Modern Tire Dealer

Handbook 2019

Magazine for the professional tire industry

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Page 7 of 61

P e r f o r m a n c e H a n d b o o k 2 0 1 9 6 S ometimes in the haste of properly demounting, mounting and balancing high performance tires so the customer can be on his way as quickly as possible, technicians forget about the custom wheels. As professionals they do their best to make sure they aren't damaged. But are they clean when they leave the shop? Just think of how happy male or female customers will be if they leave with wheels and tires that impress. ey might have to head for a car wash so the whole car looks good. And if they are enthusiasts, they probably expect the tires and wheels to look clean, even if they didn't come in for new tires or wheels. e most popular wheel surface finishes are not maintained in the same way. e Specialty Equipment Market Association's Wheel & Tire Council (WTC) singles out six popular wheel surface finishes in its new Wheel Care Guide. Whether the wheels are aluminum or alloy wheels, carbon fiber or composite wheels, or steel wheels, the guide will show you how to exceed the expectations of your customers. WHEEL SURFACE FINISHES e WTC focused on six finishes: chrome, painted, anodized, plastic clad, multi-finish and polished or uncoated. Here is quick look at the finishes. 1. Chrome. Technically known as chromium plate, chrome is a very shiny decorative and protective finish. Chrome can be applied to metal or plastic by a process called electroplating. When properly cared for chrome is highly resistant to corrosion and rust and will maintain its mirror-like shine for many years. 2. Painted. "Painted wheels have a chemically bonded coating similar to the surface of your car's body," said WTC. "Paint can be tinted with color or with no tint such as clear coat." Painted applications can be clear coat, color coat, or powder coated. 3. Anodized. Not be confused with powder coating, anodizing is an electrochemical process that converts the wheel surface into a decorative, corrosion-resistant, oxide finish available in a large variety of colors. 4. Plastic clad. Plastic clad: a stylized plastic outer/face is bonded to an aluminum or steel base wheel to give the appearance of a custom wheel; can be painted or chrome plated. 5. Multi-finish. A wheel with more than one type of finish; it can be in an unlimited variety of colors, materials, and finishes such as paint, chrome, powder coating, or anodizing. e manufacturing processes can include casting, forged and billet, in one-, two-, or three-piece wheels. 6. Polished or uncoated. An unprotected, non-coated aluminum C u s t o m W h e e l s PHOTOS COURTESY OF SEMA WTC CHROME PAINTED ANODIZED PLASTIC AND CLAD WTC'S WHEEL CARE GUIDE WILL HELP YOU COMPLETE THE JOB ATTENTION

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