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Keystone Automotive Operations Adds TSW Alloy Wheels

A manufacturer of high-performance alloy wheels, TSW has been a respected name among enthusiasts and industry professionals since its founding in 1967.

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Keystone Automotive Operations has added TSW Alloy Wheels to its wheel and tire category. A manufacturer of high-performance alloy wheels, TSW has been a respected name among enthusiasts and industry professionals since its founding in 1967. As one of the oldest aftermarket alloy wheel companies in the world, the company has spent decades building and refining its product catalog that now encompasses 10 unique brands and the widest array of staggered wheel applications.

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TSW offers staggered wheels in sizes from 17-inches through 22-inches, with many carrying three different widths to provide a variety of fitment options. In addition, TSW provides an array of finish options, including chrome, titanium silver, metallic gunmetal, gloss or matte black and brushed bronze.

“We try to do more than just design good-looking wheels,” the company’s mission statement reads. “We believe that wheels are safety critical products and that they should be engineered to carry the weight of the vehicles that ride on them. We believe that they should fit the vehicle perfectly and that half a millimeter does make a difference. We believe that quality matters. We don’t like to compromise because sometimes there is no room for error.”

Born on the Track

TSW’s commitment to exceptional quality and innovative manufacturing stems from its history with motorsports: The company was founded by former Formula One racing driver Eddie Keizan, using prize money earned on the track. Since then, TSW has remained deeply involved in a variety of motorsports, from 24hours of Le Mans and Touring Cars to Formula One and World Challenge racing, even becoming the official wheel of the Indy 500. In fact, many TSW wheels are named after world-renowned racing venues, such as the Nurburgring and Hockenheim Alloy Wheel Series.

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“Although racing has very different demands on our products than street use, it has given us the opportunity to learn and to improve the product that customers would use on their street cars,” explains the company. TSW employs cutting-edge technological processes and rigorous testing to engineer products that not only display unique and stylish designs, but also exceptional quality that often exceeds industry standards.

Since 2011, the company has used a highly-advanced production technique called rotary forging to produce a lightweight and affordable custom alloy rim that is as strong as a cast wheel. During this process, the rim of the wheel is forged at high pressure while the wheel spins at high speed, altering the molecular structure of the aluminum alloy and enhancing its strength. Most importantly, weight saving is concentrated in the outer rim of the wheel, dramatically reducing rotational mass and enhancing vehicle performance. This translates to a smoother and better-handling ride for customers, according to the company.

A Keystone of Success

TSW’s pioneering energy in design, engineering, and manufacturing has afforded it incredible growth over the last two decades, solidifying an enormous product line with international appeal. The exciting business opportunities afforded through a partnership with Keystone will allow TSW’s family of brands to experience even greater success within the aftermarket, reaching new customers through the distributor’s vast network of retail outlets and strategic marketing initiatives.

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“TSW has a design for every taste, from the traditional off-road wheels of Level 8 Motorsports to the Coventry series designed for Jaguar,” said Dan Guyer, category manager. “We decided to kickstart our inventory exclusively with their Black Rhino designs, which present unique off-road styling for our customers, like military-inspired styling for a Jeep or more ‘soft off-roading’ options for a CUV as well.”

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