When it comes to alloy wheels, there is no doubt that forged products are top of the tree in terms of strength, technological benefits but also price. However, while they will never be the cheapest products on offer, there are signs that their fitment is becoming increasingly prevalent in the marketplace, with some of the best known volume models now sporting forged aluminium wheels as an option. Tyres & Accessories interviewed David Yates, marketing manager for Alcoa Forged Specialty Wheels, Europe to find out more.

You might think that the recession would have put the kibosh on sales of what is to all extents and purposes the premium of wheel upgrade options. However, while the environment has been tough for everyone, things have not been as bad as could have been expected for Alcoa forged wheel. In fact, according to David Yates, when you consider the US-based company’s relatively short history of selling forged wheels in the European market, there is a lot to be pleased about: “The credit crunch has had an affect on us. Car wheel volumes have been reduced significantly overall, however these are growing “rapidly” in Europe. Although we [Alcoa] invented forged wheels 60 years ago, we have only been pushing passenger car forged wheels in Europe for less than 3.5 years, following the US model [of introduction].”