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Fleet Mobile Tyres was first established in the year 1992. In 2011 the company changed its business name to etyres. The company works due to a profitable gross margin that is a mere fraction of what is required by a traditional tyre depot. The overheads of the branch are in the replacement and running costs of vans as well as some charges for telephone use. Through the medium of an online shop they are able to avoid extra costs like rental rates, electricity, heating and cooling, waiting areas, inventory, and insurance.