Fast-fit chain ATS Euromaster is about to launch its campaign to convince motorists to use winter tyres.

It has doubled its investment in cold weather tyres to £6m in anticipation of strong demand, and is offering premium, mid-range and budget brands to suit all customers.

Group operations director Chris Hufflett said: “No sooner has the new school term started than we are reminded that it’s about to get colder – much colder. But after the harsh winters we have had in recent years, memories of stranded motorists and abandoned cars are unlikely to have faded far.

“We believe drivers will want to be more prepared than ever this year, and cold weather tyres really do make the difference when the temperatures drop.”

Centres will begin sales from September 12.

While customers’ summer tyres are in storage at its facilities, for which £30 is charged, ATS Euromaster technicians will inspect them for wear or damage.