Custom Wheel Finish Intro Series, Part III – Midnight ICE™
Whether you own a BMW, Lexus, Infiniti or other luxury vehicle, you want that vehicle to look stunning and distinguish you at every turn. Today, more luxury car and SUV owners than ever are embracing custom wheel finishes as the ideal way to personalize their vehicle and reflect the special qualities that define their own selves.
At Wheel Craft, understand the undeniable appeal of PVD chrome wheels and black wheels for cars. That’s why we focus on one thing, and one thing only: Delivering the highest quality, most beautiful and most durable hand-crafted finishes for BMW, Lexus, Infiniti and other luxury-brand original equipment (OE) factory wheels.
Wheel Craft’s proprietary, next-gen finishes are gorgeous in appearance and texture—and their advanced protective properties offer unrivaled durability to ensure beauty and performance for years to come.
So, which ICE finish could you envision for your luxury vehicle? To highlight our beautiful finishes, we’re pleased to present part III in our Wheel Intro Series, which describes each finish and includes pictures of it on luxury vehicle wheels. In Part III, we’re profiling Midnight ICE™ black wheel finish.
Combining the magic of reflective black and undeniable appeal of a custom wheel finish, Wheel Craft’s Midnight ICE ensures you’ll Arrive in Style—day, night or anytime in between. Bold and beautiful, Midnight ICE distinguishes you at every turn.
Traditional PVD chrome providers, as well as powder coat companies, use thick coatings (sometimes as thick as a penny) which are simply layered onto wheels. The wheels themselves are “roughed up” a bit to make adhesion of the first layer of coating possible—and it takes a lot of coating material to achieve an acceptably smooth surface. Consequently, the thickness of that coating, combined with the fact that it sits atop the wheel (and doesn’t truly bond with it), makes these types of coatings much more susceptible to chipping and peeling.
You might think that a thick coating is stronger and more durable than an ultra-thin finish. In reality, the exact opposite is true.
Midnight ICE ultra-thin film finish technology connects with the fiber of the underlying alloy; it ties right to it, as opposed to a coating that merely sits on it. Moreover, Wheel Craft’s Midnight ICE finish is no thicker than a piece of paper, which creates an inseparable bond across the entire surface of the wheel. This protective glove provides ultimate protection from:
- Brake dust burns
- Alloy wheel corrosion
- Car wash chemicals
- Seasonal street chemicals and salt
At Wheel Craft, we set the standard for OE wheel finishes. The proprietary process of applying Black ICE and our other premier ICE finishes meets the exacting standards of durability, color and gloss our customers expect for their luxury wheels.
Not only does ICE deliver the most vibrant COLOR in the market, we scientifically match our color to guarantee consistency with every wheel we finish, delivering quality and perfection to our customers. You’ll experience wheels that look new, fresh, beautiful, sharp—and distinguish you wherever your journey leads.
Then there’s gloss. The gloss of Black ICE and other ICE finishes is the result of deep craftsmanship and extensive labor perfecting the wheel surface prior to applying our finish. Wheel Craft sets the standard for reflectivity in the automotive market— the geometry of your wheels will be more vibrant and accentuated by a finish that is scientifically measured to be 80 percent as reflective as a mirror. The reflective illumination we achieve for you is simply unmatched.
Additionally, our thin film finish results in a more vibrant color on your alloy wheels. Thick coatings “mute” the intensity of the color—yet, Wheel Craft’s ultra-thin reflective properties bring out the richness of color that your luxury vehicle deserves!
We hope this blog helps you understand how Midnight ICE delivers the black wheel / rim look you want for your vehicle. If you’re looking to Arrive in Style wherever the road takes you, contact us for more information on our custom wheel and rim finishes for factory-installed luxury car wheels. For dealers, we welcome the opportunity to discuss how Wheel Craft can deepen customer loyalty and drive unit sales, productivity, revenue and CSI.
Please contact Wheel Craft at 833.639.4231 or email Ed Hollinshead, company President