What better place to showcase new custom wheels than at the SEMA Show and International Tire Expo?
That’s exactly what dozens of rim manufacturers and marketers did last month in Las Vegas. Sport compact tuner wheels were well-represented this year, as were more expensive rims for upscale, luxury sedans. “Probably the most significant part of the wheel business is the tuner market,” said Rick Papelian, director, private brand group, for Enkei International Inc. And there was a wider-than-ever assortment of sport utility vehicle wheels on display. Even tire dealers were in on the action. Discount Tire Co. Inc., which does business as America’s Tire Co. in California, displayed two new Enkei passenger car lines available in 15- to 18-inch sizes: the nine-spoke CDR9 and the five-spoke RS5. Heafner Tire Group Inc. also displayed its wheel offerings, including its Pacer private brand. According to Modern Tire Dealer’s 2000 Custom Wheel Survey, three-quarters of independent tire dealers sell custom wheels. Almost 60% of their customers ask for a specific style of wheel. And dealers labele
