American Force Wheels

What American Force Wheels does

American Force Wheels, founded in 2003 and headquartered in Miami, Florida, is a manufacturer of forged aluminum aftermarket wheels targeting pickup truck, SUV, and UTV owners in the North American and broader international truck enthusiast market. The company produces monoblock and two-piece forged wheels at its manufacturing facility in York, South Carolina, with MSRPs ranging from approximately $886 to $5,175 per wheel, positioning it in the mid-to-upper tier of the aftermarket segment. Engineering relies on finite element analysis (FEA) for structural validation of wheel designs.

The company operates as a sub-brand within Hoonigan (formerly Wheel Pros, LLC, which rebranded in October 2023), a diversified automotive aftermarket portfolio. American Force Wheels does not sell direct-to-consumer; it distributes exclusively through the parent's authorized dealer network of 16,500+ retailers spanning the United States, Canada, Europe, and Australia. Pricing is set at the dealer/distributor level with an MSRP band that gives dealers meaningful margin on higher-priced SKUs.

The business model is a wholesale/B2B2C structure: American Force designs, manufactures (via forging), and supplies finished wheels to the parent company and its dealer channel; consumer-facing pricing, installation, and aftersales service sit with the dealer. Revenue mechanics depend on unit volume through the dealer network, mix shift toward higher-priced forged configurations, and new product cadence. Geographic expansion and product line extensions (Deep Cover Series, CKH, Zero Lip, UTV, and the April 2026 Sport Truck 2-Piece line) are the primary growth levers visible in the input.

Name

American Force Wheels

Legal name

Wheel Pros, LLC

Website

https://americanforce.com

Company type

Private

Founded year

2003

Operating status

Operating

Short description

American Force Wheels, founded in 2003 and based in Miami with manufacturing in York, South Carolina, designs and produces forged aluminum aftermarket wheels for pickup truck, SUV, and UTV owners. The brand sells exclusively through the parent Hoonigan dealer network of 16,500+ retailers across North America, Europe, and Australia.

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Wheels

NAICS

Nonferrous Forging (332112), Motor Vehicle Parts Manufacturing (3363)

SIC

Metal Forgings & Stampings (3460)

akta.pro primary industry

Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF)

akta.pro secondary industry

Wheels & Rims Manufacturing (Steel/Alloy) (IMACAIAJ)

Keywords

• Forged aluminum wheels
• Aftermarket truck wheels
• Monoblock forged wheels
• Dual rear wheel wheels
• Custom SUV wheels

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Aftermarket Wheels Sales: American Force Wheels generates revenue through one-time sales of custom forged wheels to consumers via dealer network. Products are sold at various MSRP price points ranging from approximately $886 to $5,175 depending on wheel model, size, and specifications.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

American Force Wheels manufactures American-made forged aluminum aftermarket wheels for pickup trucks, SUVs, and UTVs. Wheels are forged from a single piece of aerospace-grade 6061-T6 aluminum and finished using CNC milling at the York, South Carolina facility. The company sells exclusively through an authorized dealer network spanning North America, Australia, and Europe, with product lines covering Dual Rear Wheel, Single Rear Wheel, Sport Truck, and UTV applications in sizes from 20 to 30 inches.

Product overview

American Force Wheels is a manufacturer of premium forged aluminum wheels for trucks, SUVs, and UTVs. The product portfolio centers on the Forged Wheels core line, which includes four main categories: Dual Rear Wheel (DRW) for dually pickups, Single Rear Wheel (SRW) for standard pickups, Sport Truck featuring 2 Piece Custom Forged wheels, and UTV wheels. The company offers extensive customization through custom options including caps, finishes (polished, powder coated, chrome, PVD), and lip engraving. Products are manufactured in York, South Carolina from aerospace-grade 6061-T6 forged aluminum using CNC milling. Recent product launches include the Deep Cover Series (concave covered lug wheels), CKH series, N series, and 7N series wheels, with prices ranging from approximately $886 to $5,175 MSRP depending on wheel size and model. American Force Wheels operates under parent company Hoonigan (formerly Wheel Pros) and sells exclusively through authorized dealers.

Differentiator

Problem solved

Functional benefit

Products and services

• Forged Wheels American-made forged aluminum wheels for trucks and utility vehicles. Manufactured from aerospace-grade 6061-T6 forged aluminum at the York, South Carolina facility using CNC milling techniques. Includes Dual Rear Wheel, Single Rear Wheel, Sport Truck, and UTV categories.
• Dual Rear Wheel (DRW) Forged Wheels Forged wheels designed for dual rear wheel pickup trucks. Includes Dually w-Adapters, Concave Super Dually, Super Dually, Dually Direct Bolt-On, and 19.5 Heavy-Duty Dually sub-categories.
• Single Rear Wheel (SRW) Forged Wheels Forged wheels for single rear wheel applications. Includes Super Single, Big Rig, Faceplate, Concave Faceplate, Concave, Concave Big Rig, High Offset, ZeroLip, and Deep Cover sub-categories.
• Sport Truck Forged Wheels All-new sport truck lineup featuring 2 Piece Custom Forged wheels designed for lifted truck enthusiasts.
• UTV Forged Wheels Custom forged wheels designed for Utility Terrain Vehicles (UTVs).
• Deep Cover Series Concave, covered lug wheels with signature big-boy aluminum cap that fully conceals all SRW lugs. Includes DC01 Vibrant, DC02 Cloak, DC03 Bane, DC04 Dynamo, DC05 Veritas, DC06 Stealth models.
• Custom Options Customization options including caps, finishes (powder coating, chrome, PVD, polished), and lip engraving to personalize wheels.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

One partnership is on record.

• Hoonigan (formerly Wheel Pros)coreChannel Partner/ Reseller/ Distributor · 25 October 2023American Force Wheels is owned and operated by Wheel Pros, LLC, which rebranded to Hoonigan in October 2023. Hoonigan serves as the parent company providing distribution, dealer network management, and corporate branding. The company maintains operations as part of the Hoonigan portfolio of lifestyle brands.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Rotiform: Hoonigan sister brand specializing in premium custom forged and cast wheels with European-inspired design. Comparable in forged aluminum wheel technology, custom finish options, and enthusiast customer base.
• Fuel Off-Road: Sister brand under Hoonigan (formerly Wheel Pros), manufacturing aftermarket forged and cast aluminum wheels for lifted trucks, SUVs, and Jeeps. Direct overlap in target customer (lifted-truck enthusiasts), distribution (same Hoonigan dealer network), and product positioning.
• TIS Offroad: Aftermarket wheel manufacturer specializing in custom off-road and lifted truck wheels in 20–30 inch sizes. Direct competitor in lifted-truck wheel segment with comparable bolt-pattern, offset, and finish customization options.
• Black Rhino Wheels: Sister brand under Hoonigan offering off-road and truck wheels targeting overland, off-road, and tactical segments. Closely comparable forged aluminum truck/SUV wheel portfolio sold through the same Hoonigan dealer network.
• KMC Wheels: Hoonigan sister brand focused on aftermarket off-road, truck, and SUV wheels. Comparable in product category (forged/cast aluminum wheels), customer base (truck/SUV enthusiasts), and dealer-channel go-to-market.
• American Racing: Heritage Hoonigan sister brand producing aftermarket wheels across muscle car, truck, and SUV segments. Comparable forged/cast aluminum wheel manufacturing, dealer-channel distribution, and lifestyle-brand positioning.
• Method Race Wheels: Independent manufacturer of forged and flow-formed off-road and truck wheels, competing directly with American Force in lifted truck and off-road segments. Highly comparable in monoblock forged construction, off-road applications, and dealer-channel distribution.
• RBP (Rolling Big Power) Wheels: Aftermarket wheel brand focused on lifted truck and SUV applications with custom forged and cast aluminum products. Direct competitor in the lifted-truck enthusiast segment with similar pricing tiers and dealer-distribution model.

Emerging players

• Vossen Wheels: Premium aftermarket forged and hybrid-forged wheel manufacturer for luxury SUVs, lifted trucks, and exotic cars. Comparable in forged aluminum technology, custom finishes, and large-diameter wheel offerings, though Vossen skews more luxury/exotic.
• HRE Performance Wheels: Premium forged and carbon fiber aftermarket wheel manufacturer serving high-end sports car, luxury SUV, and truck markets. Comparable in monoblock forged construction and customization but positioned at higher price points and more performance-oriented applications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCQrtYA2xg55SjNBA4dqnisw
• Facebookfacebook.com/AmericanForceWheels
• Instagraminstagram.com/americanforcewheels
• LinkedInlinkedin.com/company/american-force-wheels

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 American Force Wheels