What Do Consumers Want in a Wheel?
DETROIT, Dec. 15, 2010 - How can automakers utilize styled Steel Wheels to reduce weight and cost and increase profitability? The Wheels Task Force of the American Iron and Steel Institute (AISI), working closely with wheel manufacturers, trim suppliers and car companies, conducted consumer research to answer these questions.
The work has resulted in the development of two lightweight steel wheel concepts – one for passenger cars and one for light trucks. These wheels meet three major objectives:
Study Shows Styled Steel Wheels Shatter Perception
A widely held perception is that consumers prefer aluminum alloy wheels. American Iron and Steel Institute found the opposite to be true. Consumers’ preference of styled Steel Wheels over styled aluminum wheels was a key finding from an independent study conducted by Burke Marketing Research. AISI commissioned the study to survey attitudes of consumers in order to estimate the relative value that steel and aluminum wheels can add to a vehicle.
This market research, combined with data gathered from car companies, has aided the AISI Wheels Task Force in developing a lightweight microalloy steel wheel for passenger cars and another for light trucks. Both alternatives to cast aluminum wheels offer cost and weight savings to OEMs, yet provide the attractive appearance that consumers demand.
Contact:Deanna LorinczSenior Director, CommunicationsSteel Market Development InstituteTel: 248.945.4763