Wolfrace reports ‘the going is good’

Following significant investment in 2010 and with plans for strategic diversification and development said to be on target plus “ongoing success in the OEM and aftermarket sectors”, wheel firm Wolfrace reports that “the going is good” and that there is expansion taking place throughout its operation in the UK and Europe.

It seems the “major investment” Wolfrace has put into bolstering staff and the acquisition of some further high quality distribution agreements its paying off. According to marketing manager, Chris Cook, Wolfrace Wheels (UK) Limited is going from strength to strength and can report significant growth in several key industry areas. To give an example, sales in the first half year (to June) were the highest since 2008 with significant improvement on margins

As well as distribution rights for the German wheel brands ATS, Alutec and Breyton, which the company took in early 2011, Wolfrace were awarded the distribution rights for the modern collection of Borrani wheels recently.

Milan based Borrani has been making wire wheels since the early 1920’s and now represents the ‘Rolex’ of the Wolfrace wheel portfolio, according to Cook. These products are said to have gained Wolfrace significant exposure from within the premium sector, opening up further opportunities for the Wolf Design wheel range – the range of SUV and 4×4 wheels from Wolfrace.

Winter wheels

Last season’s winter chaos ensures the demand for winter wheels and tyres is ever increasing, Wolfrace covers this area with a range of winter products including “snow grip tyres” and a range of winter wheels with a highly robust paint finish and up to five years warranty.
 
Several years of research into European alloy wheel manufacturing has ultimately led to a giant leap forward in the quality and finish Wolfrace product range, said Cook. The majority of Wolfrace alloys are now made in Europe and are TUV approved. Add this to the internationally recognised ISO 9001 quality standard and you can see why Wolfrace are one of the only UK based alloy wheel companies able to offer a five year warranty on selected products when the customer registers on the company’s website.

Diversification

Whilst firmly sticking by traditional and long standing automotive trade customers, the company is exploring a multitude of diverse markets, achieving recognition and some success. In fact, Wolfrace is currently in discussions with the leisure sector, relating to the on-going supply of a high volume product.
 
In addition the company reports that it is also enjoying “great success” within the OE sector, gaining approval to supply car manufacturers including Renault whilst also tendering for a number of contracts at present.

On the retail side of things, Wolfrace representatives say they are pleased to be enjoying new supply relationships with Halfords and the Pendragon Group and look forward to developing this further within the coming months.
 
UK and Europe expansion

The new and highly experienced Wolfrace field sales team continues to develop new business nationally and supports Wolfrace’s long standing customer base, an area unrivalled in this industry. Wolfrace also have a number of representatives in Europe currently researching emerging markets and opportunities.
 
The Wolfrace portfolio of alloy wheels ranges in size from 13 to 22 inches and caters for a wide range of vehicles from a Smart to a Ranger Rover.

Custom drilling is now available from the new, fully automated Wolfrace machine shop. This most recent development at Wolfrace HQ comes thanks to the installation of HAAS drilling machines with full CNC operation, 4000 rpm high-torque spindle and highly accurate rigid vertical drill.

The new machines give Wolfrace the ability to machine offsets to exact OE specification and ‘drill to order’ providing increased flexibility when dealing with customer requirements.

A wide range of colour finishes can also be added to a selection of products. The process consists of five main steps: – preparation, base coat, dip, rinse and lacquer. All custom painting services are carried out by skilled personnel.

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