A Change Of Emphasis For Kwik-Fit

In a speech at the conference which ran alongside the Essen Reifen 2000 exhibition, Sir Tom Farmer, Chairman and Chief Executive of tyre retailer Kwik-Fit, announced a change to the company’s famous slogan of “Our aim is 100% customer delight”. This, he said, is meaningless hype – nobody is delighted when presented with a bill for tyres, or an exhaust system, however good the service and product. Today’s customer is more sophisticated than his counterpart of a decade or so ago and he (or she) expects – indeed, demands – satisfaction when purchasing goods and services. Kwik-Fit’s new attitude to the customer is to try to give him what he wants and, if anything goes wrong, to move heaven and earth to rectify it. The words “delight” and “satisfaction” will disappear from adverts, letterheadings and the like, although Sir Tom said that service and customer care will continue to be a priority for Kwik-Fit. The move comes at a time when the company is undertaking its most aggressive-ever advertising campaign, offering four 12″ and 13″ tyres for £65, including valve, balancing and fitting. Never before have the company’s adverts featured prices so prominently, and never before have the prices been so cheap. Sir Tom Farmer says that the move is in response to actions by competitors and it is certainly having its effect on the tyre retail market. Kwik-Fit’s own house magazine underlines the aggressive nature of the campaign, saying that, if the prices are undercut, they will be reduced even further. “This is war!” says the article.