Hi-Q Automotive has launched an exciting new initiative that aims to empower its large female customer base and take the mysteries out of car maintenance with a series of fun, informative ‘Women with Drive’ evenings.
The project kicked off at Hi-Q Killarney Mall in Gauteng last night with a full party of over 20 women enjoying a number of interactive, educational and entertaining presentations together.
Following on the overwhelming success of the evening, Wynand Loubser, Hi-Q Business Development Manager, said another two such events were planned this year.
“We will then roll the concept out through the course of next year to Hi-Q dealerships and our female customers around the country. The purpose of these evenings is to empower women with basic but essential knowledge about vehicle care, hot topics such as how to react in a hijack situation and much more.
“We were delighted to have celebrity radio personality Amore Bekker play hostess and MC to the ladies at last night’s event, making it all the more special. As much as it is about cars, Hi-Q’s ‘Women with Drive’ programme is also about a bunch of our women customers enjoying a fantastic time together, so the Hi-Q gents stayed away … women often have more fun when there are no men around!” said Loubser.
“The women were divided into teams, each with different coloured hats, and there were interactive quizzes with great prizes that helped entrench the information they were given. Presentations included basic tyre knowledge by Goodyear, battery knowledge by Willard, shock absorber knowledge by Gabriel and our Hi-Q staff showed them the correct way to change a tyre as well as supplying some important technical pointers on car maintenance. They were also introduced to the new tyre pressure monitor that warns you when a tyre is starting to deflate giving you time to find a safe place to replace it.
“The Hi-Q brand has a firm reputation of trust in the marketplace. Our customers know we care about their safety on the road. This kind of knowledge empowers our women, giving them not only independence but also the confidence that they need no longer be concerned about unethical car repairers, because they understand their vehicles.”
Loubser said the concept of ‘Women with Drive’ had enjoyed wide success in Australia where similar evenings are presented by Goodyear consumer retail dealerships. Hi-Q now enjoys a large 47% female customer base.
“Hi-Q has succeeded in growing this important market by introducing cleaner, uncluttered atmospherics to dealerships and with our emotional advertising campaign last year, which succeeded in touching the hearts and minds of many female motorists.
“Increasingly, women are in the driving seat, not only in cars but in just about every aspect of life. This is the clever twist behind the programme’s name: ‘Women with Drive’. Hi-Q aims to be the one they trust all the way.”