ATLANTA WHEELS
Atlanta Wheels & Accessories is a family-owned wholesale distributor of custom wheels, tires, and aftermarket accessories serving authorized retailer/installers in the Southeast US through a multi-brand portfolio including Torque, Fittipaldi, Pinnacle, 2Crave, and Ultra Wheels.
- Company typePrivate
- Founded1985
- HeadquartersMarietta, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What ATLANTA WHEELS does
Atlanta Wheels & Accessories is an American family-owned wholesale distributor of custom wheels, tires, and automotive aftermarket accessories, founded in 1985 and headquartered at 1668 Sands Place in Marietta, Georgia. The company has operated continuously for over 40 years across three generations of family ownership and explicitly serves the B2B channel only, with all sales routed through a network of authorized retailer/installers; the company does not sell directly to consumers and requires that all price quotes originate from an authorized dealer. Its operating footprint is concentrated in the Southeast United States, with no disclosed international distribution.
The product portfolio is built around a curated set of distributed wheel brands rather than proprietary manufacturing. Featured brands include Torque Wheels (with disclosed SKUs such as the TW403 Impact, TW405C Pulse, TW118R Velocity, TW4594 MAKO, and TW409C Elite), Fittipaldi Wheels, Pinnacle Wheels, 2Crave Wheels, and Ultra Wheels. Wheel offerings span 20" to 24" diameters with 5-lug through 8-lug configurations, addressing both passenger vehicles and the truck segment, supplemented by tires and aftermarket accessories as part of the wholesale mix.
Commercially, Atlanta Wheels operates a pure wholesale distribution model, purchasing from manufacturers and reselling to installer/retailer partners on one-time transactional terms; pricing is not publicly disclosed. Go-to-market is anchored on dealer acquisition (online application and "Become a Dealer" funnel), a B2B portal (b2b.atlantawheels.com) for account management, and social media presence on Facebook and Instagram operated under the Torque Wheels handle. The company has not raised external capital, has no parent company, and reports no subsidiaries, acquisitions, or leadership changes in the available record.
ATLANTA WHEELS firmographics
Firmographics- Name
- ATLANTA WHEELS
- Legal name
- ATLANTA WHEELS & ACCESSORIES
- Website
- https://atlantawheels.net
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Short description
- Atlanta Wheels & Accessories is a family-owned wholesale distributor of custom wheels, tires, and aftermarket accessories serving authorized retailer/installers in the Southeast US through a multi-brand portfolio including Torque, Fittipaldi, Pinnacle, 2Crave, and Ultra Wheels.
- Ownership category
- akta.pro rank
ATLANTA WHEELS industry classification
Industry- Product category
- Wholesale Automotive Parts Distribution
- NAICS
- Tire and Tube Merchant Wholesalers (423130)
- 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)
- akta.pro secondary industries
- Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH), Tires, Wheels & Retread Supply Distribution (TLAKAOAD)
Keywords
Where ATLANTA WHEELS is headquartered
LocationHeadquarters
- HQ city
- Marietta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ATLANTA WHEELS business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Wholesale Distribution: Atlanta Wheels generates revenue as an independent wholesale distributor of custom wheels, tires, and aftermarket accessories. They purchase products from manufacturers (Torque Wheels, Fittipaldi Wheels, Pinnacle Wheels, 2Crave Wheels, Ultra Wheels) and sell to authorized retailer/installers in the aftermarket automotive parts market.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
ATLANTA WHEELS product offering
Product offeringCore offering
Atlanta Wheels is an independent wholesale distributor that purchases custom wheels, tires, and aftermarket automotive accessories from manufacturers (Torque Wheels, Fittipaldi Wheels, Pinnacle Wheels, 2Crave Wheels, Ultra Wheels) and resells them exclusively to authorized retailer/installer partners. The company does not sell directly to consumers; all price quotes are routed through authorized dealers. It operates a B2B portal for dealer account management, online applications, and quote requests.
Product overview
Atlanta Wheels is a premier independent wholesale distributor of custom wheels, tires, and aftermarket accessories, serving as a multi-brand portfolio distributor rather than a single unified product platform. The company distributes multiple wheel brands including Torque Wheels (featuring models like TW403 Impact, TW405C Pulse, TW118R Velocity, TW4594 MAKO, TW409C Elite), Fittipaldi Wheels, Pinnacle Wheels, 2Crave Wheels, and Ultra Wheels. Atlanta Wheels operates exclusively through authorized retailer/installers and does not sell directly to consumers, functioning as a B2B distribution intermediary connecting wheel manufacturers with installation retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- Torque Wheels
Companies that use ATLANTA WHEELS
Customer profileSegments1 record
Ideal customer profiles1 record
ATLANTA WHEELS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ATLANTA WHEELS partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
ATLANTA WHEELS competitors and assessment
Company assessmentEmerging players
- CARiD: Online retailer of aftermarket automotive parts, accessories, wheels, and tires. Comparable as an aftermarket wheel/tire channel competitor reaching consumers and installers directly.
- Tire Rack: Large online tire and wheel retailer that also distributes to installers through its network. Competes for end-customer wheel purchase decisions and shapes the channel that Atlanta Wheels' dealers ultimately serve.
Broad incumbents
- Discount Tire: Largest US independent tire and wheel retailer with owned retail footprint. Sits downstream of Atlanta Wheels as a customer-channel competitor for end-consumer wheel sales and upstream buyer for wholesale supply.
- TBC Corporation: Major tire distributor and retailer (Tire Kingdom, NTB, Big O Tires) with broad tire/wheel distribution plus retail. Comparable as a tire/wheel wholesale and retail operator, though at much larger scale and with owned retail.
Direct peers
- Wheel Pros: Aftermarket wheel distributor and brand portfolio operator supplying specialty wheels, tires, and accessories through dealer networks. Directly comparable as a multi-brand aftermarket wheel wholesaler.
- American Tire Distributors: Largest US distributor of tires, wheels, and related service equipment to independent tire dealers and retailers. Atlanta Wheels operates in the same wholesale channel with a narrower wheel/tire focus.
- Turn5: Aftermarket parts distributor and e-commerce operator (AmericanTrucks, ExtremeTerrain) selling Jeep/truck accessories including wheels and tires. Comparable as a multi-brand aftermarket parts distributor to enthusiast consumers via a dealer/installer base.
Others
- Ultra Wheels: Wheel brand currently distributed by Atlanta Wheels. Comparable as a brand-level peer in the custom/truck wheel segment and a key supplier relationship that anchors Atlanta Wheels' portfolio.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
ATLANTA WHEELS social profiles
Digital presenceATLANTA WHEELS financial estimates
Financial estimateRevenue estimate
Valuation estimate
ATLANTA WHEELS leadership team
Management profileNumber of profiles
ATLANTA WHEELS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ATLANTA WHEELS 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 ATLANTA WHEELS
What does ATLANTA WHEELS do?
Atlanta Wheels is an independent wholesale distributor that purchases custom wheels, tires, and aftermarket automotive accessories from manufacturers (Torque Wheels, Fittipaldi Wheels, Pinnacle Wheels, 2Crave Wheels, Ultra Wheels) and resells them exclusively to authorized retailer/installer partners. The company does not sell directly to consumers; all price quotes are routed through authorized dealers. It operates a B2B portal for dealer account management, online applications, and quote requests.
Is ATLANTA WHEELS a public or private company?
ATLANTA WHEELS is a private company. It is classified as family owned and is currently operating.
When was ATLANTA WHEELS founded?
ATLANTA WHEELS was founded in 1985.
Where is ATLANTA WHEELS based?
ATLANTA WHEELS is headquartered in Marietta, United States, in the North America region.
How does ATLANTA WHEELS make money?
One revenue line is on record: wholesale Distribution.
Who are ATLANTA WHEELS's main competitors?
Emerging players on record are CARiD and Tire Rack. Broad incumbents are Discount Tire and TBC Corporation. Direct peers are Wheel Pros, American Tire Distributors and Turn5. Ultra Wheels is listed as an others.
Does ATLANTA WHEELS have an API?
No public API is recorded for ATLANTA WHEELS.
What industry is ATLANTA WHEELS in?
ATLANTA WHEELS's product category is Wholesale Automotive Parts Distribution. Its primary akta.pro industry code is CRAOANAD, Tires, wheels & related supplies distribution, with a secondary code of TLAKADAH, Tire Distribution & Wholesale (Regional/Local Supply). Its NAICS code is 423130 and its SIC code is 5010.