Hi-Q has emerged as one of the leading consumer tyre brands, with now more than 170 stores nationwide. Managing Director Sean Harrison said the establishment of a nationwide distribution footprint had been a crucial element in the foundation phase of the organisation.
“From a franchising point of view, the growth of the Hi-Q network has been quite phenomenal. In less than a decade the brand has become a household name in South Africa.”
From the outset, Hi-Q simply concentrated on developing the highest set of standards. The network’s first strap line, ‘It’s all about wheels’, served as its nutshell introduction. Today’s ‘The one you can trust’ drives home Hi-Q’s meaningful, ‘no nonsense’ promise to its market.
Sharp, professional service, pleasantly presented stores and fair prices are key elements to Hi-Q’s success story, as is its one-stop-shop appeal. In addition to tyres, Hi-Q also offers ‘around the wheel’ expertise, such as shock, brake and exhaust replacement.
Certainly, customers say they are high on Hi-Q. An established customer service rating mechanism has returned overwhelmingly positive feedback for the past three years. Most recently, nearly all customers (98%) said they would recommend a Hi-Q store and overall customer service scored a near perfect 99%.
“A cohesive franchise relationship, outstanding marketing strategies and a pioneering response to customer demands are what have jettisoned Hi-Q to the top. It’s a formula that works,” said Harrison.
THE HI-Q EVOLUTION:
-1999 to 2001-
· In August 1999, the first outlet was signed up. In total, eight franchises came on board in the first year.
· From the start, priorities were to establish instant credibility and maximise brand identity.
· The franchise had grown to 65 stores by the end of 2001.
-2002 to 2004-
· A new market position was introduced to reflect Hi-Q’s ongoing commitment to the consumer. Hi-Q became ‘The one you can trust’.
· An ongoing corporate social investment relationship was established with disadvantaged rural schools in the North Cape, within the (then) 4x4 Eco Challenge project.
· The number of Hi-Q outlets had reached 130 by the end of 2004.
-2005 to 2008-
· The emphasis shifted strategically to retailing and customer satisfaction. Customer research in this period has revealed almost perfect scores in terms of service satisfaction.
· The number of Hi-Q outlets swelled to more than 170 nationwide.
“The future holds exciting times for Hi-Q,” is Harrison’s buoyant outlook. “The network expects to top the 200 dealership mark in its tenth year of operation. Further testimony to the success of our South African born-and-bred Hi-Q franchise is the pipeline plan to use it as the benchmark model in establishing further operations in the Middle East.”
Harrison, 41, is particularly switched on to franchise relationships, having immersed his entire career in the motor industry and the past 14 years involved with PG Glass franchisees. He took captaincy of Hi-Q at the start of 2008 - acknowledging happily that he had taken the wheel when the group was riding the crest of phenomenal success - and he has held it steadily on course.
For him, the rewards of franchising lie in establishing strong personal connections with the franchisees.
“The thread that binds the many characters in the Hi-Q network is a feisty entrepreneurial spirit. These are self-starters, with energy and purpose, and they are not afraid to challenge the system. They help keep us, as the franchisor, on our toes – and that keeps us ahead of the competition.”
