ATS Euromaster will apply the livery to all new light commercials joining its near 1,000-strong fleet – commencing with 60 replacement vehicles entering service during 2011. This is expected to comprise 30 Ford Transit Jumbo vans, 26 Mercedes-Benz Sprinter vans and four Sprinter flatbeds.

Chris Hufflett, group operations director, said: 'The new livery will play a key role in raising awareness of our breadth of expertise. We're using high-impact graphics of car, 4×4, van, truck, industrial and agricultural tyres on the sides of each van.  Plus we've developed icons to highlight the full range of fast-fit services we offer – including newly launched skills such as fault diagnostics and air-con recharging.'

The livery is also intended to play an increased safety role and includes more prominent chevron safety markings as well as pairs of high-intensity LED lights mounted to the front, rear and within each light bar – which have been standard fitment across ATS Euromaster's mobile fitting fleet since 2004.

Richard Byrne, group health, safety & environmental manager, explained: 'For us safety is far more than simply meeting the legal requirements; it's how we do business and it's what makes us stand out within the tyre industry. Our existing fleet already exceeds all current safety legislation, but as a business we took the decision to raise our protection levels even further.'

The new livery is being applied with vinyl graphic film, with a high lustre finish, to ensure it maintains its brightness and colour throughout each vehicle's projected five to seven year life on the fleet. ATS Euromaster has specified a higher-quality graphics film than previously fitted, to ensure it resists tearing, whilst being extremely resistant to weather and other outdoor influences.