No matter what you do, where you do it, why you do it or how you do it, that thing you do can always be improved upon. You may be at the pinnacle of your profession; your products may be the finest available; and your personal qualities may define your success as a family member or citizen. The fact is, progress is always possible.
At Wheel Craft, our people are focused on one thing, and one thing only: Delivering the highest quality, most beautiful and most durable hand-crafted finishes for BMW, Lexus, Infiniti and other luxury-brand original equipment (OE) factory wheels.
Wheel Craft’s 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.
We think highly of our custom wheel finishes, and our customers sing our praises, too. Yet, we are never satisfied with the status quo. While we maintain the highest level of quality throughout our operation, we continually seek to surpass even our own standards and pursue absolute perfection. This attitude permeates our entire company, from the team members on the shop floor through our administration and executive ranks.
It’s a lofty goal, and an aggressive one. After all, we work with original factory wheels from Lexus, Infiniti, BMW and other luxury models, which all vary in composition and size. Likewise, we utilize different types of polishing tools and techniques. While complexity is inherent in our materials and process, opportunities also exist to reexamine our approaches and ask ourselves if better ways forward exist.
Related article: Understanding ISO 9001’s Importance in Certifying Custom Wheel Finish Quality
Every morning at 6:15 a.m., our production team gathers to discuss the day’s production run and upcoming product and process tests. We also use this time as an open forum to discuss ideas and inspirations that can help us deliver the world’s finest luxury wheel/rim finishes for BMW, Lexus and Infiniti factory-installed wheels. No idea is outlandish or out-of-bounds, and participation isn’t only encouraged—it’s expected. Everyone sees the products and processes around them through the lens of their own specific role. These insights and perspectives are enormously valuable to Wheel Craft, as they are to any company seeking continual improvement.
If you’re looking to Arrive in Style wherever the road takes you, visit wheelcraft.com or 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.