One of South Africa' leading consumer tyre retail brands Hi-Q is this month (September) celebrating 10 years of exceptional growth within the retail tyre and wheel industry.
From just three stores in 1999, the franchise network – one of the country’s youngest major franchise brands – has grown to 179 nationwide.
Managing Director Sean Harrison, who joined Hi-Q two years ago, said: “From a franchising point of view, the growth of the Hi-Q network has been phenomenal. In just a decade, the brand has become a household name in South Africa.”
Over the past few years – and in spite of the turbulent economic climate – Hi-Q has been the fastest-growing brand in the retail motor industry sector. “We are very proud of Hi-Q and the enterprising individuals that make up our brand,” said Harrison.
From the outset, Hi-Q’s vision to set the highest standards – from top-quality customer service to neat stores and fair prices – has paid off. “Our biggest challenge 10 years ago was getting the brand established as the name, Hi-Q, doesn’t explain the service we provide.” The network’s first slogan ‘It’s all about wheels’ drew in the customers, resulting in a massive support base. With the brand firmly established, the slogan was replaced with ‘The one you can trust’, which “embodies all Hi-Q’s values”, said Harrison.
“What’s most important to us is how we service our clients – the brand may draw people in, but it’s our service that keeps them coming back.”
Chairman of the Dealer Council for the franchise Joel Back has been involved with the brand from the start, having spent several years as General Manager and Director of Hi-Q before running his own franchised outlet, Hi-Q Woodmead, in Johannesburg.
“At the time of its inception, tyre manufacturers were looking for a channel of distribution that was increasingly reliable and dependable. Global retail trends indicated that fitment centers owned by independent franchisees as opposed to corporate organizations were the best option, as they were more likely to go above and beyond the call of duty in serving their customer base.”
For Hi-Q, a subsidiary of Goodyear, the franchise programme was to prove a winning formula. “I believe strongly that the average Hi-Q dealer is passionate about his business and serving the customer. He goes the extra mile to deliver on Hi-Q’s promise of being ‘the one you can trust’.
“Over the years, as the brand grew and more sales points opened up, I’ve watched Hi-Q become an increasingly meaningful player in the market. The Hi-Q logo is instantly recognizable, and there is a significant and growing segment of the market that supports the brand.”
Hi-Q Airport Tyres co-owner Tony Slabbert, one of the first dealers to join the franchise network said: “Hi-Q has been a success story from day one.”
In media group Avusa’s last Retail Awards survey, Hi-Q achieved a clear first position in the tyre retail segment and scored a fantastic 44% better than its nearest competitor.
The brand’s impressive footprint has even extended beyond South Africa’s borders, with one store firmly established in Botswana and another – the first in the Middle East – opening in Dubai next month.
“A cohesive franchise relationship, outstanding marketing strategies and a pioneering response to customer demands are what have jettisoned Hi-Q to the top.” said Harrison.
“Customers can look forward to another 10 years of good service.”
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