Asda will enter the motoring trade by launching a brand new online tyre service that claims to guarantee the best deals across the UK.
AsdaTyres is aiming to reduce car maintenance costs by offering tyres up to 10% cheaper than any other retailer or car specialist, and they further claim the new service could save customers around £50 per vehicle.
Nick Cockerill, Asda's tyre expert says: "We heard from our customers that tyres are often one of the most expensive items they buy, so we wanted to offer a wallet-friendly alternative. Our site is exceptionally easy to use and we promise customers, good quality tyres at low prices with no hidden costs."
Asda's service means customers can search for tyres online by typing in just their vehicle registration number, before driving to an AsdaTyres outlet to have the rubber fitted.
However rival tyre sellers are gearing up for the challenge. A spokesman from Kwik Fit said: "Kwik Fit is the market leader because our customers trust us and value the expertise we have developed over the last 40 years.
"We welcome competition from any entrant to the market, although this offering doesn't seem to be bringing anything new to the sector - just acting as a middleman between customers and existing independent retailers without providing any additional benefit to the consumer."
This isn't the first time a large supermarket has attempted to cash in on the motoring trade, Tesco launched the ill-fated Tesco Cars in 2011.
An insider told CarDealer Magazine at the time that "Tesco were selling just 150 cars a month," and this lack of demand eventually led to the supermarket chain closing the website.