ALLOY WHEEL REPAIR CENTRE LTD

What ALLOY WHEEL REPAIR CENTRE LTD does

Alloy Wheel Repair Centre Ltd is a privately held UK company founded in 2013 and operating from a single workshop at 1 Westminster Road, London W7 3TU. The business provides specialist alloy wheel repair and refurbishment services, operating a five-stage process that combines TIG welding for cracked wheels, digital hydraulic straightening for buckled or dented wheels, sandblasting/chemical stripping, powder coating (including colour coding), and diamond cutting on a lathe to a 0.1mm tolerance. Supporting services include computerized wheel alignment, TPMS sensor valve installation (including Bluetooth TPMS for electric vehicles), tyre fitting and balancing, deep dish and split rim refurbishment, and a WheelXchange exchange programme where customers trade old wheels for refurbished sets. The company also operates a separate online shop (wheelxchangeshop.co.uk) selling refurbished wheels including Tesla 18-inch stock.

The firm serves two main customer segments. The primary segment is individual vehicle owners — drivers of everyday through to high-end marques (Aston Martin, Bentley, Ferrari, Lamborghini, Maserati, BMW, Mercedes, Audi, Porsche, Jaguar, Range Rover) — acquiring services via walk-in, phone, email, WhatsApp, online inquiry forms, or courier shipment across the UK. The secondary segment is B2B automotive trade customers (car manufacturer main dealers, local garages, motor rally teams) accessed through the Platinum Wheelxchange Card membership scheme offering exclusive trade discounts. Pricing is predominantly quote-based given the variable nature of wheel damage severity, with unit pricing on courier delivery (£12.95-£18.95 per wheel standard, £24 per wheel collection service) and free tyre fitting/balancing bundled with refurbishment orders.

The business model is a transactional service-and-goods operation with no disclosed funding, no institutional investment, and a 5-employee team. Revenue streams include one-off wheel repair, refurbishment, diamond cut finishing, tyre fitting, wheel alignment, courier delivery, and WheelXchange exchanges; the only subscription-style element is the annual Platinum Wheelxchange Card. Marketing relies on YouTube (in English, Polish and Chinese), Facebook, TikTok, X (Twitter), customer testimonials and a visual portfolio — with no formal content marketing or paid acquisition function evident. Director Andrew B. oversees operations, and the company is independently owned.

Name

ALLOY WHEEL REPAIR CENTRE LTD

Legal name

Alloy wheel repair centre Ltd

Website

https://alloywheelrepaircentre.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Alloy Wheel Repair Centre Ltd is a UK-based, independently owned alloy wheel repair and refurbishment specialist operating from a single London W7 workshop, serving individual drivers and B2B automotive trade customers with TIG welding, hydraulic straightening, powder coating, diamond cutting, and a WheelXchange exchange programme.

Ownership category

akta.pro rank

Product category

Automotive Wheel Repair Services

NAICS

Automotive Repair and Maintenance (8111), General Automotive Repair (811111), Automotive Body, Paint, Interior, and Glass Repair (81112)

SIC

Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Wheel & Rim Repair/Refurbishment (TLAKADAG)

akta.pro secondary industries

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF)

Keywords

• Alloy wheel repair
• Wheel refurbishment services
• Diamond cut wheels
• Powder coating wheels
• Wheel straightening

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wheel Repair Services: One-time service fees for cracked wheel welding, buckled wheel straightening, kerb damage repair, chip/scuff repair. Prices determined by quote-based assessment as damage severity varies
2. Wheel Refurbishment Services: Full powder coating refurbishment with wide range of colours and finishes. Standalone service or bundled with repairs. Typically 3-4 working days turnaround
3. Diamond Cut Service: Premium finishing service using lathe equipment to achieve shiny alloy finish on wheel face/lip. Can be combined with powder coating and lacquering
4. Tyre Fitting and Services: Professional tyre fitting service with balancing. Free tyre fitting and balancing included with wheel refurbishment or WheelXchange alloy wheels. Additional services include new valves, bolts, hub caps, wheel alignment
5. WheelXchange Programme: Exchange programme where customers trade old wheels for refurbished sets, providing cost savings compared to purchasing new wheels or full refurbishment
6. Courier Delivery Services: Delivery service for products with charges starting at £12.95 for small-medium wheels and £18.95 for large wheels within UK. Pick up and drop off service available for £24 per wheel
7. Wheel Alignment Service: Computerized wheel alignment service recommended every 15,000 miles or annually. Available as standalone service or bundled with full wheel and tyre packages

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Alloy Wheel Repair Centre provides professional alloy wheel repair, refurbishment, and refurbishment services including TIG welding for cracked wheels, digital hydraulic straightening for buckled/dented wheels, five-stage powder coating refurbishment, diamond cut finishing, tyre fitting and balancing, computerized wheel alignment, and TPMS sensor installation. The company operates a WheelXchange exchange programme and B2B membership scheme for automotive trade customers.

Product overview

Alloy Wheel Repair Centre is a UK-based automotive wheel and tyre service provider offering a comprehensive suite of wheel repair, refurbishment, and maintenance solutions. The core offering spans wheel repair services (TIG welding for cracked wheels, digital hydraulic straightening for buckled/dented wheels, kerb damage and scuff repair), alloy wheel refurbishment via a five-stage powder coating process, and diamond cut machining services. The business operates on a hub-and-spoke model with its WheelXchange programme enabling wheel exchange alongside repair services. Supporting services include computerized wheel alignment, TPMS sensor valve installation (including Bluetooth TPMS for electric vehicles), professional tyre fitting and balancing, deep dish and split rim specialist refurbishment, and colour coding. The company serves car manufacturer main dealers, local garages, motor rally teams, and the general public within approximately 40 miles of London W7 3TU, with a B2B membership scheme for trade and wholesale customers.

Differentiator

Problem solved

Functional benefit

Brands

• Wheelxchange: Wheel exchange programme allowing customers to exchange old wheels for refurbished sets.
• Platinum Wheelxchange Card

Products and services

• Wheel Repair Services Comprehensive wheel repair including cracked alloy wheel TIG welding, buckled/dented wheel straightening via digital hydraulic machines, kerb damage, chips, scuffs, and scrapes repair. Engineers have over 20 years of experience.
• Alloy Wheel Refurbishment Five-stage factory refurbishment process including wheel inspection, chemical stripping/sandblasting, powder coating or colour coding, lacquering, and final quality control, returning wheels to original factory condition.
• Diamond Cut Service Alloy wheel surface machined on a lathe using a diamond-tipped cutting tool to leave a shiny alloy finish resembling a CD disc, applied before lacquer is applied. Available with gloss black and custom lip finishes.
• Powder Coating Colour Service Powder coating refurbishment offering standard shades (silver, anthracite, white, black in gloss/satin/matt finishes), RAL and colour-matched powders, special finishes including Hi-Power Silver, Black Chrome, Flash Chrome, and custom paint effects with glitter application.
• Computerized Wheel Alignment Service Computerized wheel alignment adjusting wheel angles to car maker specifications, integrated with console, sensors and lift systems, recommended every 15,000 miles or annually, and after pothole or speed bump damage.
• WheelXchange Programme Wheel exchange programme allowing customers to trade in old wheels for a refurbished set, saving money and time, with fitting available at the Alloy Wheel Repair Centre.
• TPMS Sensor Valve Service Inspection, supply and installation of TPMS (Tyre Pressure Monitoring System) sensor valves, including Bluetooth TPMS sensors for electric vehicles.
• Tyre Fitting and Balancing Service Professional on-site tyre fitting with knowledgeable fitters, free tyre fitting and balancing service included with all refurbishment or WheelXchange alloy wheels, including new plastic valve replacement.
• Deep Dish Wheel Refurbishment Specialized refurbishment of deep dish alloy wheels, repairing and refinishing to a factory-quality finish.
• Split Rim Refurbishment Specialist refurbishment service for split rim wheels with precision wheel repair capabilities.
• B2B Platinum Wheelxchange Card Membership Annual subscription membership for Business to Business and wholesale customers offering exclusive discounts at local WheelXChange shops for car dealer main dealers, local garages, motor rally teams, and automotive businesses.
• Courier Delivery Service UK-wide courier delivery for wheels and products. Standard delivery 2-3 working days from £12.95 for small wheels, £18.95 for large wheels. Next day delivery available for orders before 1pm. Collection/drop-off service at £24 per wheel.

Quantifiable outcome

• 99% customer satisfaction rate claimed based on customer testimonials
• +5 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor.

• BMW UKminorChannel Partner/ Reseller/ DistributorListed as useful automotive link on company website. BMW UK website linked for wheel fitment information and customer reference. Not an official partnership but cross-linked for customer convenience.
• Ford UKminorChannel Partner/ Reseller/ DistributorListed as useful automotive link on company website. Ford UK website linked for wheel fitment information and customer reference. Not an official partnership but cross-linked for customer convenience.
• Mercedes-Benz UKminorChannel Partner/ Reseller/ DistributorListed as useful automotive link on company website. Mercedes-Benz UK website linked for wheel fitment information and customer reference. Not an official partnership but cross-linked for customer convenience.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• ChipsAway: UK smart-repair franchise network offering alloy wheel scuff and kerb-damage repair as one of multiple services. Competes for the same consumer cosmetic-damage jobs but at lower complexity than AWRC's full refurbishment work.

Broad incumbents

• ATS Euromaster: Major UK tyre and vehicle maintenance network offering fitting, alignment, and wheel-related services. Comparable on the tyre/alignment side of AWRC's offering but lacks the dedicated alloy refurbishment stack.
• Kwik Fit: UK's largest tyre, exhaust, and wheel service chain with hundreds of centres. Overlaps with AWRC on tyre fitting, balancing, and alignment, but does not specialise in alloy welding or diamond cutting.
• National Tyre: UK tyre distributor and fitter network offering online booking, fitting, and alignment. Comparable on the tyre-fitting side of AWRC's offering but does not perform alloy refurbishment in-house.
• Formula One Autocentres: UK tyre and motoring service chain offering tyres, exhausts, and wheel alignment. Overlaps with AWRC's tyre fitting and alignment services but operates at much broader scale and lower specialisation.
• Halfords Autocentres: National UK automotive service chain offering tyres, wheel alignment, and minor repairs. Comparable as a one-stop consumer-facing wheel service provider but without specialist alloy welding or diamond-cutting capability.

Direct peers

• Revive!: UK mobile smart-repair franchise that includes alloy wheel scuff and kerb-damage repair as a core offering. Directly comparable end-customer service but delivered via mobile vans rather than a workshop, putting it in head-to-head competition for high-volume minor damage work.
• The Wheel Specialist: Largest UK specialist alloy wheel refurbishment network offering diamond cutting, powder coating, and crack repairs at multiple sites. Directly comparable in core service mix (welding, straightening, refinishing) and target customer (UK car owners).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wheelrepair_UK
• YouTubeyoutube.com/channel/UCe6UVRGl6Dj-Ekg63tGLj8A
• Facebookfacebook.com/alloywheelrepairlondon
• TikToktiktok.com/@alloywheelrepairw
• LinkedInlinkedin.com/company/alloy-wheel-repair-centre-ltd

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 ALLOY WHEEL REPAIR CENTRE LTD