Premium tire chain focuses on transparency

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Visits to auto garages are rarely a pleasant experience, fraught as they are with jargon-filled descriptions, unclear pricing and less-than-pristine surroundings. Not so at the UK's HiQ chain, which is rebranding itself as the transparent, no-stress fast-fit tire company. As part of its rebranding (and premiumizing) effort, which launched last year, HiQ promises never to use hidden costs or perform any work without the customer's permission. It also pledges to use only plain, jargon-free English in its communications with customers, and to undergo routine audits to maintain national standards. An online tire finder, meanwhile, lets customers find the tires they…

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