CONSUMERS : Tired of Your Car? Make a Wheel Change : Trends: Alloy wheels will update your old car’s appearance. But while looks are important, safety should be the paramount consideration.
If you’ve decided your 1991 budget simply can’t handle a new car, you may be thinking of ways to improve the looks of your old one.
The most popular solution, auto experts say, is wheels: a set of shiny new alloy ones to set your car apart from others of the same make and update its appearance. They’re pricey--ranging anywhere from $200 to $900 per wheel, without tires--but cheaper than a new car.
There are, however, some things to look out for in choosing after-market wheels. Beauty certainly is a consideration for the style-conscious consumer, but what you see may not necessarily be good for your car, or, in some cases, your safety.
Stacey Novak, a saleswoman at Acura 101 West in Calabasas, recently put a set of new alloy wheels on her car because she “wanted to change the look and handling” of it. “There are a lot of 1987 red (Honda) Preludes on the road. Mine just came with hubcaps. I also wanted wider wheels because I knew that they handle better, corner better and hug the road better. But now the car turns a lot sharper.”
Novak knows more about wheels than the average motorist because she’s knowledgeable about cars and many of her customers inquire about after-market wheels. “About 20% of the people want them. The whole package--wheels and tires--makes a difference, though. People have to be careful when they buy after-market wheels.”
As car manufacturers design more sophisticated automobiles, wheels get more complicated, too.
“If you put the wrong type of wheel on your car, it can mess up the handling or braking,” said Douglas Speer, director of marketing for BBS of America, distributors for the German wheel manufacturer. He explained that performance wheels determine handling and braking efficiency of the car, increase the amount of tire tread on the pavement and dissipate heat from the brakes.
American car buyers have been replacing their hubcaps for custom wheels since the 1950s, but the trend toward alloy wheels accelerated greatly during the 1980s, manufacturers say. But the after-market wheel industry here is still geared toward cosmetics, not necessarily performance.
“Unfortunately, a lot of people do buy after-market wheels based solely on appearance, with very little concern about the quality or technical aspects of the wheel itself,” said Speer.
“There’s very little concern (among the public) about quality or technical aspects of wheels. They are often thought of as relatively passive components of a car. And they’re certainly not. The choice of after-market wheels can have a significant effect on driving safety, mechanical wear and overall performance.”
BBS, which began producing high-performance wheels for professional race cars in 1970, translated its track knowledge into similar wheels for everyday sedans and sports cars, and in 1974 introduced its first one-piece, light-alloy production wheel for street use. Its after-market wheels are now among the most popular with American consumers.
“Wheels must be correct in a mechanical sense for the steering geometry of the car,” advised Philip Moore, general manager of the Miami-based MOMO, USA, the North American arm of the Italian wheel manufacturer, another popular brand.
“Consumers should deal with a dealer who understands the wheels to make sure they get the correct application for the tire. What looks great might be totally incorrect for the car,” he said.
Rick Brennan, marketing manager of the high-performance tire division of Bridgestone Tire in Nashville agreed: “If consumers are looking for new tires or a tire-wheel package, it is important to do a little investigating of what is out there. They shouldn’t just go in cold turkey. They should think about what they like about their car and what they don’t like. Do they want it to corner better or do they want more ride comfort?”
“The benefits of the light alloy wheels are definitely there,” said Moore, “but the average motorist wouldn’t realize it. The after-market wheel business is more of a fashion or cosmetic craze. Since 1983, our sales have increased 600%, but it’s cosmetics.”
Moore attributes industry growth to that fact that “America is a car-conscious country. California is the No. 1 marketplace for after-market wheels. They make a certain statement of self, of personality. Your next-door neighbor might have the same black Taurus as yours, but the wheels will totally transform the appearance of your car. It’s a personal statement.”
