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SEMA 2008: The Most Expensive Rims Ever Page 2


2008 SEMA

2008 SEMA

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Ron Baugh of WTW Corporation (the manufacturer of six wheel brands including Giovanna) pointed out that there is a new industry push to customize wheel finishes. He pointed out three wheels of the same design (the GMG Hampton listing at $12,000 for a set of wheels and tires) that take on dramatically different looks depending on their coloring. Baugh notes that customers like the option of customizing their wheels to match their vehicle. As we saw throughout SEMA's South Hall, some of the results were better than others.

2008 SEMA

2008 SEMA

Enlarge Photo

Prices for big wheels are also coming down because low-cost manufacturers are entering the market. Several booths offered 24-inch rims for retail prices of approximately $2,000 per set (plus tires). This is approximately one-third the cost of most major brands. With the Chinese and Indians getting into the wheel production business, the existing manufacturers better be prepared to defend their territory if they want to keep those exotic cars in their booths come next year. It's the way of capitalism…

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