Thank you for your recent e-mail and your comments regarding our advertising.
These advertisements do not suggest that all garages, with the exception of Kwik-Fit are disreputable. Rather, we are acknowledging the very real and genuine concerns that motorists so often express about our industry as a whole.
I'm sure that you will agree that these are not new or surprising concerns since they are often and spontaneously commented upon in market research and have also been reported, from time to time, by the media. Selected Government organisations have also highlighted motorists' concerns in reports and observations they have made about the industry.
By acknowledging these concerns rather than ignoring them lets motorists know that we care how they feel.
Through our advertising we then illustrate customers' real and actual experiences of visiting Kwik-Fit centres. These insights are taken directly from the hundreds of customer letters that we receive and are a genuine reflection of the way our customers feel towards Kwik-Fit.
I hope that my comments have gone some way to explaining the thinking behind our campaign.
Yours sincerely David White Customer Services Director"