The Drucker Group

For over 60 years Alcoa led the way in aluminum wheels for trucks. Now, they were ready to introduce a new wheel for standard commercial truck operators that would offer fleets new ROI benefits.

After talking to Alcoa product developers and sales personnel, the interviewing process was taken to the road where fleet purchasers, truck dealers, owner/operators and truck manufacturers were all talked to in depth.

• Polished wheels were valued more by image-conscious owner/operators
• At 36-less lbs. per wheel than steel, fleets found the new Alcoa wheel highly advantageous over the long haul
• Fleets realized that the wheel's two-sided polished finish would reduce maintenance and inventory costs
• Everyone liked the fact that this wheel was stronger, too

Under the banner of lighter, brighter, stronger, Alcoa's new message told fleets that they could now equip their rigs with "cool looking" polished wheels that offer many economic benefits.