NO SKIMS ON RIMS
From low-rider Impalas cruising the streets of East L.A. to high-rise Escalades hauling the kids to soccer games, custom rims have come to punctuate the personalities of the people behind the wheel.
It's one of the cheapest and easiest ways to customize a vehicle, though some wheel and tire packages can run upward of $10,000 apiece, Stacy Smith of American Racing rims said Tuesday at the SEMA Show in Las Vegas.
Sales of custom wheels have experienced enormous growth in the past 15 years, going from $1.3 billion in 1991 to more than $4.5 billion 2006, a 257 percent increase, research by the Specialty Equipment Market Association shows. The association staged the convention.
That segment of the specialty equipment market accounts for about 12 percent of the industry's overall retail sales.
"It's always about the cool factor, the image, the lifestyle," Smith said. "The biggest thing about rims is it does change the vehicle. The personality in wheels spells out what the person is about."
American Racing, originally known for its vintage line of rims popular among hot rod enthusiasts, has branched out to imports with its Montegi brand and recently acquired Boyd Coddington and Weld, Smith said.
The trend is moving away from 16- and 17-inch rims that come as standard equipment and replacing them with larger wheels.
"One of the big things is, size matters," Smith said. American Racing's TIS, or Twenty Inches Strong, rims are probably the most popular, but 22-inch is right behind them, he said. A Mercedes on display at American Racing's booth sported 30-inch rims.
Automakers have taken notice, helping to fuel the growth and acceptance of custom wheels. The number of cars produced with custom wheels has grown 26 percent over the past decade.
Even with custom wheels being offered on new vehicles, a recent AutoPacific study found that about one-third of new car buyers intend to modify their vehicle by changing out the rims. Compact and luxury car buyers are most likely to do so, the study said.
"There's this notion you are what you drive," said Peter MacGillivray, vice president of events and communications for SEMA. "Vehicles are more than an appliance or a hunk of steel. They're a reflection of your personality. The thing about wheels is they're available in a broad range from a few hundred dollars to a few thousand. They're easy to install and they make an immediate impact."
MacGillivray said there are more than 300 wheel exhibitors at SEMA, taking up the entire South Hall at the Las Vegas Convention Center. The SEMA Show has more than 2,200 exhibitors and 125,000 automotive industry businessmen in attendance, he said.
Cragar Industries showcased a Cragar Special Edition Ford F-150 truck at SEMA with 22-inch Cragar S/S wheels and an optional Cragar "big blue" brake package.
"The baby boomers remember the golden age of hot rods and muscle cars," said Sean McGarry, vice president of business development for Cragar. "They were teenagers then. Now they're older and they've got money. This (Cragar Special Edition F-150) is $45,000 off the lot."
The truck's 1970s-era styling brings back the romance of days gone by with modern functionality, McGarry said. It's a great vehicle for those who remember the famous Cragar "mag" wheels and want to enjoy that feel while also having the practicality of a pickup truck, he said.
Tal Cohen of New York-based Omega Luxury Wheels said the company's PVS Fifty-one 50 is geared toward the upper end of luxury car owners, going for $500 apiece and up, depending on size. They come with a diamond finish.
"It's very nice when you see it on cars," he said. "You get a lot of attention. You get attention from the cops, too."
The face of Omega rims can be painted with a "skin" to match the car's color. The company also sells "bling bling" such as the Chrysler wing and 300C model emblem encrusted with crystal.
The Chrysler 300 series is a popular application for custom wheels because the car itself is so popular, American Racing's Smith said.
"You see it in rap videos and you see 80-year-old ladies driving it," he said.
Momo brought 35 years of Italian racing heritage to America with its wheels and accessories, including steering wheels, seats and foot pedals, Momo USA representative Mike Johnston said. Owners of Mercedes Benz, BMW and Cadillac are his target demographic.
The SEMA Show runs through Friday in conjunction with the Automotive Aftermarket Products Expo at the Sands Expo and Convention Center. The show is closed to the public.
Contact reporter Hubble Smith at hsmith@reviewjournal.com or (702) 383-0491.
LEAVE THAT CAR ALONE? NOT A CHANCE
Automotive customization and accessories are hotter than ever, according to a recent poll from MyRide.com, an auto consumer Web site launched by Autobytel.
Ninety-two percent of drivers surveyed said they have bought or will buy accessories requiring installation and 61 percent said they'll spend more than $1,000 enhancing their ride, the poll indicated.
It's a young market, too. Among those who say they've purchased aftermarket accessories, 54 percent are age 18 to 30 and 79 percent are younger than 45.
"Whether they are installing a custom stereo system or putting on specialty wheels, it's clear that consumers are beginning to view their cars as extensions of themselves," MyRide.com managing editor Brian Chee said.
Some other findings from the poll:
Car customizers shedding "fringe" image. When asked to characterize people who customize or personalize their cars, 58 percent said they're just people who want to make their rides better, while only 42 percent said they're intense car enthusiasts.
The Internet is key to shopping and research. More than 70 percent said they typically research and shop for accessories online, either exclusively or in combination with visits to local retailers.
Performance is the top goal. When asked why they've purchased vehicle accessories or enhancements, 33 percent replied "to improve performance," 26 percent to "improve appearance" and 17 percent to "better fit my lifestyle."
Stereo and entertainment systems are the most popular. More than half of respondents have purchased stereos, speakers, satellite radios or entertainment systems. When asked to describe the "coolest" accessory for their cars, 32 percent cited a great stereo system and 29 percent cited custom and specialty wheels.
Most people see their car as an extension of their lifestyles. Overall, 88 percent agreed with the statement that their cars are a "mobile extension of (their) personal space and lifestyle needs."
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