About Us
The Birth of Mobile Wheel Repair
At the heart of the mid-2000s, a visionary saw untapped potential in the burgeoning mobile wheel repair industry. Our founder’s innovative spirit led to the creation of Alloy Wheel Repair Specialists (AWRS)—a venture that became a cornerstone in the used car and reconditioning trades. Under his leadership, AWRS expanded into the world’s largest wheel repair company of its kind, with a global franchise network responsible for repairing millions of wheels.
The Birth of Mobile Wheel Repair
At the heart of the mid-2000s, a visionary saw untapped potential in the burgeoning mobile wheel repair industry. Our founder’s innovative spirit led to the creation of Alloy Wheel Repair Specialists (AWRS)—a venture that became a cornerstone in the used car and reconditioning trades. Under his leadership, AWRS expanded into the world’s largest wheel repair company of its kind, with a global franchise network responsible for repairing millions of wheels.
The Mobile Reconditioning Facility (MRF)
Tom Morris and his team pioneered the concept of mobile wheel repair, developing the first-of-its-kind Mobile Reconditioning Facility (MRF) —
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a fully self-contained 8′ x 14′ mobile trailer equipped with AC, heating, and a 2-room workshop. Inside the MRF was a state-of-the-art wheel straightening system, the only one of its kind ever endorsed by the Society of Automotive Engineers (SAE). With a filtered prep and paint room built to meet local, state, and federal safety standards, this unit empowered a trained operator to earn over $20,000 per month — all from a mobile, compliant, and professional setup. This innovation redefined what was possible in mobile reconditioning and set the gold standard for the industry.
The Mobile Reconditioning Facility (MRF)
As the business grew, the mission expanded beyond mobile. Tom’s strategy included the development of 13 advanced remanufacturing facilities, while pioneering on-site wheel refinishing to serve everything from cosmetic repairs to full wheel restorations.
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This approach led to trusted service relationships with major insurance companies, auto dealer groups, and national tire retailers — solidifying the company’s position as the industry’s most reliable wheel repair network.
The Mobile Reconditioning Facility (MRF)
Among its most impactful collaborations was a partnership with Safeguard, a leading third-party administrator providing extended warranties through dealership finance offices. With a reputation for quality and safety, the company’s national network powered Safeguard’s wheel protection programs.
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This trust led to multiple OEMs — including Mercedes, BMW, Lexus, Toyota, and Porsche — white-labeling the program, using the company’s systems, equipment, and processes as their own. These achievements wouldn’t have been possible without the proven quality, intellectual property, and national infrastructure the company had built.
The Trend of the Remanufacturing
The remanufacturing process, often referred to as the “reman process,” involves several intricate steps that extend the time required to repair and refinish a wheel. Initially, the tire must be removed, followed by the stripping of the existing paint from the wheel. These preliminary steps, along with the subsequent application of powder coating, dramatically increases the duration of repairs—from a swift 15-30 minutes per wheel in a mobile unit to over 2 hours in a traditional shop setting. This significant increase in time is primarily due to the dismounting of tires, stripping of paint, and the three-layer application of powder coating, each requiring a bake cycle of 20-30 minutes at 400 degrees Fahrenheit.
The transition to using powder coating as the primary method for protecting and enhancing a wheel’s finish offers a robust solution against the elements but introduces considerable costs and logistical challenges. Establishing a facility equipped for high-volume remanufacturing necessitates substantial investment in specialized equipment, including tire machines, balancers, strip tanks, CNC lathes, and powder coating machinery. Costs for setting up a small shop start at around $300,000, with larger operations requiring significantly more. Additionally, the operation of such facilities demands a dedicated fleet of vans and a skilled workforce to manage the logistics of collecting, remanufacturing, and redelivering wheels, often leading to operational costs of $3,000 to $5,000 per month in energy bills alone for shops reliant on all-electric or gas systems. These advancements underscore the evolving nature of wheel remanufacturing, reflecting both its potential for superior quality finishes and the increased resource demands it places on providers.
Join the Wheel Color It™ Revolution
The wheel repair industry is evolving — and fast. As remanufacturing facilities adapt to meet the demand for diamond-cut refinishing and advanced powder coating, the U.S. has become the largest market globally for wheel repair and refinishing. Growth is driven by dealerships (new & pre-owned), collision centers, and consumers focused on maintaining the look and safety of their vehicles.
Yet, traditional reman methods come with long turnaround times and high operating costs. Wheel Color It™ changes that. We’ve reimagined the process to bring state-of-the-art refinishing directly to the customer, eliminating the typical 24–72 hour wait. Our franchise model gives operators the technology, training, and business support to disrupt the outdated norm and deliver fast, high-quality results from a mobile platform.
Industry Innovation, Backed by Experience
With over 24 years of hands-on experience, Wheel Color It™ is at the forefront of innovation in the wheel repair and refinishing industry. We’ve built our reputation by delivering high-performance equipment, advanced coating systems, and mobile solutions designed for today’s fast-paced automotive world.
Our comprehensive approach supports auto dealers, collision centers, tire retailers, and franchise operators with tools that prioritize speed, safety, and consistent results. By continuously evolving our systems and technology, we empower our franchisees to stay ahead in a growing and competitive market.
Advanced Technologies and Market Segmentation
Our marketing strategy caters to both the “do it for me” and “do it ourselves” segments by providing revolutionary technology and comprehensive technician training. One of the standout features of the software operating the diamond-cutting machine is the “Smart Wheel” tracking system. This system accurately records the amount of material removed from the wheel and imprints the information within a QR code that is attached to the repaired wheel. The record can alert the next operator that further machining of the wheel may not be safe. The “Smart Wheel” program, complemented by our “New Bee” mobile wheel straightening system – the only system certified by the Society of Auto Engineers – sets new benchmarks for safety and efficiency.
Rethinking Wheel Refinishing
Historically, the wheel refinishing process involved labor-intensive steps that could take up to 2.5 hours per wheel. Our innovative approach uses Jaytees DTM Powderlock technology, which eliminates the need for tire removal and extensive prep work. This technology not only speeds up the process to just 30 minutes but also matches the durability and aesthetic of traditional powder coating. This shift is set to disrupt the industry, offering faster, safer, and more environmentally friendly refinishing solutions that reduce operational downtime for dealerships, collision shops, and tire stores.
A Future Focused on Efficiency and Sustainability
Wheel Color It™ is dedicated to advancing these innovative solutions, reducing the environmental impact of traditional processes, and enhancing the efficiency of wheel repair services globally. Our partnerships and technological advancements promise a more dynamic and responsive approach to wheel care, driving the industry towards a sustainable future.
Join Us and Drive Change
Joining Wheel Color It™ means more than repairing wheels; it’s about steering a path toward a future of sustainable practices, exceptional service, and industry leadership. Embrace this chance to be part of a leading force in the wheel repair sector, redefining standards and expectations within the industry.