Brands over time

Kwik Fit
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

170 of Kwik Fit's own blog posts, press releases and announcements, 2015 to 2022, measured sentence by sentence, 92 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 6 other motoring brands, and what it sounds like in its own words.

Pages measured
170
Years covered
2015–22
Archived before ChatGPT
92
Blog · press
130 · 40

01 · Homepage

One capture a year

Kwik Fit's homepage from 2004 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026kwik-fit.com12 Jul 2026
Kwik Fit homepage, 12 Jul 2026

Screenshot of Kwik Fit’s homepage (kwik-fit.com) as archived by the Internet Archive on 12 Jul 2026. © Kwik Fit or its licensors. Shown for comparison and review; not endorsed by Kwik Fit.

Homepage

2026

“Welcome to Kwik Fit”

Page title

Welcome to Kwik Fit | Kwik Fit

Open on the Internet Archive
  1. 2008Kwik Fit are experts in automotive repair including tyres, MoT testing, car servicing, exhausts, brakes, and air-con.
  2. 2012Book An MoT
  3. 2022More from Kwik Fit
  4. 2023Offers and Promotions
  5. 2024Welcome to Kwik Fit

22 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
6
12
18
Motoring avg 14.3
15.3
14.8
15.9
15.1
14.9
16.3
14.7
16.0
ChatGPT · Nov 2022
201511 pp
201614 pp
20175 pp
20186 pp
20198 pp
202013 pp
202118 pp
202215 pp
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201515.311
201614.814
201715.95
201815.16
201914.98
202016.313
202114.718
202216.015

Years with pages: 2015 (11), 2016 (14), 2017 (5), 2018 (6), 2019 (8), 2020 (13), 2021 (18), 2022 (15). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Kwik Fit among motoring brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    50% less than its sector

    1.74 against a sector average of 3.48; 2nd lowest of 7.

  2. Contractions

    27% less than its sector

    11.9 against a sector average of 16.2; lowest of 7.

  3. Questions

    27% less than its sector

    3.4 against a sector average of 4.6; 2nd lowest of 7.

Sentence lengthMid-table, 4th of 7
Kwik Fit 14.4
12.916.6
ContractionsLowest of 7
Kwik Fit 11.9
11.922.6
"You"3rd highest of 7
Kwik Fit 68%
56%73%
"We"Mid-table, 4th of 7
Kwik Fit 31%
22%34%
Questions2nd lowest of 7
Kwik Fit 3.4
2.98.0
Long wordsMid-table, 4th of 7
Kwik Fit 23%
18%26%
Em dashes2nd lowest of 7
Kwik Fit 1.74
1.745.19
AI-associated words2nd lowest of 7
Kwik Fit 0.42
0.381.81
Exclamations2nd lowest of 7
Kwik Fit 0.45
0.211.61
Page length3rd highest of 7
Kwik Fit 1,251
7535,102

Pages measured: Halfords 22 · Kwik Fit 170 · RAC 193 · cinch 311 · Arnold Clark 141 · carwow 320 · Motorway 194. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.

04 · Vocabulary

Words Kwik Fit uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

tyre148.3 vs 8.9
tyres96.6 vs 9.4
pricing26.9 vs 1.4
exclusive27.4 vs 1.1
centre36.2 vs 6.1
registration26.3 vs 2.3
vehicle97.2 vs 36.2
recommended21.5 vs 1.7
centres21.8 vs 0.7
Kwik FitSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 170 pages. Checked for product names and page furniture.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

20142 Jul · Blog
“Kwik Fit has 200 mobile tyre fitting vans carrying out mobile repairs across the country. We recently spent the morning with Dean Gibson, one of our mobile tyre fitters in the South of England to find out what a typical day looks like for the Kwik Fit mobile tyre fitting fleet.”
A day in the life of…a Kwik Fit mobile fitter
20172 Mar · Press
“Kwik Fit is marking the launch of National Apprenticeship Week 2017 on 6 March with the announcement of 200 new apprentice roles. These jobs are being offered throughout its UK network, providing local opportunities for many school leavers.”
Kwik Fit announces 200 new apprenticeship roles
202618 Feb · Blog
“As the UK moves towards a cleaner, low-emission future, drivers are becoming increasingly aware of their environmental footprint. From electric and hybrid cars to efficient tyres and smart servicing, every decision we make behind the wheel can have an impact on the planet.”
Kwik Fit’s Role In The Future Of Eco Driving

06 · Every page

All 170 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 170 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.

202215 pages
202118 pages
202013 pages
20198 pages
20186 pages
20175 pages
201614 pages
201511 pages
In the overall numbers, no year80 pages

07 · Method

How this was measured

The pages

Kwik Fit's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.