Platinum Equity
Mergers. Acquisitions. Operations.

Mergers. Acquisitions. Operations.

Our Portfolio

Wheel Pros

Distribution · Private Transaction · Acquired in April 2008

Branded custom wheels, performance tires, and related accessories for cars, SUVs, and light trucks.

Platinum Equity Portfolio Company Wheel Pros turning wheel.

KEY FACTS

  • Produces and distributes the largest variety of aftermarket high-performance automotive wheels in North America
  • Serves 25,000 customers in 30 countries across six continents
  • Brands include American Racing, Dropstars, Motegi, and Twenty Inches Strong
  • Distributed through 20 sales offices worldwide and sold through national retail chains as well as independent local shops

INITIATIVES

  • In 2008 integrated American Racing and Boyd Coddington Specialty Wheels into Wheel Pros
  • In 2009 launched new marketing programs that include partnerships with NASCAR and Amazon.com
  • In 2010 marketed a total of 48 new wheel styles

NEWS

updated 4/11
“Under Platinum, Wheel Pros customers have access to a larger distribution network, and many more product choices that represent the best, most desirable brands in the industry.” —Randy White, CEO, WHEEL PROS
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