Alcoa’s Dura-Bright Wheels: Just Add Water

Alcoa is promoting the stay-clean qualities of its Dura-Bright wheels. Penetrating the wheel itself, the unique Dura-Bright technology is designed not to crack, peel or corrode. Dura-Bright has also been used in Alcoa’s commercial vehicle range of wheels for some time.

“It was clear that consumers required a new wheel solution that is durable while retaining a high quality, innovative appearance,” explains Mike Parnell, vice president and general manager – Alcoa Auto Wheels. “By being easy to clean and staying clean longer, Dura-Bright technology wheels enhance a vehicle’s appearance allowing Audi A6 [a key OE fitment] owners to enjoy their vehicle while lowering maintenance efforts.”

The metal treatment technology, proven to last in the tough truck market, will also make life easier for consumers when they come to sell their car. “Black specks and yellowing can ruin the appearance of a car, making it harder to get the best price when selling,” continues Parnell.

“Research tells us that wheel condition is a major consumer concern in customer satisfaction surveys. Corrosion or peeling lacquer is costly and inconvenient, with consumers paying around £200 for their car to be taken off the road for its wheels to be refinished. Dura-Bright gives the added benefit that during ownership it is simple to keep the wheels clean.”

The first european application will be available in winter 2008 on the new Audi A6. Dura-Bright technology is the latest innovation in aluminium from Alcoa, and follows on from Alcoa’s Sixtieth Anniversary of developing, producing and supplying forged aluminium wheels to the global automotive and commercial vehicle industries.