The Wheel Group
The Wheel Group is a US-based, privately held manufacturer and distributor of aftermarket automotive wheels, tires, and accessories sold exclusively through an authorized dealer network across 20 North American distribution centers and 40+ export countries.
- Company typePrivate
- Founded1969
- HeadquartersOntario, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What The Wheel Group does
The Wheel Group Holdings, LLC is a US-based, privately held manufacturer and distributor of aftermarket automotive wheels, tires, and related accessories, headquartered in Ontario, California and operating since 1969. The company markets ten wheel brands (American Truxx, Cali Offroad, Dirty Life, Mayhem, Ion, Ion Trailer, Ridler, Touren, Mazzi, Kraze), two tire brands (AMP Tires, Atlas Tires), and six accessory brands spanning off-road equipment (Body Armor 4x4, Tuff Stuff Overland), decorative and installation hardware (Mr Lugnut, Metal Lugz), and TPMS sensors (Max Sensor). Its products carry a lifetime structural warranty on TWG-manufactured wheels and a 12-month finish warranty on coated finishes, with a separate 60-month structural warranty on the IONBILT line. The Wheel Group distributes through twenty physical centers across the United States and Canada and exports to more than forty countries. The company sells exclusively through an authorized dealer network rather than direct to consumers, with dealers accessing catalogs, ordering, and account management through a dedicated Dealerweb portal; a consumer-facing Wheel Visualizer tool is available on the corporate website. The go-to-market is a two-step channel model in which pricing is set by individual dealers rather than by the manufacturer, and revenue is generated through one-time wholesale transactions on wheels, tires, and accessories. Management is led by CEO David Williams; Philip Young is identified as the founder. The firm is organized as an LLC under US law with no publicly disclosed institutional ownership, parent entity, or headcount beyond the 101-250 employee band.
The Wheel Group firmographics
Firmographics- Name
- The Wheel Group
- Legal name
- The Wheel Group Holdings, LLC
- Website
- https://thewheelgroup.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- The Wheel Group is a US-based, privately held manufacturer and distributor of aftermarket automotive wheels, tires, and accessories sold exclusively through an authorized dealer network across 20 North American distribution centers and 40+ export countries.
- Ownership category
- akta.pro rank
The Wheel Group industry classification
Industry- Product category
- Aftermarket Automotive Wheels and Tires
- NAICS
- Tire and Tube Merchant Wholesalers (42313), Automotive Parts and Accessories Retailers (44133)
- SIC
- Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF)
- akta.pro secondary industries
- Tires, wheels & related supplies distribution (CRAOANAD), Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH), Tires, Wheels & Retread Supply Distribution (TLAKAOAD)
Keywords
Where The Wheel Group is headquartered
LocationHeadquarters
- HQ city
- Ontario
- HQ country
- United States
- HQ region
- North America
Offices15 records
Markets served
The Wheel Group business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Wheel Sales: The Wheel Group manufactures and distributes automotive wheels through authorized dealers. The company offers nine wheel brands including American Truxx, Cali Offroad, Dirty Life, Mayhem, Ion, Ion Trailer, Ridler, Touren, Mazzi, and Kraze.
- Tire Sales: Distribution of tires including AMP Tires and Atlas Tires brands through the dealer network.
- Accessories Sales: Sales of wheel accessories including lug nuts, wheel studs, wheel spacers, adapters, simulators, valve stems, wheel weights, and other related products under brands Mr Lugnut, Metal Lugz, and others.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | Dealer-direct pricing model |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
The Wheel Group product offering
Product offeringCore offering
The Wheel Group manufactures and distributes aftermarket automotive wheels, tires, and vehicle accessories through an authorized dealer network. The portfolio spans 10 wheel brands (American Truxx, Cali Offroad, Dirty Life, Mayhem, Ion, Ion Trailer, Ridler, Touren, Mazzi, Kraze), 2 tire brands (AMP Tires, Atlas Tires), and multiple accessory brands including Body Armor 4x4, Mr Lugnut, Metal Lugz, Tuff Stuff Overland, RHI Automotive, and Max Sensor TPMS.
Product overview
The Wheel Group (TWG) is a premier manufacturer and distributor of automotive wheels, tires, and vehicle accessories. Established in 1969 and headquartered in Ontario, CA, the company operates 20 North American distribution centers and exports to over 40 countries. TWG's portfolio includes 10 wheel brands (American Truxx, Cali Offroad, Dirty Life, Mayhem, Ion, Ion Trailer, Ridler, Touren, Mazzi, and Kraze), 2 tire brands (AMP Tires and Atlas Tires), and 6 accessory brands (Body Armor 4X4, RHI Automotive, Mr Lugnut, Metal Lugz, Tuff Stuff Overland, and Max Sensor). The company distributes through authorized dealers and offers a dealer portal (DealerWeb) and wheel visualizer tool. The product portfolio is organized into three main categories: wheels (offering various finishes and styles for passenger, truck, and SUV applications), tires (including all-terrain, mud-terrain, and rugged terrain options), and accessories (including lug nuts, wheel studs, spacers, adapters, simulators, tools, valve stems, wheel weights, and TPMS sensors).
Differentiator
Problem solved
Functional benefit
Brands
- AMERICAN TRUXX: Wheel brand
- CALI Offroad
- DIRTY LIFE
- MAYHEM
- ION
- RIDLER
- TOUREN
- MAZZI
- KRAZE
- AMP Tires
- ATLAS Tires
- MR LUGNUT
- METAL LUGZ
- BODY ARMOR 4X4
- TUFF STUFF OVERLAND
- RHI AUTOMOTIVE
Products and services
- American Truxx Wheels Aftermarket wheel brand offered through The Wheel Group's authorized dealer network for truck and SUV applications.
- Cali Offroad Wheels Off-road wheel brand offering wheels designed for trucks and SUVs, distributed through authorized dealers.
- Dirty Life Wheels Wheel brand designed for off-road and rugged terrain use, distributed via The Wheel Group dealer network.
- Mayhem Wheels Performance wheel brand offering aggressive-styling wheels distributed through The Wheel Group dealer network.
- Ion Wheels Wheel brand offering wheels for a range of vehicle applications, distributed through authorized dealers.
- Ion Trailer Wheels Trailer-specific wheel brand for utility and cargo trailer applications within the Ion family.
- Ridler Wheels Classic-style wheel brand featuring vintage designs distributed via The Wheel Group dealer network.
- Touren Wheels Wheel brand offering touring-style wheels for passenger vehicles, distributed through authorized dealers.
- Mazzi Wheels Aftermarket wheel brand offering stylish designs for various vehicles, distributed through authorized dealers.
- Kraze Wheels Wheel brand offering contemporary wheel designs, distributed through The Wheel Group dealer network.
- AMP Tires Off-road and all-terrain tire brand including Terrain Attack and Terrain Pro product lines, distributed through The Wheel Group dealer network.
- Atlas Tires Tire brand featuring Priva R/T rugged terrain tires with 3PMSF certification, distributed through The Wheel Group dealer network.
- Mr Lugnut Accessories Wheel accessory line including lug nuts, wheel studs, lug bolts, wheel spacers, adapters, and related installation hardware.
- Metal Lugz Accessories Decorative lug nuts, spike lugs, and custom wheel hardware with advanced rust-inhibiting finishes.
- Body Armor 4x4 Accessories Off-road vehicle accessories brand for 4x4 vehicles, distributed through The Wheel Group's authorized dealer network.
- RHI Automotive Accessories Automotive accessory brand distributed through The Wheel Group's dealer network.
- Tuff Stuff Overland Accessories Overland and off-road adventure accessories brand distributed through The Wheel Group dealer network.
- Max Sensor TPMS TPMS (Tire Pressure Monitoring System) sensors and related products featured in The Wheel Group's product lineup.
Quantifiable outcome
- Lifetime structural warranty on wheels to original retail purchaser
- +1 more outcomes
Companies that use The Wheel Group
Customer profileSegments3 records
Ideal customer profiles2 records
The Wheel Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Wheel Group partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Body Armor 4x4coreBody Armor 4x4 is a four-wheel accessory brand included in The Wheel Group's portfolio. The brand is featured in the Body Armor catalog and integrated into the company's product offerings.
- RHI AutomotivecoreRHI Automotive is a vehicle accessory brand distributed through The Wheel Group. They are an external company whose products are distributed via The Wheel Group's dealer network.
- Tuff Stuff OverlandcoreTuff Stuff Overland is an off-road accessory brand featured in The Wheel Group's catalog. Their products are distributed through The Wheel Group's dealer network.
- Max SensorminorMax Sensor is a TPMS (Tire Pressure Monitoring System) product brand featured in The Wheel Group's product lineup under the TPMS category.
- Kraze WheelscoreKraze Wheels is one of nine wheel brands in The Wheel Group's portfolio, distributed exclusively through their authorized dealer network.
- Mazzi WheelscoreMazzi Wheels is one of nine wheel brands in The Wheel Group's portfolio, distributed exclusively through their authorized dealer network.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
The Wheel Group competitors and assessment
Company assessmentDirect peers
- Wheel Pros: Wheel Pros is a leading multi-brand aftermarket wheel and tire company (Fuel Off-Road, Niche, Black Rhino, etc.) that mirrors The Wheel Group's house-of-brands strategy, dealer channel model, and North American distribution focus.
- MHT Luxury Wheels: MHT manufactures and distributes multiple aftermarket wheel brands including Fuel Off-Road and is a direct competitor in the branded aftermarket wheel category with overlapping off-road and performance segments.
- Method Race Wheels: Method Race Wheels designs and distributes off-road and performance aftermarket wheels, competing head-to-head with TWG brands like Dirty Life, Cali Offroad, and Mayhem for dealer shelf space.
- KMC Wheels: KMC Wheels (including XD Series) is an aftermarket wheel manufacturer with strong presence in off-road, truck, and SUV categories, directly competing with TWG's American Truxx and Mayhem brands.
- Raceline Wheels: Raceline designs and distributes aftermarket wheels and beadlock products for off-road and motorsport applications, overlapping with TWG's off-road and trailer wheel portfolio.
- Mickey Thompson Tires & Wheels: Mickey Thompson manufactures off-road tires and wheels sold through specialty dealers, directly competing with AMP Tires, Atlas Tires, and TWG's off-road wheel brands.
- HRE Performance Wheels: HRE designs and manufactures premium forged aftermarket wheels for performance and luxury vehicles, competing with TWG's higher-end wheel brands at the premium end of the market.
- TSW Wheels: TSW designs and distributes aftermarket wheels for performance and luxury applications, competing with TWG's Touren and Ridler brands in the passenger and touring segments.
- Dick Cepek Tires & Wheels: Dick Cepek offers off-road and all-terrain tires and wheels through specialty dealers, overlapping with AMP Tires, Atlas Tires, and TWG's off-road wheel portfolio.
Broad incumbents
- Rough Country: Rough Country is a broader off-road aftermarket brand offering suspension, wheels, tires, and accessories through dealers, partially overlapping with TWG's off-road wheel and accessory portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Wheel Group social profiles
Digital presenceThe Wheel Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Wheel Group leadership team
Management profileNumber of profiles
Profiles2 records
The Wheel Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Wheel Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Wheel Group
What does The Wheel Group do?
The Wheel Group manufactures and distributes aftermarket automotive wheels, tires, and vehicle accessories through an authorized dealer network. The portfolio spans 10 wheel brands (American Truxx, Cali Offroad, Dirty Life, Mayhem, Ion, Ion Trailer, Ridler, Touren, Mazzi, Kraze), 2 tire brands (AMP Tires, Atlas Tires), and multiple accessory brands including Body Armor 4x4, Mr Lugnut, Metal Lugz, Tuff Stuff Overland, RHI Automotive, and Max Sensor TPMS.
Is The Wheel Group a public or private company?
The Wheel Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Wheel Group founded?
The Wheel Group was founded in 1969. It employs 101 to 250 people.
Where is The Wheel Group based?
The Wheel Group is headquartered in Ontario, United States, in the North America region.
How does The Wheel Group make money?
Three revenue lines are on record. Wheel Sales are the primary driver. The others are tire Sales and accessories Sales.
Who are The Wheel Group's main competitors?
Direct peers on record are Wheel Pros, MHT Luxury Wheels, Method Race Wheels, KMC Wheels, Raceline Wheels, Mickey Thompson Tires & Wheels, HRE Performance Wheels, TSW Wheels and Dick Cepek Tires & Wheels. Rough Country is listed as a broad incumbent.
Does The Wheel Group have an API?
No public API is recorded for The Wheel Group.
What industry is The Wheel Group in?
The Wheel Group's product category is Aftermarket Automotive Wheels and Tires. Its primary akta.pro industry code is IMACANAF, Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors), with a secondary code of CRAOANAD, Tires, wheels & related supplies distribution. Its NAICS code is 42313 and its SIC code is 3714.