Smaller Companies Offer Products to Fill a Niche in Your Business

David triumphs again! That could be the slogan for many small companies who are pursuing the same consumer dollar that large companies are vying for. Except they are doing it on a tiny budget and throwing every available resource they have to capture the attention of an elite group with the desire and ability to buy their product.

I have been on that side of the aisle – more than once. As you filter through the stacks of brochures and catalogs that you picked up at the SEMA Show or receive in the mail, here are a few companies that you may have overlooked, not intentionally, of course, but overlooked none the same. Each has something unique to offer, with a potential to fill a void in your business that could set you apart from your competition.

To start off, we have a veteran of the wheel biz getting back in the game. Many of you may know Gene Howald, founder of HRE wheels. Gene started HRE in 1978 and sold it in 1998. In 2001, he and partners established Custom Wheel Solutions (customwheelsolutions.com), which provides a turnkey private label wheel program offering one-piece cast up to three-piece forged wheels.

Originally set up to build wheels for Tier-2 OEMs and OE specialty companies, CWS is now increasing its presence in the aftermarket, as well. Gene oversees all R&D, engineering, design, outsourcing and overall management of the program.

For instance: You need a one-off set of wheels with your company logo built into the design? Done. You need a container of value priced wheels? Handled. “We’re a one stop shop. A person can come to us with a picture or design sketch and we can run finite element analysis (computer model to test for structural integrity), design and produce the product for them,” he says.

“I am in China about once every six to eight weeks and have sourced only the most reputable and dependable manufacturers who can meet quality standards to ensure delivery of the product,” Howald says.

For a truly exotic application, they can build a multi-piece wheel with a carbon fiber center. In addition to manufacturing, they have developed some specialty finishes that separate CWS from others. Howald continues: “We offer a ceramic finish that is very smooth, like glass. We can apply it in combination with other processes to attain a ‘black chrome’ appearance that is very unique. Products are either built in California or warehoused there if imported to be distributed to our customer.”

Another veteran still in the game is Jamie Nichols, now vice president of Russtec Wheels (russtecwheels.com), based in Long Beach, Calif. Nichols manufacturers in Russia to offer a high-end forged wheel to rival those made anywhere in the world.

You may recall several Tire Review articles in the recent past that examined the Russian economy and potential in the tire market. Now we are seeing first hand how this market is viable for the wheel industry, as well.

Nichols sees a hole in the market and he intends to fill it by having completed components ready to assemble per customer specifications and ship within just days, if not hours, of receiving the order. Compare that to four to six weeks for many high-end two- and three-piece manufacturers.

Russtec currently offers two-piece forged, with a 22-inch one-piece forged on the way. Weighing a scant 30 pounds, this type of wheel reduces unsprung weight, which translates to quicker acceleration and better handling and braking. Russtec is focusing on the luxury car/SUV market by offering hub centric applications for Land Rover, Porsche, Mercedes-Benz, BMW and Bentley, to name a few.

To manage inventory, the raw wheels are shipped to their California facility where they are then finished and assembled. Finishes like brushed aluminum, powdercoat or chrome plating using a special particle-nickel process to achieve OE specs is applied. They offer a lifetime structural and three-year finish warranty, even on chrome-plated wheels. One of the newest products is a two-piece forged wheel with a carbon fiber finished outer lip. To complete the assembly, titanium or stainless fasteners are used for low weight and superior strength.

A newcomer to the scene is Jav Azadi, president of Vossen Wheels (vossenwheels.com). Based in Miami, Azadi has developed a wheel program from a unique perspective – offering a one-piece wheel with a stainless lip, staggered offsets and sizes to fit the luxury car/SUV market. Attention to TPMS sensor angle is critical and each wheel will accept the OE sensor. Azadi keeps 3,000-4,000 wheels in stock, all of which are VIA and JWL certified.

Miami, like some other markets, doesn’t crave chrome-plated wheels. Instead, a machined finish with clearcoat or other subtle finish such as powdercoat is preferable. Azadi is looking to fill a niche for a customer who wants the exotic look of three-piece wheels, but only wants to spend one-piece money.

I have spoken to a number of people who sell to high-end clients and the brushed aluminum finish is becoming more prominent – it may be the next wave of car culture demand in its early stages. TSW really kicked this trend off a few years ago and now it seems to be gaining momentum. Take a look at this photo supplied by Vossen.

This is the style 78. Notice how the staggered appearance of a one-piece cast on this S-Class provides the illusion of a three-piece wheel. Like Russtec, Vossen offers vehicle-specific applications that are hub centric, except for a 5×4.5 bolt pattern that has a 73.1mm center bore. This one part is used for many common applications and a centric ring is supplied with each set to make it hub centric.

In some areas of poor roads or harsh winter climate, this could be an alternative to swapping summer/winter wheels around. Clearcoated and powdercoated wheels tend to withstand this type of environment better than chrome.

Azadi is looking for large retailers or wholesale distribution companies to fill holes in various markets. For now, where distribution hasn’t been established, Azadi is filling single set orders for customers.

Turning our focus now to the equipment side, another veteran of the industry is marketing a familiar product under a new name. Allan Hansen, associated for many years with Haveka, is now the CEO of Vibration Solutions (vibration-solutions.com). The company offers a complete line of balancer accessories to help lower comebacks caused by improper centering of the wheel on the balancer.

In addition to cones, VS manufactures collets, flange plate adapters and a new product called Centor.

Derived from ‘center’ and ‘torque,’ Centor is a flange plate adapter that uses fingers that compress to apply an even amount of torque to the lug holes, allowing for an accurately balanced assembly.

Adding to the lineup is a speed nut that, according to the company, “will not break.” Made of steel, instead of plastic, it will be much more durable and increase productivity in a high volume shop.

This is just a sample of the new and innovative products that debuted at the SEMA Show. We’ll be searching for more products and companies like these to help make your business a success.