MWheels rebrands as The Wheel Hub

Manchester-based supplier of aluminium and steel wheels also changes European operation’s name to Wheel HUB GmbH in 12-month review

MWheels, the European market supplier of Wheels India’s Xlite range of aluminium wheels, has rebranded as The Wheel Hub in the UK and Wheel HUB GmbH at its Cologne, Germany based European operation. The move follows a 12-month review, during which the commercial vehicle wheel distributor decided the name change more clearly identifies its approach to the respective regions. The Wheel Hub is positioning itself in the UK as “a better way to buy CV wheels.” Across the continent, the company’s strapline will be “the home of Xlite”, reflecting its synonymous position with the range of quality forged aluminium wheels.

The Wheel Hub’s name change coincides with a large scale investment in the business’s management systems. It tells Tyres & Accessories that this will further improve availability, just-in-time deliveries, order monitoring, and invoicing for OE manufacturers, truck and bus operators and tyre companies.

The business will also be making major changes to its website over the coming months, firstly by making it more interactive for CV wheel buyers before the introduction of an online ordering platform at the start of 2022.

The Wheel Hub and Wheel HUB GmbH names and logos will be immediately visible on all business communications and will be introduced across all product packaging over the coming months.

The Wheel Hub history

MWheels CEO, Matthew Mardle

The Manchester-based company was originally established in 1987, while its European office opened in the Cologne region of Germany in 2017. It has exclusive European distribution rights for Xlite and Xbrite forged aluminium wheels, as well as the Xsteel range through its agreement with Wheel India. It also supplies products from all other wheel manufacturers and a comprehensive range of accessories.

Matt Mardle, chief executive officer for The Wheel Hub and Wheel HUB GmbH, added: “It doesn’t matter if you are an engineer, fleet manager or product purchaser at an OE manufacturer, coach and bus operator or a tyre company, ultimately you want to work in partnership with a company that is ‘easy to do business with’.

“This will be a key phrase for us moving forward, it underpins that we know what must be done to meet the differing needs of these sectors, whether it is expert advice, supplying the right wheel, sorting wheel and tyre fitted units or even simplifying the invoicing and paperwork process.

“Customer service is everything, and with the clarity and position afforded to us by The Wheel Hub and Wheel HUB GbmH names we will clearly differentiate our position in the market be able to demonstrate how our clients receive quantifiable return-on-investment through our products and services.”

Available in 17.5, 19.5 and 22.5 inch sizes, Xlite and Xbrite+ wheels are designed to be five times stronger and 40 per cent lighter than standard steel equivalents. The company says the benefits of the wheels include truer running due to the increased accuracy of its production process, as well as extra payloads, reduced diesel usage, decreased CO² emissions and less wear on surrounding parts like brakes and tyres as a result of their durability and reduced weight.

Look out for Tyres & Accessories’ interview with Matt Mardle, chief executive officer for The Wheel Hub and Wheel HUB GmbH in our March issue, and next month on Tyrepress.com.