 places at group therapy information sessions, or 2,826 calls to the charity's free confidential helpline.