While some major tire industry names produce calendars that illicit furtive glances and even the occasional "phwoar" from enthusiastic admirers, the Kwik-Fit annual calendar may take your breath away for another reason entirely.
Kwik-Fit’s Tyre Wall of Shame 2010 features 12 images intended to shock – photos of tires in outrageous condition, including some with almost no tread left, sidewall ruptures from underinflation, and even one worn right down to the steel cord.
And while Pirelli’s calendar efforts involved weeks of shooting in Brazil, all the "models" featured in Kwik-Fit’s 2010 edition were removed from customer’s cars on a single day in December 2009. Scarier still, this was an average day – Kwik-Fit says it replaces tires in similar conditions every day of the year.
Millions of unsuspecting motorists could be closer than they think to featuring in next year’s calendar, as a survey of 1,000 motorists carried out for Kwik-Fit showed one third of Brits have not checked their tires in the last six months. Kwik-Fit research also found that one-in-five (5.4 million) motorists have underinflated tires, and one-in-ten (2.7 million) have tread depths below the legal requirement of 1.6mm.
“When we produced last year’s Tyre Wall of Shame calendar, we hoped that it would remind motorists of the consequences of not looking after their tires properly,” commented David White, customer services director at Kwik-Fit. “We didn’t want to have to produce a calendar every year, but 2009 has seen even more additions to our collection of shockers.
“Perhaps the worst example we found was taken off a family hatchback. It was right down to the steel cord so not only would it provide no grip, it could have blown at any time. It beggars belief that anyone is driving around with tires like that – let alone those with their family in the car,” White added.
“Although that was one of the worst, it wasn’t an isolated example – worryingly we could have filled many more calendars. People shouldn’t forget the importance of their tires: They are literally what keep their cars on the road. Checking them regularly is one of the most important safety measures drivers can take. (Tyres & Accessories)
