Ex-BTCC Racer Joins ‘Team HiQ’
He may be long retired from the British Touring Car Championship, yet Jeff Allam’s connection with HiQ is today stronger than ever. The 55-year old – who during the early to mid 1990s competed in Britain's premier motor racing series in Vauxhalls and BMWs – has become a franchisee of the fast fit network.
The former racer has built a HiQ centre at his Allams of Dorking car dealership, thus becoming one of the first UK dealers to secure a partnership with the fast fitter. According to Allam, HiQ’s two-year title sponsorship of the BTCC played a part in his decision to team up with the network, and he comments that he has been impressed with all aspects of the brand. “We are all absolutely delighted to be associated with HiQ. Our partnership will allow us to create additional work and increase turnover,” said Allam. “We are really excited about the new, fresh direction that we are heading towards with HiQ.
“BTCC series director Alan Gow also spoke extremely highly of HiQ and recommended the network to me, after he forged some great relationships over the past two years,” Allam continued. “What’s more, I am an avid BTCC fan and have seen all the HiQ adverts, signage and branding, so I knew all about them.”
But it is not just loyalty to his former racing code that prompted Allam’s decision to strap himself into the HiQ franchisee driving seat: “There is nothing worse than seeing fleet cars driving off our premises because we can’t carry out the work that we have diagnosed. We will now be able to do the repairs through our HiQ centre which is great news for us,” explained the Kia main dealer and Renault automotive retailer.
“This is a massive coup for us. Businesses are looking to diversify and if they are only dealing with one brand, then they are limiting themselves,” said HiQ regional franchise manager Mark Widdows. “Becoming a HiQ franchisee allows them to open themselves up to a multitude of car brands, which allows them to expand their customer base and increase turnover.”
Allams’ operations manager Paul Dobson agreed: “We have been looking for ways to push the business forward and attract new customers in a professional way. HiQ is a national brand with a clean, quality image, with a fresh approach to the fast fit industry. We believe in their ‘fast fit you can be sure of’ promise and we can’t wait to drive new business.”