Wheel Craft applies proprietary, high-end wheel finishes specially designed for luxury-brand original equipment factory-installed wheels (BMW, Lexus, Infiniti, etc.). Its advanced protective properties provide unrivaled durability to protect wheels from brake dust burns, alloy wheel corrosion, car wash chemicals, seasonal street chemicals and salt. The protective coatings come in a variety of high-end finishes that allow consumers to further customize their cars.
We renamed OEX to embody and enhance the emotional impact of owning a luxury vehicle by aligning with the look, feel and perception of the luxury car market and luxury car drivers. Thorough internal and external examination of the company and luxury car market allowed us to capture the underlying value proposition required to inspire, persuade and ultimately motivate luxury car owners to upgrade their vehicles to include Wheel Craft’s wheels.
The shield unites practical and aspirational qualities – it emphasizes protection and durability
while appealing to upscale lifestyles by conceptually symbolizing a family “crest.”
Advanced Wheel Finishes identifies to those unfamiliar with Wheel Craft what the company does.
Arrive in Style visually sets an expectation that the car owner’s experience will be elevated.
…Go for the ride – wherever it may take you.
…Say something – without saying a word
…Arrive – with a story to tell
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