November 01, 2011
Hot wheels, cool tires
The market for UHP tires packaged with custom wheels evolves as OEMs offer more high-performance packages
By: Bob Bissler
There are two kinds of people who buy high-performance wheels and tires. One is looking to improve the appearance of their vehicle, or to customize it so they can stand out in a crowd. The other is doing something that will enhance the performance of the vehicle.
“To upgrade appearance, a lot of people will choose more aggressive looking tires and sportier looking wheels,” says John Rastetter, director of tire information services, The Tire Rack. “Wheels are very much a fashion and a function market. Lighter-weight wheels can enhance a vehicle’s performance because it doesn’t take as much energy to make them go, make them stop or hold the road around a corner.”
Rastetter says that for people who want to enhance vehicle performance, the wheel itself in many cases is the first determining factor. Then they’ll add the tire to the package. If their vehicle came with a passenger or a touring tire as original equipment, going to a high-performance or ultra-high performance (UHP) tire can take them to a new level of responsiveness, cornering and stability. That makes the car more fun to drive. And this market is about fun.
“Cars are so much better today than they were last year or the year before,” says Greg Hathcock, president of Vogue Tyre. “Car manufacturers have done such a phenomenal job of building a great product; cars that are fun to drive, responsive and efficient. UHP tires really just accentuate all the great benefits of these new cars.”
As OEMs improve product offerings, many are getting in on the UHP tire/custom wheel act.
“From our perspective, the market is leveling off,” says Rastetter. “That’s partially because so many manufacturers are offering more options as original equipment. Today, if you buy a version of a vehicle that’s got a sport package or a performance package, the wheels and tires tend to be a very important part of that. A vehicle might come with a 17-, 18- or a 19-inch wheel and tire rim diameter that is used as part of a sport package. Camaros will go up to 20-inches from the factory as part of their performance packages.” These more extreme performance packages appeal to a more extreme group of consumers. In addition to enjoying driving their cars on public streets, they will participate in autocross competitions or high-performance driver’s education events held at racetracks. Many belong to car clubs.
For these consumers, the wheels and tires help the vehicle maximize what its engine, suspension and brakes can do. For the aftermarket, if a car comes with 20-inch wheels, the consumer is less likely to want to further enhance them. Just a few short years ago, that same car might have come with 16- or 17-inch wheels.
“That is affecting our business,” says Rastetter. “We’re in the tire and wheel business. While many people will buy one set of aftermarket wheels for their car, throughout the life of the vehicle they’ll be buying several sets of tires.”
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