The alloy wheel market in the UK is nothing like the size of , say, that in Germany, and reliable estimates of its size are hard to come by, although one educated guess is £500 m at wholesale prices. Reasons for the comparatively small market are manifold, varying from the way cars are sold in the UK to the effect of the large company car/fleet sector, which accounts for over half of new car sales. Fleet buyers do not welcome anything which increases costs, and alloy wheels fall into this category. Despite this drawback, the UK alloy wheel market is growing, due largely to increasing fitment in the OE sector. In the aftermarket, it is those who have disposable income to spend and who are fashion conscious that buy alloys and, as with most other fashion accessories, this means the young. As with other fashions, there are labels which are “in” and others which lack street cred and, again as with other fashions, the successful designs spawn many imitations. So, in order to stay ahead of the pack, the leading design labels have to introduce new designs – to reinvent the wheel.