Wheel Fix It
Wheel Fix It Limited is a family-owned Auckland-based alloy wheel repair specialist offering mobile and workshop-based repairs, CNC machining, structural repairs, colour changes, and tyre fitting for individual vehicle owners, premium dealerships, and insurance channels across New Zealand.
- Company typePrivate
- Founded2005
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wheel Fix It does
Wheel Fix It Limited is a privately held, family-owned alloy wheel repair specialist headquartered at 104 Wairau Road, Glenfield, Auckland, founded in 2005 after securing NZ rights to the UK-manufactured Wheel Doctor patented equipment (patent no.2341568). The company operates four integrated divisions from its Wairau Road base: a fleet of 4 custom-built mobile repair workshops with enclosed spray booths and paint baking, a full engineering workshop equipped with 2 CNC lathes (the only such capability in Auckland), a temperature-controlled down-draft paint shop using a two-pack paint system, and a tyre department fitted with a Corghi Artiglio 500 leverless tyre changer and Cemb ER100i diagnostic balancer. Services span painted wheel repair, CNC machined/diamond-spun wheel restoration, bent/buckled/cracked structural repairs, full colour changes, and wheel modifications (drilling, centre bore enlargement, face shaving, two- and three-piece splitting, custom CBL ring manufacture), supported by Auckland-wide pickup/delivery and national courier capability.
The business operates a direct-to-consumer and B2B hybrid model, monetising through pay-as-you-go unit pricing (per wheel or per tyre, NZ$20–$880+GST) and earning the majority of its B2B volume through preferred-repairer relationships with premium dealerships (BMW, Mercedes-Benz, Lexus, Giltrap Prestige, Continental Car Services, Archibald and Shorter, Independent Prestige for Bentley/Lamborghini/Aston Martin), panel beaters, and insurance companies. Customer segments are split between individual vehicle owners (one-off repair-driven demand) and channel partners (recurring volume from dealer warranty/cosmetic prep work and insurance claim flows). Revenue mechanics are transactional with no subscription or recurring contracts disclosed, and the company explicitly does not sell new wheels — it positions repair as a cost-effective alternative to replacement.
Operational scale is modest but specialised: approximately 20 staff including engineering, paint, tyre and mobile unit technicians; the largest wheel repair factory in New Zealand by self-description; same-day turnaround on most curb damage and 2–3 day turnaround on full restorations, structural repairs and colour changes. Capability has been built both organically and via the 2009 acquisition of Sharrock Engineers Ltd (relocated to Wairau Road in 2010), which brought precision aluminium machining in-house. The company carries NZ$10M public liability insurance (with a NZ$500K-per-event motor trade extension underwriter Vero) and offers a one-year guarantee on repairs. There is no external funding, no parent company, and no public listing.
Wheel Fix It firmographics
Firmographics- Name
- Wheel Fix It
- Legal name
- Wheel Fix It Limited
- Website
- https://wheelfixit.co.nz
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wheel Fix It Limited is a family-owned Auckland-based alloy wheel repair specialist offering mobile and workshop-based repairs, CNC machining, structural repairs, colour changes, and tyre fitting for individual vehicle owners, premium dealerships, and insurance channels across New Zealand.
- Ownership category
- akta.pro rank
Wheel Fix It industry classification
Industry- Product category
- Alloy Wheel Repair Services
- NAICS
- Specialized Automotive Repair (811114), General Automotive Repair (811111)
- SIC
- Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Tire Repair (Puncture, Patch/Plug, Section Repair) (TLAKADAD)
- akta.pro secondary industry
- Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)
Keywords
Where Wheel Fix It is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Wheel Fix It business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales
Revenue model
- Alloy Wheel Repair Services: One-time repair and restoration services for alloy wheels including painted wheels, CNC machined/diamond spun wheels, bent/buckled/cracked wheels, colour changes, and wheel modifications. Services priced per wheel with some bundled offerings.
- Tyre Fitting and Balancing: Tyre removal, fitting, and precision stud balancing services. Standalone services available or bundled with wheel repairs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Painted wheel repair and repaint |
| Unit Pricing | Pay-as-you-go | Shadow chrome specialist paint |
| Unit Pricing | Pay-as-you-go | Machined face and polished wheels |
| Unit Pricing | Pay-as-you-go | CNC machined/diamond spun wheel repair |
| Unit Pricing | Pay-as-you-go | Bent/buckled wheel straightening |
| Unit Pricing | Pay-as-you-go | Cracked wheel repair |
| Unit Pricing | Pay-as-you-go | Colour change - full set |
| Unit Pricing | Pay-as-you-go | Tyre fitting and balancing |
| Unit Pricing | Pay-as-you-go | Wheel modifications - drilling |
| Unit Pricing | Pay-as-you-go | Wheel modifications - centre bore enlargement |
| Unit Pricing | Pay-as-you-go | Wheel modifications - face shaving |
| Unit Pricing | Pay-as-you-go | Two-piece wheel split and assemble |
| Unit Pricing | Pay-as-you-go | Three-piece wheel split, assemble and reseal |
| Unit Pricing | Pay-as-you-go | Custom CBL rings manufacturing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Wheel Fix It product offering
Product offeringCore offering
Wheel Fix It operates a full-service alloy wheel repair company organized into four divisions: a mobile repair service with custom-built workshops, a full engineering workshop with CNC lathes and patented Wheel Doctor equipment, a paint shop with temperature-controlled spray booth, and a tyre department. The company specializes exclusively in alloy wheel repair including painted wheel repair, CNC machined/diamond spun wheel repair, bent/buckled/cracked structural repairs, colour changes, wheel modifications, and tyre fitting with precision balancing.
Product overview
Wheel Fix It operates as a full-service alloy wheel repair company offering both workshop-based and mobile repair services. The company is organized into four divisions: a mobile repair service (custom-built mobile workshops with enclosed spray booths), a full engineering workshop (with 2 CNC lathes and specialist wheel repair machinery including patented Wheel Doctor equipment), a paint shop (temperature-controlled down draught spray booth with two-pack paint system and baking), and a tyre department (Corghi Artiglio 500 tyre changer and Cemb ER100i diagnostic balancer). Core repair services include CNC machined/diamond spun wheel repair, colour changes and colour coding, painted wheel repair and restoration, bent/buckled/cracked structural repairs, wheel modifications (centre bore, PCD, drilling, splitting), and tyre fitting with precision stud balancing. Additional services include custom CBL ring manufacturing, Auckland-wide pickup/delivery, courier services nationally, and secure vehicle storage. The company specializes exclusively in alloy wheel repair and does not sell new wheels.
Differentiator
Problem solved
Functional benefit
Products and services
- Painted Wheel Repair and Restoration Repair and repaint service for painted wheels in any colour (silver, black, titanium) with gloss, satin, or matte finish. Includes restoration for wheels of any era and painting of wheel interiors. Priced around $170-215+GST per wheel. Can be completed same day at workshop or mobile.
- CNC Machined/Diamond Spun Wheel Repair Specialist repair service for machined/diamond spun wheels with polished finish. Uses CNC lathe for machining, re-clear coating, tyre fitting, and balancing. Price starts at $290+GST for first wheel and $210+GST for each additional wheel on the same car.
- Colour Changes and Colour Coding Wheel recolouring service including inside and outside of wheels. Options include gloss black, satin titanium, shadow chrome, or colour coded to match car body. Full colour conversion from $880+GST for four wheels, face-only from $680+GST.
- Bent/Buckled/Cracked Wheel Repair Structural repair service for wheels damaged by collisions, potholes, or curb impacts. Straightening to factory tolerances typically costs $150-250+GST. Combined bend and crack repair typically $200-300+GST. Requires workshop assessment; engineering process takes two days.
- Wheel Modifications Engineering modifications including drilling blank wheels ($15-18+GST per hole), enlarging centre bore ($150+GST first wheel), shaving mounting face ($150+GST first wheel), splitting and assembling 2-piece ($120+GST per wheel) and 3-piece wheels ($200+GST per wheel), and resealing leaking 3-piece wheels ($80+GST).
- Tyre Fitting and Precision Stud Balancing Tyre fitting using Corghi Artiglio 500 leverless tyre changer for all tyre types including performance, low profile, and run flat. Precision stud balancing using Cemb ER100i diagnostic balancer. Tyre fitting $30+GST per tyre, stud balancing $20+GST per tyre.
- Custom CBL Rings Manufacturing Custom manufacture of Centre Bore Locating (CBL) rings. Set of four rings costs $200+GST, additional $30+GST for measurements. Also offers modification of off-the-shelf rings (ID or OD) at $70+GST per set of four.
- Wheel Pickup and Delivery Service Pickup and delivery service for wheels Auckland-wide, plus courier service for wheels around New Zealand for customers unable to visit the workshop.
- Secure Vehicle Storage Secure indoor storage for customer vehicles while wheel repairs are being completed at the Glenfield workshop.
- Shadow Chrome Specialist Paint Specialist shadow chrome painting service for alloy wheels. Priced at $180-$300+GST per wheel.
Quantifiable outcome
- Most repairs completed same day
- +1 more outcomes
Companies that use Wheel Fix It
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Wheel Fix It technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Wheel Fix It partnerships and signals
Strategic signalScale indicators7 records
Recent moves7 records
Expansion highlights4 records
Wheel Fix It competitors and assessment
Company assessmentDirect peers
- Alloy Mobile Wheel Repair: Mobile-only alloy wheel repair operators active in major NZ cities. Comparable in mobile service delivery model and same-day curb damage repair value proposition.
- Wheel Repair NZ: New Zealand-based alloy wheel repair service with workshop and mobile offerings. Direct competitor to Wheel Fix It in the same product category and customer base (vehicle owners, dealerships, panel beaters).
- Rim Refurbishment Specialists (Auckland): Auckland-based wheel refurbishment shops offering diamond-cut, color-change and structural repairs. Closely comparable in service mix and target market to Wheel Fix It's workshop offering.
Regional players
- Wheelfixer (UK): UK mobile alloy wheel repair franchise network. Comparable mobile-only service model and curb damage repair offering; serves a different geography (UK) so does not directly compete with Wheel Fix It in NZ.
- Mobile Wheel Repair Australia: Australian mobile alloy wheel repair operators serving dealerships and consumers. Comparable in mobile workshop format, trans-Tasman market similarity, and prestige-dealer focus.
Broad incumbents
- Dent Wizard: Large global automotive appearance repair company offering paintless dent repair, alloy wheel repair and similar services to dealerships and fleet customers. Comparable customer base (OEM dealerships) but broader service portfolio.
- ChipsAway: International franchise network for minor paint and alloy wheel refurbishment repairs. Comparable as a broader, multi-region automotive cosmetic repair incumbent rather than a wheel specialist.
- Tyre & Wheel Service Chains (NZ): National tyre and wheel service chains offering tyre fitting and balancing — comparable on the tyre-service portion of Wheel Fix It's offering but not on alloy wheel repair or mobile services.
Emerging players
- Smash Repair / Panel Beater Networks (NZ): NZ panel beater chains that increasingly bring wheel repair in-house. Comparable as collision-repair customers of Wheel Fix It but also partial competitors as they expand wheel capabilities.
Others
- Vehicle Inspection / Insurance Approved Repair Networks: Insurance-approved repair networks and assessment vendors that channel wheel claims to suppliers like Wheel Fix It. Comparable as channel partners / demand aggregators rather than direct competitors.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Wheel Fix It social profiles
Digital presenceWheel Fix It compliance and trust
Trust signalCompliance1 record
Wheel Fix It financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wheel Fix It leadership team
Management profileNumber of profiles
Profiles5 records
Wheel Fix It funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wheel Fix It 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 Wheel Fix It
What does Wheel Fix It do?
Wheel Fix It operates a full-service alloy wheel repair company organized into four divisions: a mobile repair service with custom-built workshops, a full engineering workshop with CNC lathes and patented Wheel Doctor equipment, a paint shop with temperature-controlled spray booth, and a tyre department. The company specializes exclusively in alloy wheel repair including painted wheel repair, CNC machined/diamond spun wheel repair, bent/buckled/cracked structural repairs, colour changes, wheel modifications, and tyre fitting with precision balancing.
Is Wheel Fix It a public or private company?
Wheel Fix It is a private company. It is classified as family owned and is currently operating.
When was Wheel Fix It founded?
Wheel Fix It was founded in 2005. It employs 11 to 50 people.
Where is Wheel Fix It based?
Wheel Fix It is headquartered in Auckland, New Zealand, in the Oceania region.
How does Wheel Fix It make money?
Two revenue lines are on record. Alloy Wheel Repair Services are the primary driver. The others are tyre Fitting and Balancing.
Who are Wheel Fix It's main competitors?
Direct peers on record are Alloy Mobile Wheel Repair, Wheel Repair NZ and Rim Refurbishment Specialists (Auckland). Regional players are Wheelfixer (UK) and Mobile Wheel Repair Australia. Broad incumbents are Dent Wizard, ChipsAway and Tyre & Wheel Service Chains (NZ). Smash Repair / Panel Beater Networks (NZ) is listed as an emerging player. Vehicle Inspection / Insurance Approved Repair Networks is listed as an others.
Does Wheel Fix It have an API?
No public API is recorded for Wheel Fix It.
What industry is Wheel Fix It in?
Wheel Fix It's product category is Alloy Wheel Repair Services. Its primary akta.pro industry code is TLAKADAD, Tire Repair (Puncture, Patch/Plug, Section Repair), with a secondary code of TLAKAAAD, Tire & Wheel Services (Mount/Balance/Alignment). Its NAICS code is 811114 and its SIC code is 7500.