Atlanta Wheels & Accessories

What Atlanta Wheels & Accessories does

Atlanta Wheels & Accessories (legal entity ARR Enterprises Inc, headquartered in Marietta, Georgia) is a wholesale distributor of custom wheels, tires, and aftermarket accessories operating exclusively through an authorized dealer/installer network in the United States. The company was founded in 1984 as a family-owned business and is now in its third generation of ownership. It serves as the exclusive or primary distributor for a portfolio of proprietary wheel brands — Torque, Fittipaldi, Pinnacle, 2Crave, and Ultra — offering wheel SKUs primarily in the 20" to 24" size range across various finishes, alongside an unspecified range of tires and accessories.

The business does not sell directly to consumers; buyers must be approved through a formal dealer application that requires business licensing, sales-and-use tax certificates, trade references, bank references, and exclusion of home-based businesses. Approved dealers transact through a B2B portal (b2b.atlantawheels.com) powered by the Tireweb commerce platform, with account options including COD, Company Check, Company Credit Card, and Net 30 terms. Technology stack is intentionally lean and third-party: payment processing via FreedomPay and Authorize.net, Google Analytics for web measurement, and Google Maps Platform APIs for the public dealer-locator. There are no proprietary AI/ML systems disclosed.

Revenue is generated through wholesale hardware sales to authorized retailers/installers — predominantly SMB tire shops, wheel retailers, off-road specialty shops, and automotive customization shops. Headcount is 11-50 employees, there is no disclosed institutional capital, no external funding history, and no M&A activity in the provided data.

Name

Atlanta Wheels & Accessories

Legal name

ARR Enterprises Inc dba Atlanta Wheels & Accessories

Website

https://atlantawheels.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Atlanta Wheels & Accessories is a Marietta, Georgia-based, third-generation family-owned wholesale distributor of custom wheels, tires, and aftermarket accessories sold exclusively through an authorized dealer/installer network in the United States.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Wholesale Distribution

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tires, wheels & related supplies distribution (CRAOANAD)

Keywords

• Custom wheel distribution
• Tire wholesale distribution
• Aftermarket accessories
• Automotive wheel supplier
• Dealer distribution network

Headquarters

HQ city

Marietta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure

Revenue model

1. Wholesale Distribution of Wheels, Tires, and Accessories: The company generates revenue by selling custom wheels, tires, and aftermarket accessories at wholesale prices exclusively to authorized dealer/installers. Products are distributed through a network of approved retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Atlanta Wheels & Accessories is an independent wholesale distributor of custom wheels, tires, and aftermarket automotive accessories. It sells branded wheel products (Torque, Fittipaldi, Pinnacle, 2Crave, Ultra) exclusively to authorized retailer/installer dealers, not directly to consumers.

Product overview

Atlanta Wheels & Accessories operates as a premier independent wholesale distributor of custom wheels, tires, and aftermarket accessories exclusively for authorized retailer/installers. The company does not sell directly to consumers. Their portfolio centers on distributing multiple branded wheel products including Torque Wheels (truck-focused with models TW403, TW405C, TW118R, TW459R, TW409C), Fittipaldi Wheels, Pinnacle Wheels, 2Crave Wheels, and Ultra Wheels. The business model is built around a B2B dealer portal (powered by Tireweb) where authorized retailers can access wholesale pricing, place orders, and manage accounts. The company also provides a dealer account application system supporting various payment terms including COD, Company Check, Credit Card, and Net 30.

Differentiator

Problem solved

Functional benefit

Products and services

• Torque Wheels Premium truck wheel brand distributed by Atlanta Wheels, featuring models TW403 Impact, TW405C Pulse, TW118R Velocity, TW459R MAKO, and TW409C Elite. Offers wheels in sizes ranging from 20" to 24" with finishes including Gloss Black and Satin Black. Sold to authorized dealers.
• Fittipaldi Wheels Premium custom wheel brand for trucks distributed through Atlanta Wheels' authorized dealer network.
• Pinnacle Wheels Featured wheel brand offering custom wheels for cars through the Atlanta Wheels distribution network.
• 2Crave Wheels Custom wheel brand for the automotive aftermarket distributed by Atlanta Wheels to authorized dealers.
• Ultra Wheels Truck wheel brand offering wheels for light trucks and commercial vehicles, distributed through Atlanta Wheels.
• Dealer B2B Portal Business-to-business online portal for authorized dealers to place orders, access wholesale pricing, and manage accounts. Powered by the Tireweb platform.
• Dealer Account Application Online and downloadable application system for businesses to apply for wholesale dealer accounts. Supports COD, Company Check, Company Credit Card, and Net 30 payment terms. Requires business license, Sales & Use Tax Certificate, and trade references.

Named customers19 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• O'Reilly Auto Parts: Large U.S. automotive aftermarket parts retailer and distributor serving commercial and DIY customers. Adjacent incumbent in aftermarket distribution; overlaps less on premium custom wheels but competes for dealer mindshare.
• AutoZone: National automotive aftermarket parts retailer and distributor. Comparable broad incumbent in the U.S. aftermarket parts channel, though focused more on maintenance parts than premium custom wheels.
• Discount Tire / America's Tire: Largest U.S. retail tire and wheel dealer network with significant wholesale sourcing. Overlaps Atlanta Wheels in wheel/tire distribution but operates primarily at retail/consumer level with much greater scale.

Direct peers

• Tire Rack: Major U.S. wholesale and direct-to-consumer distributor of tires and custom wheels, with deep B2B and consumer fulfillment capabilities. Directly comparable to Atlanta Wheels in core product category (tires and aftermarket wheels) and dealer/consumer distribution model.
• Wheel Pros: U.S. wholesale distributor of aftermarket wheels and tires serving dealers, distributors, and retailers. Closely comparable to Atlanta Wheels in exclusive-brand distribution, dealer-channel focus, and product mix in custom wheels.
• Turn5: Aftermarket parts e-commerce group (AmericanMuscle, ExtremeTerrain, CARiD) specializing in performance and off-road wheels, tires, and accessories. Comparable in product category and target enthusiast/SUV/off-road customer base.
• RealTruck: Aftermarket distributor of truck, Jeep, and off-road accessories including wheels and tires, selling through authorized dealer network and DTC channels. Comparable to Atlanta Wheels in truck/off-road wheel distribution and multi-brand portfolio.
• Summit Racing Equipment: Large U.S. distributor of performance aftermarket parts including wheels and tires, with dealer and direct channels. Comparable to Atlanta Wheels in aftermarket wheel distribution and multi-brand sourcing.

Emerging players

• BBS USA: U.S. operation of premium aftermarket wheel manufacturer/distributor with selective dealer programs. Comparable in premium wheel brand distribution, though primarily manufacturer-side versus Atlanta Wheels' pure wholesale model.
• Tread Wright Tires: Smaller U.S. aftermarket tire/wheel distributor serving enthusiast and off-road segments through dealer and online channels. Comparable in niche aftermarket wheel/tire distribution to Atlanta Wheels' specialty dealer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/torquewheels
• Instagraminstagram.com/torquewheels

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atlanta Wheels & Accessories