How Intuitive Bias Impacts Car and Custom Wheel Finish Buying Processes

Picture this: You’re driving along California’s famed Pacific Coast Highway on a crisp sunny afternoon in a high-performance Lexus, BMW or Infiniti vehicle. Your cashmere sweater is draped wistfully around your neck, your Wayfarer shades ooze cool, Cal Tjader’s Latin Quartet sets a mellow vibe on the stereo and the salty breeze cascades effortlessly through your flowing locks.

Most impressive, though, are the sleek and beautiful wheels that propel you along your journey. Yes, you look fabulous; but those wheels…

When you wake from your dream (sorry), you can’t shake this vision, so you head over to the local Lexus, BMW or Infiniti dealer and proclaim that you’re in a buying frame of mind. But wait—the wheels you see on showroom floor vehicles and those out on the lot…they’re not quite the same. Somehow, some way, they’re just, different…

What you, friend, are experiencing is the clash of intuitive bias and harsh reality. Generally speaking, intuitive bias is a preconceived notion of expectations relative to something specific—be it a product, service, taste, smell…whatever. In this case, you dreamt of gleaming, wonderful wheels and the effect they had on your psyche; but when you saw real vehicles up front and close in real showrooms – particularly base models – those wheels didn’t match up with expectations. They were, after all, base model wheels—functional certainly, but nothing that will have you Arriving in Style.

Wheels are the first things that most people see on cars and SUVs. Studies back that up, so if you’re going to invest in a finely designed and engineered vehicle, you deserve wheels that look like a dream, no matter where the road takes you. And whether the wheels of your dreams appear in your dreams or in the pixels that display ads on your television set, we at Wheel Craft believe you should embrace your intuitive bias and demand nothing less than the most gorgeous, highly durable and forever memorable wheel finish available on the market.

Lucky for you, Wheel Craft delivers. Whether you choose a base model with base wheels or a top-of-the-line model with all the bells and whistles, we can apply the custom PVD Chrome^™ wheel finish of your choice to exceed even your most demanding intuitive biases. Certainly, our proprietary, next-gen finishes are gorgeous in appearance and texture; but their advanced protective properties offer unrivaled durability to ensure beauty and performance for years to come. They’re also quick and easy to acquire through a seamless, hassle-free process, and we offer a 5-year limited warranty for all wheels installed at an authorized automotive partner.

So the next time you envision yourself zipping along one of America’s great byways, or you’re just running errands, or even you’re sitting at home crunching popcorn and watching the tube – give your intuitive bias a knowing wink and find comfort that, at least as far as your wheels are concerned, our proud company will ensure that expectations and reality align perfectly.

We hope this blog helps shows how intuitive bias can help you attain the world’s finest custom wheel finishes. If you’re looking to Arrive in Style wherever the road takes you, 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.