Premium products revamp helps TWS franchisees increase margins

Franchisees of premium alloy refurbisher The Wheel Specialist are about to be cleaning up - literally and financially - with a highly profitable new range of exclusive aftercare products.

The company has spent almost two years developing the products with a brand partner that Jack Murphy, The Wheel Specialists’s Managing Director, says stood out a mile from the competition.

“Our previous products were good, but not as good as these, and we know our franchisees will be proud to get behind them.

“We scoured the industry for the supplier that could provide us with the very finest products for our market and, ultimately, one supplier rose head and shoulders above the rest.

“That brand partner has been instrumental in the process and came up with three products that are sexy enough to complement our brand and are outstandingly good at doing what it says on the tin.”

The three products being launched in November are Wheel Clean, Wheel Protect, and Tyre Dress, all aimed at car-proud customers who trust The Wheel Specialist to restore or transform their expensive alloys.

Wheel Protect is a spray-on ceramic sealant that gives even better protection to ceramic wheel coatings, makes them even more hydrophobic, and offers up to six months’ protection from one treatment.

Wheel Clean is a thick gel that dissolves brake dust, road grime and dirt and turns purple while it’s working to make it easier to use on painted, powder-coated, clear-coated or chrome wheels.

Tyre Dress is a moisturiser for rubber and plastic that protects it and can make it more supple, as well as being dilutable for use in engine bays, on interior plastics, rubber seals and matt tyre finishes.

“We expect a huge demand for our after-car products because drivers who care about their cars enough to have their wheels professionally refurbished or diamond-cut will want to keep them that way,” says Jack.

“They trust us with their wheels, and can trust us that we’ve chosen the perfect products to help them keep their wheels looking fantastic.

“Franchisees using our new marketing materials to make customers aware of the new range are likely to notice a significant boost to their profits.

“That’s not just because the products are so much better, but because we’re absorbing some of the costs at Head Office, enabling our franchisees to enjoy a higher margin on them.”