Posted: May 9, 2008

From aftermarketNews Staff & Wire Reports

Each week, The Pulse provides insight into the buying, sourcing and brand-loyalty habits of counter personnel and professional technicians. This week, using Babcox Research, we look at the trends for stocking and selling custom wheels.

According to a 2007 Tire Review Dealer Profile survey, more than half of tire dealerships sell custom wheels. The accessories market continues to grow and tire dealerships can tap into this trend through the popular add-ons of custom wheels and rims. Yet, while the tire dealerships surveyed said they have access to about 14 different brands of custom wheels, they typically only stock about four brands. 

Custom wheels, on average, only make up about 10 percent of total dealership sales volume, according to the 2007 Tire Review Dealer Profile.

For more information about Babcox Research, go to: http://www.babcox.com/marketing_research.html.