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How People Make the Difference in Luxury Custom Wheel Finishes

Wheel Craft Team Blog

There are lots of reasons why customers absolutely love Wheel Craft’s custom ICE wheel finishes for BMW, Lexus and Infiniti original factory wheels. Sure, they’re specially designed for factory wheels, as opposed to aftermarket wheel coatings. Yes, our proprietary, next-gen finishes are gorgeous in appearance and texture. And certainly, their advanced protective properties offer unrivaled durability to ensure beauty and performance for years to come.

But when you get right down to it, it’s the people who make the products we purchase – whether it’s custom wheel finishes or anything else – that really make the difference.

And what a difference they make at Wheel Craft. Our team members have years – often decades – of experience in their respective trades. They truly are craftsmen, and the expertise they demonstrate every day is equaled only by their passion and sense of caring.

Thomas Jones Wheel Craft

We have special folks here at Wheel Craft, so we’re using this blog as a vehicle to showcase them as true difference makers. In this first installment, allow us to introduce you to polishing specialist Thomas Jones.

For the first 20 years of his career, Thomas worked in a wheel polishing booth, where he stood for eight hours per day, every day, polishing wheels. Ask anyone in our business, and they’ll agree—it’s a dirty, demanding job, but it must be done right every time.

Eventually, Thomas made his way to Wheel Craft. Lucky for us and our customers that he did, for no one is more adept at wheel polishing than Thomas. He knows precisely how to polish a wheel; how to get the waves out of it; how much of the surface of the substrate he can remove without compromising the wheel’s structural integrity; how to examine a wheel and know exactly how it needs to be polished. At Wheel Craft, we apply custom ICE finishes to multiple wheel types, so the application process is anything but one-size-fits-all. Thomas, with his decades of experience and craftsman flair, knows exactly how to make each wheel look perfect, whether it’s correcting cosmetic damage from curb rash, or if a complicated coating currently on the wheel needs to be stripped off.

With engagement and advancement being an enterprise-wide priority of ours, we gave Thomas an opportunity to step up and assume substantial project leadership responsibilities. Today, he serves as the product lead in our Prep Department. Yet, even with his unrivaled experience and expertise, Thomas remains willing and eager to learn. Every day, we challenge him to perform his craft and strive to exceed our high standards through different means—whether it’s utilizing different grades of papers, different grades of spinners and polishing tools or employing other techniques. Whatever it may be, we encourage Thomas – and everyone else on our team – to think and act outside the box in an effort to continually improve and excel. 

We hope this blog helps you understand how important the people of Wheel Craft are to ensuring a quality custom wheel finish for your BMW, Lexus, Infiniti or other luxury 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.

Topics: Wheel Coating, Custom Wheel Finishes, Wheel Craft Team

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