About Wheel Color It™
Professional Wheel Repair, Refinishing, and Equipment Solutions
At Wheel Color It, we are committed to helping automotive professionals bring wheel repair and refinishing services in-house with the right equipment, products, training, and long-term support.
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 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.
Built Around Quality, Training, and Support
Wheel repair is more than just equipment. It requires the right process, proper training, reliable products, and ongoing support. That is why Wheel Color It focuses on helping customers build a complete system around their business needs.
We offer professional equipment solutions, wheel-specific paint products, workflow guidance, training, and support designed for both shop-based and mobile wheel repair operations.
Whether your goal is to reduce outsourcing, add a new profit center, improve same-day service, or expand an existing wheel repair business, Wheel Color It can help you build the right setup.
Our Equipment Partnership
To provide industry-leading equipment solutions, Wheel Color It partners with trusted equipment manufacturers, including DCR Systems, known for professional alloy wheel repair and refinishing technology. Through this partnership, we are able to offer advanced equipment options for diamond cut wheel repair, preparation, painting, curing, lifting, and workflow efficiency. This allows our customers to access proven equipment while receiving the local support, product knowledge, and business development guidance of Wheel Color It.
Our goal is simple: provide automotive professionals with the tools, systems, and support they need to deliver consistent, high-quality wheel repair results.
Complete Solutions for Wheel Repair Professionals
Wheel Color It provides solutions for every stage of the wheel repair process:
Preparation
Surface preparation equipment including wet blasting and prep booth solutions.
Repair
Diamond cut wheel repair, wheel straightening, lifting, and handling equipment.
Paint & Cure
Automated painting, spray booth, infrared curing, and refinishing systems.
Products & Support
Wheel-specific paint systems, tools, training, technical guidance, and long-term partner support.
Why Wheel Color It
Wheel Color It was created to support the growing demand for professional wheel repair and refinishing services across the automotive industry.
Many dealerships, collision centers, tire stores, and repair shops currently outsource wheel repair to local providers. By bringing these services in-house, businesses can gain greater control over quality, scheduling, turnaround time, and profit margins.
For existing wheel repair companies and service providers, Wheel Color It offers equipment, products, and support to help improve efficiency, expand service capacity, and strengthen their position in the 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.
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.
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 WCI 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.
Our Commitment
Our commitment is to help automotive professionals deliver better wheel repair results with greater efficiency and profitability. We believe in building long-term relationships with our customers by providing professional equipment, quality products, practical training, and dependable support.
At Wheel Color It, we are here to help you improve your wheel repair process, expand your service offering, and create a stronger business opportunity.
Experience the Wheel Color It Difference
Whether you are starting a new wheel repair program, bringing wheel repair in-house, upgrading your current equipment, or expanding into mobile service, Wheel Color It can help you choose the right solution for your business.
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 licensed business model gives operators the technology, training, and business support to disrupt the outdated norm and deliver fast, high-quality results from a mobile platform.
The Wheel Color It™ Difference
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.