Wheels and Tires: New Players and New Trends

Exterior mods are a fun and easy way to jazz up your ride’s curb appeal and express your individual taste. And the number one upgrade consumers turn to? Wheels and tires.

Wheel manufacturers in particular have enormous application guides filled with different styles, diameters, widths, and offsets at various price points for any shopper. More than an aggressive tread or intricate design pattern though, the wheel and tire industry is a business—a big one. And, as Keystone Category Manager Dan Guyer tells us, technological advancements in one have grown the other (and vice versa).

The winner? You.

Just take a look at these numbers.

According to the 2018 SEMA Market Report, “The performance and special-purpose tires segment is now a $2.35 billion market, having dipped and then incrementally climbed again from its high of $2.51 billion in 2014 (due to the recession). In fact, a full 60% of tire manufacturers surveyed by SEMA’s market research department reported growth in 2017.”

LT Market Leading the Way

The light-truck market continues to fuel the wheel and tire sector of the aftermarket, where three prominent tire offerings reign supreme: highway terrain (H/T) for on-road driving; all-terrain (A/T) for on- and off-road driving; and mud-terrain (M/T) for off-road driving.

Additionally, as SEMA point out, “For those drivers who don’t want to give up ride and comfort on-road with an M/T tire, but still want to go off-road more often, a new category has emerged in the last year between the A/T and the M/T: the rugged-terrain or R/T tire. Some tire manufacturers refer to their R/T tire as an X/T, for extra-terrain.”

Got all that? Good.

In years past, a dependable A/T was the go-to for many truck owners who saw some but admittedly little off-road use. However, recent data points to an increase in off-road driving habits, subsequently boosting the number of M/T tire offerings available in the aftermarket. One such product making an impression is Mickey Thompson’s Baja Boss release—now shipping.

Baja Boss

Online forums are buzzing about the design and performance of the new Baja Boss. Aggressive styling meets serious trail performance in an ultra-premium Extreme Mud Terrain tire that features deep, wide voids and the company’s PowerPly XD 3-ply sidewall construction for maximum traction in hostile environments.

“We’re pleased to unleash the Baja Boss for the most demanding off-road applications,” said Ken Warner, Vice President of Marketing – Mickey Thompson Tires & Wheels. “With additional sizes for today’s leveled and lifted truck applications, the Baja Boss is an aggressive, high-impact tire that definitely ups the cool factor of any 4×4,” he adds.

The Baja Boss will be available in 18 high load-carrying capacity sizes from 17 to 24 inches for a variety of light truck and SUV models—with 18 additional sizes coming later. A soft-asymmetrical tread pattern design gives the Baja Boss the look and feel of an off-road beast. Meanwhile, PowerPly XD technology improves handling and puncture resistance and enhances sidewall durability, while the large four-pitch Sidebiters® pattern provides additional off-road traction.

FURY Off-Road

As we already said here, FURY Off-Road is a young brand among off-road manufacturers. But the splash it’s made has created a massive ripple in the industry. With a finger on the pulse of off-road competition, FURY offers an exceptionally broad selection—all backed by a competitive four-year manufacturer’s warranty—with tread designs that marry rugged capability and on-road comfort.

And when we say broad, we mean massive.

“This company is set apart by unique sizes that push the boundaries, allowing bigger wheels on smaller lifts, such as the 33/14.50-24,” says Guyer. In fact, in November 2018, FURY Off-Road was proud to announce it would be the first manufacturer to make an M/T tire for a 30” wheel.

Tire Stickers

Tires alone aren’t the only thing grabbing attention in the category, though.

Born from a desire to mimic the high-end vehicle customization seen in racing and motorsports, Tire Stickers has grown into the only global manufacturer of custom tire branding solutions. Featuring an innovative and patented product lineup, Tire Stickers offers an array of short-term and permanent lettering applications for both personal and commercial use.

Tire Stickers has full licensing for almost every tire brand and automotive manufacturer on the market today. And not only are its products are used exclusively on racing vehicles and promotional builds by these leading companies, but you can also find industry celebrities like West Coast Customs, Ken Block, Gas Monkey Garage, and Kindig It using them too. Through such relationships, Tire Stickers has been able to revolutionize the way that brands are represented in the automotive industry and then bring that level of customization to the everyday consumer.

Another Look at Those Numbers…

We already established that advancements in the tire industry have grown the wheel industry and vice versa. As such, the wheel market has swelled from $1.02 billion in 2014 to a new high of $1.26 billion in 2017. “Again, that upswing has been principally driven by wheel sales for pickup applications (34%), although mid-range vehicles and sports-car sales also account for 17% and 11% of sales respectively,” states the SEMA report.

As for 2019 wheel trends: Guyer says that new technology has allowed for bigger cast wheels at a price point much lower than forged, with flow-form cast wheels being very prevalent in today’s market. Top sales remain 20s, 18s, and 17s, but 24” is quickly becoming the new standard, with 26” emerging as a front-runner as well. Not long ago, that was forged-only territory.

“The price point of the 22 in comparison to the 18 isn’t as high anymore—not like it was four years ago,” says Guyer. What was once a luxury is now a viable financial option for enthusiasts. (Not to mention, a great upselling opportunity for automotive retailers and restylers, too.)

Pick Your Poison

Regardless of your size choice, there are finishes galore to match. “Chrome will never die, but we have even more options—machined, tinted machined, gloss, black, bronze, anthracite, etc.,” comments Guyer. Ultimately, the consumer wins with choices, choices, choices.

Fab Fours

The aftermarket wheel industry wants to capitalize on such a broad landscape, tirelessly awaiting that one breakout design among enthusiasts like the Rockstar accomplished years ago.

“In the wheel business, it is all about fashion,” says Greg Higgs, CEO of Fab Fours. “We’re seeing new designs monthly from major wheel companies—there are a lot of options for enthusiasts. As a consumer, you’re saying ‘Yes, that’s the wheel for me!’ but here’s the kicker. Each one of those wheels has so many diameters times how many widths and how many offsets and how many wheel patterns. The problem is for that one design, you, as a business owner, need to have about 35 part numbers multiplied by how many wheels. Do the math on that. The wheel a customer wants is not in stock, that’s the punch line. It’s always the punch line,” laughs Higgs.

And if it’s not in stock with the manufacturer or the local wheel and tire shop, then it’s one less design that an enthusiast can get his or her hands on….

“For most wheel companies, the biggest fear is obsolete inventory, right? So, in their eyes, it’s better to run low or run out than be left with a lot of product (since designs are changing so often),” he added.

“Our creative solution to that problem is one single wheel mold, with a choice of various ring systems to give a unique identity to that same wheel. I think we’re in a great position to do that because we don’t self-identify as a traditional wheel company (and, therefore, are not bound by traditional practices),” says Higgs, who plans to keep up with ever-changing consumer tastes by launching new ring designs each quarter.

GRID Off-Road

Another brand making an impact on the wheel scene is GRID Off-Road. Recently, the company entered into an exclusive distribution agreement with Keystone Automotive, the leading and largest wholesale distributor of aftermarket parts and equipment.

“GRID designs, manufactures, and markets some of the most desirable aftermarket wheels according to the industry’s highest standards. This is a trend-setting line that’s exclusive to our network of customers—a great brand with unique styles and finishes that’s now all theirs because of this partnership,” explains Guyer, who raves about the fit and finish of these wheels.

“There’s such range, from a G4 that’s straightforward with a clean-looking 5-spoke design, to the more intricate milling of a GD9. GRID’s development of the new GD11s, 12s, and 13s were a joint effort with us to select sizes, finishes, and inventory,” he says. “And GRID is pushing into bigger, more aggressive offsets as well, like 20-x10 with a -44, 22×12 or 24×14 that are off-the-charts gorgeous. The new lip on the GD1 is bigger than my hands! And they’re directional, but the wheel itself isn’t. The inserts can be switched out for a new look or come off so you can rotate the tires. There’s a lot of be excited about with this line of products—their designs stress a lot of individuality and versatility,” adds Guyer.

VMS True Spike Lug Nuts

And like the Tire Stickers boom, the wheel craze doesn’t stop at wheels alone, oh no.

According to the 2018 SEMA Young Accessorizers Report, wheels are the single most common type of modification among 16- to 24-year-olds in the United States. And among all age brackets, the segment continues to grow and evolve as a standard performance upgrade. VMS True Spike Lug Nuts capitalize on this popularity, by offering additional design and personalization of an already eye-catching part of the vehicle.

Currently available in 11 different designs with 13 different finishes, as well as three diameter sizes and five main lengths, True Spike Lug Nuts present consumers with an exceptionally varied product line. VMS ensures the highest quality, manufacturing the lower part of the lug nut assembly from powder-coated forged steel and the cap design from anodized billet aluminum. All styles can be torqued to factory specifications and beyond, without fear of stripping, and the aluminum cap remains scratch-free, as it installs onto the lug base, avoiding contact with the socket.

Wheel Skinz, Huh?

Like Tire Stickers and True Spike, Coast to Coast is carving out a little niche for itself in this market as well.

Previously, we reported, “Most SUV and CUV models are quite utilitarian in nature; they’re workhorses, hauling the troops to daily obligations and towing some toys on the weekend. Although these vehicle owners certainly want their rides to look fresh, functionality typically edges out a fashion statement. That is until the launch of Coast to Coast International’s Imposter Series Wheel Skins, which offer a cost-effective appearance upgrade minus the investment of thousands in high-end aftermarket wheels.”

Essentially, wheel skins are aftermarket clads (wheels liners) that are constructed of durable automotive-grade ABS – designed and manufactured to simulate and overlay stock OE wheels. Take them out of the box and install in literally seconds. More than 100+ part numbers in chrome or gloss black (depending upon the application) are available. “Impostor wheel skins provide the easiest and most cost-effective way to upgrade the trim level appearance of a vehicle. And they look like an OEM product once installed,” said Kurt Kruse, Marketing Director.

So, you see, the demand for wheels and tires has not only rebounded from a harsh Great Recession—it’s thriving. Traditional manufacturers are able to co-benefit from advancements, while complementary accessories like Tire Stickers and True Spike are able to edge into the market as well, offering even more options to personalize that ride.