Onward Coatings Producing ‘Eco-Friendly’ Chrome Alternative - Tire Review Magazine

Onward Coatings Producing ‘Eco-Friendly’ Chrome Alternative

Onward Coatings held a press conference on July 3 at its headquarters in Mentor, Ohio, to highlight its “eco-friendly” decorative chrome technology and showcase its production line that offers an alternative to the traditional chrome-plating process.

While the product candidates for this “green” technology are numerous, automotive applications, particularly wheels, are the first to benefit.

“Our business model is the application of the technology onto aluminum substrates, focused first on automotive wheels,” said Brian Boley, co-founder of Onward. “However, early on we designed the plant to be versatile enough to look at other markets. The interest has been high not only in the automotive industry, but other industries including both domestic and overseas companies.”

While the chemicals used in traditional chrome plating result in environmental and waste issues, Onward Coatings’ process is 100% environmentally friendly. Plus it’s substantially lighter, priced similar to and much more durable than the traditional process used to chrome plate wheels today.

Onward Coatings’ technology uses powder paints combined with Physical Vapor Deposition (PVD) to apply a smooth chrome-look finish to automotive wheels in a five-step, 2.5-hour process. This process, that produces one coated wheel every 4-5 minutes, has passed major automotive testing in independent labs and retains the deep rich chrome color desired by consumers.

In additional to its focus on the aftermarket wheel business, the company is seeking contracts for low-volume programs with various automotive OEMs.

While Onward will initially employ up to 30 people, the company’s model includes the building of a large-scale production facility within 24 months, bringing the potential employment in the area to 100 at that time. (Tire Review/Akron)

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