At Wheel Craft, we field a variety of questions every day from customers around the country about our hand-crafted finishes for BMW, Lexus, Infiniti and other luxury-brand original equipment (OE) factory wheels. To help you better understand our premium custom wheel finishes and what elevates them above competing products, we’ve assembled a series of blogs with answers to frequently asked questions. In this Part I blog, we address common questions around our finish technology and cleaning methods.
Question: What are Wheel Craft wheel finishes, and how do they differ from aftermarket PVD wheel coatings?
Answer: Wheel Craft high-end wheel finishes are specially designed for luxury-brand original equipment (OE), factory-installed wheels. These proprietary, next-gen finishes are gorgeous in appearance and texture—and their advanced protective properties offer unrivaled durability to ensure beauty and performance for years to come.
Traditional PVD chrome providers, as well as powder coat companies, use thick coatings (sometimes as thick as a penny) which are simply layered onto wheels. The wheels themselves are “roughed up” a bit to make adhesion of the first layer of coating possible—and it takes a lot of coating material to achieve an acceptably smooth surface. Consequently, the thickness of that coating, combined with the fact that it sits atop the wheel (and doesn’t truly bond with it), makes these types of coatings much more susceptible to chipping and peeling.
You might think that a thick coating is stronger and more durable than an ultra-thin finish. In reality, the exact opposite is true.
At Wheel Craft, our exclusive ICE™ ultra-thin finish technology connects with the fiber of the underlying alloy; it ties right to it, as opposed to a coating that merely sits on it. Moreover, our ICE finishes are no thicker than a piece of paper, which creates an inseparable bond across the entire surface of the wheel. This protective glove provides ultimate protection from:
- Brake dust burns
- Alloy wheel corrosion
- Car wash chemicals
- Seasonal street chemicals and salt
Question: Are Wheel Craft custom wheel finishes difficult to clean? What’s the best method of cleaning them?
Answer: At Wheel Craft, our custom ICE finishes for original equipment (OE) factory wheels are engineered to be both beautiful and durable. What’s more, these custom wheel finishes are incredibly easy and inexpensive to clean and maintain. In fact, all you need is soap, water and a soft car wash cloth or sponge to clean them. That’s it! No expensive chemicals, no four-step processes, no scratching of the clear-coat…just soap and water.
In the end, would you rather spend your hard-earned money on degreasers, wheel wax, iron extractors or other concoctions, then waste hours of precious time on your hands and knees manually scrubbing your custom wheels (and risking scratches and clear-coat damage to the wheel finish in the process)? Or, would a better option be to invest in beautiful and durable Wheel Craft ICE wheel finishes, have beautiful luxury wheels all year round that are car wash safe, resistant to brake dust and other contaminants, and occasionally use soap and water with a soft car wash cloth or sponge to clean them?
We think the answer is obvious, and we hope you agree.
Question: What finish colors and options are available for my factory-installed wheels?
Answer: Wheel Craft offers four beautiful custom finishes that will make your wheels stand apart, wherever your journey takes you:
Blaze Your Trail…
Black ICE™ is the choice for customers who want the highest quality, most reflective black wheel finish on their car wheels.
Let Your Story Shine…
Bright ICE™ is scientifically formulated with advanced PVD chrome technology to give “traditionalists” the classic custom chrome wheel look of 1960s chrome, without all the headaches.
Your Magic Hour Has Arrived…
Combining the magic of reflective black and undeniable appeal of custom chrome, Midnight ICE™ ensures you’ll Arrive in Style—day, night or anytime in between.
Embrace the Soft, Sinister Side of Class…
Matte ICE™ finish answers the call for an understated matte wheel color offering that sets any vehicle apart in the crowd.
We hope this blog answers some of your questions about Wheel Craft ICE wheel finishes. If you’re looking to Arrive in Style wherever the road takes you, use our form below to contact us for more information on our custom wheel and rim finishes for factory-installed luxury car wheels. For dealers, we welcome the opportunity to discuss how Wheel Craft can deepen customer loyalty and drive unit sales, productivity, revenue and CSI.
Please contact Wheel Craft at 833.639.4231 or email Ed Hollinshead, company President.