Wheel Pros, provider of aftermarket vehicle enhancements, announced it is rebranding to Hoonigan (collectively, the “Company”), effective immediately. The new name embraces the spirit of automotive culture and signifies the Company’s dedication to expanding its impact and fostering passion in the industry, according to Wheel Pros.
As Hoonigan, the Company said it aims to connect with a broader audience of automotive enthusiasts, acknowledging that the industry’s landscape has evolved since its inception. Hoonigan was originally the brainchild of Ken Block, a visionary and pioneer in the racing world. As Hoonigan, the Company intends to honor and build upon Block’s important legacy of leading a trailblazing community driven by a passion for motorsports and the enthusiast community.
Hoonigan’s said its new vision statement is: “We provide the passion that keeps dreams in motion” – which signifies a worldwide initiative to bring enhancements to a broad range of consumers, from track enthusiasts to offroad adventurers, as well as the casual commuter and everything in between.
“We are thrilled to embark on this exciting journey as Hoonigan,” said Randy White, CEO of Hoonigan. “This rebranding represents our commitment to not only embracing the rich heritage of automotive culture, but also expanding our horizons to welcome a growing community of enthusiasts. We look forward to creating meaningful connections, supporting creativity, and pushing the boundaries of what is possible in the automotive industry.”
The Wheel Pros name will remain within the Hoonigan brand family as the Company’s wholesaler channel and will continue to serve the Company’s retailers and dealers. The Company’s subsidiary brands, including throtl and 4 Wheel Parts, will maintain their ongoing operations within their established e-commerce and retail sales channels, preserving the continuity of their services.
