Kwik-Fit Calendar Intended to Shock

While some major tyre 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 twelve images intended to shock – photos of tyres in outrageous condition, including some with almost no tread left, sidewall ruptures through under inflation, and even one worn right down to the steel core. 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 customers' cars on a single day in December 2009. Scarier still, this was an average day – Kwik-Fit says it replaces tyres in similar conditions every day of the year.