BIRMINGHAM, England, June 20, 2011 /PRNewswire/ --

- 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 years.

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 time.

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 consumer.

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 consumer.

"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 centres
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 greatly.

"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 performance.

HiQ's survey was conducted by OnePoll and questioned 2,000 motorists across the UK. For a full breakdown, including regional statistics, please email ben@connect-group.com

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 @HiQ_fastfit

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 http://www.pa-mediapoint.press.net or viewed at http://www.mediapoint.press.net or http://www.prnewswire.co.uk .

For more information please contact Ben Smallman or Becki Oake on +44(0)1902-714957 or email ben@connect-group.com / becki@connect-group.com

SOURCE HiQ fast fit network