DCR presents ‘cutting edge technology’ for alloy wheel refurbishment

DCR-PRO refurbishes the popular style of alloy wheels

The rise of diamond turned alloy wheels, which have overtaken traditional painted alloys as the most common product on the market, presents an opportunity for garages and fast-fit operations to diversify, Portsmouth-based innovator, Diamond Cut Refinishing (DCR) says. The refurbishment of these wheels is often reallocated, with significant lead times. However, DCR’s latest machinery for the automotive aftermarket enables depots to offer the restoration service themselves. It says the technology “saves hours of time in repair work” and “opens up a significant new revenue stream worth hundreds of pounds per day.”

Designed and manufactured in the UK from its Portsmouth headquarters, DCR has created a world-first solution to meet the changing trend, which can restore diamond cut wheels in as little as 20 minutes.

The technology – which is supplemented by comprehensive product training – is aimed at automotive depots and fast fit networks which would otherwise have to reallocate the work to a third party, resulting in time delays and a missed revenue opportunity.

In addition to the machinery, DCR is also offering other models to suit the budgets and staffing constraints of different customers, such as a business-in-a-box concept.

DCR can count on Aston Martin and BMW MINI as customers and managing director, Steve Barrett said “business had never been more buoyant in 2020, despite the challenges imposed by COVID-19 and the ongoing lockdown restrictions.”

Its DCR-PRO Diamond Cut Refinishing Machine requires a standard 13amp supply and can be used as a mobile solution or anywhere in a workshop where a power socket is available. In addition, DCR has developed a patented ‘Wheel Pod’ wheel repair centre which is a standalone solution that can be dropped into a car park and be entirely managed and run by DCR on a company’s behalf, if necessary.

DCR-PRO features

The compact machinery can fit in the back of a van

Key features of the machine are enhanced productivity (a 20-inch wheel can be restored in under 30 minutes), a compact design to fit in a van, and the ability to cut wheels from 14 to 24-inch without the need to remove the tyre.

Barrett said: “One reason for our rapid growth is the fact that new car sales are on the decline and people are opting to maintain the vehicles that they have and increase in used car sales.

“Secondly, customers are looking at other revenue streams and opportunities to upsell, which is what our solutions provide. Despite the obvious challenges we’re all facing, many sensible businesses are investing government loan support into their products and equipment for the future.”

DCR is leasing the machine from £29.50 a day. It says customers can therefore make more than £350 in profit when re-cutting four wheels in a day.

DCR’s existing customer base includes insurance companies, fleet management companies, and car rental firms. As a result it says “demand may have already been established in many parts of the country.”

Steve Barrett, Diamond Cut Refinishing MD (Photos: DCR)

Barrett, 46, has worked in the automotive aftermarket for 30 years and employs nine members of staff from DCR’s 25,000 sq ft base in Portsmouth.

He added: “We offer training for technicians and can provide a solution to suit the bespoke needs of each business. To be able to restore diamond cut wheel alloys represents a huge revenue opportunity and with more motorists taking pride in maintaining their existing vehicles, we know that the demand for the nature of this work is already there.”