According to the company, the launch represents much more than simply a new look, but a completely new concept in tyre retail, designed to counter negative consumer perceptions of the industry.

The concept also features a greater emphasis on using Internet technology, offering HiQ franchisees a share of the margin generated from each tyre sold online and then fitted in store. Describing the current stage of the retail business’ development as “exciting times,” HiQ managing director, Neil Burrows invited journalists to tour the flagship Nottingham retail centre.

Viewing the brand new HiQ it is clear that great attention has been paid to developing a retail experience that is at odds with the perception of tyre buying being a distress purchase. For a start the design is light and bright. Then there are entertainment features such as a plasma screen TV, a Playstation and broadband Internet access.

But dig a little deeper and you see that the HiQ concept is also driven towards demonstrating that consumers are getting value for money – next to the plasma screen is a smaller flat screen monitor displaying the results of Pro-Align fitted Hunter DSP600 wheel alignment process in real time. Gone are the days of “oh yeah, we did the tracking mate.”