Producing the World's Most Colorful Wheels

Humans are emotionally wired to be expressive and imaginative. As recent studies found out, people enjoy to co-create and customize the products they buy – and they are willing to pay that monetary extra mile for a personalized product.

Taking this consumer demand into account, we developed the Multi Color Paint Application technology (MCPA) – a precision finishing process where up to six colors of paint can be applied to an aluminum wheel, lending it its very own and distinctive character.