It’s now been about four decades since alloy wheels began winning ground from steel passenger car wheels, and these products really came into their own in the 80s and 90s. Alloy wheels were seen as ‘the best thing since sliced bread’ and sold accordingly. This trend, which started off in the replacement sector, progressed into original equipment; initially only prestige and sport models were equipped with alloys, yet within a few years their use spread to small cars and some entry-level models. The alloy wheel industry boomed and made good money – until a number of thresholds were crossed: Suppliers found themselves with more products than demand justified; fierce competition drove prices down until aftermarket rims were cheaper than their original equipment equivalents. Exquisite accessories became commodities, interchangeable products. Everyday products.