BLOG

Wheel Intro Series, Part I – Bright ICE™

Bright ICE Wheel SeriesAt Wheel Craft, 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 our Wheel Intro Series, which describes each finish and includes pictures of it on luxury vehicle wheels. In Part I, we’re profiling Bright ICE.

Wheel Craft’s Bright ICE custom wheel finish is scientifically formulated with advanced technology to give “traditionalists” the classic custom chrome, silver rim wheel look of 1960s chrome, without all the headaches. Remember…

…It’s NOT CHROME…It’s ICE.

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.

Bright 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 Bright 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 Bright 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 Bright 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.

We hope this blog helps you understand how Bright ICE delivers the classic PVD custom chrome, silver rim wheel look of 1960s chrome, without all the headaches. 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 at EHollinshead@WheelCraft.com.

Topics: Wheel Craft Wheel Series

Recent Posts

How Intuitive Bias Impacts Car and Custom Wheel Finish Buying Processes

Custom Wheel Finishes: How Wheel Craft’s Wheel Exchange Works, and Why We Do It

What is PVD? Understanding the Application Process That Produces the Finest Custom Wheel Finishes

How Repetition of Process Benefits Wheel Craft Customers and Dealerships Alike

Embracing Continual Improvement Separates Wheel Craft – Here’s Why