Philosophy

It's more than a philosophy. It's more than a carefully scripted mission statement. It is who we are as people. It's what we believe in. It's what motivates us. It's our sense of wrong and right.

We believe there is always a better way. There is always a better way to make products. We will always be able to design better products than we have today. We will be more efficient in the future than we are today. There is always a better way to serve customers. Maybe because our roots are in racing, we know that no matter how fast you are today, you can still go faster. It may be a better part, better tires or a different line into a critical corner. We never stop pushing. We never stop trying to do better tomorrow than what we did today.

We believe that our wheels do more than just make the world more beautiful. We try to do more than just design good looking wheels. We believe that wheels are safety critical products and that they should be engineered to carry the weight of the vehicles that ride on them. This should never be in doubt. We believe that they should fit the vehicle perfectly and that half a millimeter does make a difference. We believe that quality matters. We don't like to compromise because sometimes there is no room for error.

We believe we can make a difference, not because it will help us sell more wheels but because it matters to our customers and to anybody who rides on our products.

At the very core, this is who we are.