New Easy Clean Wheels Need Only Water To Stay Shining - Dura-Bright Technology Retains Factory Appearance For Longer

CLEVELAND – November 12, 2008: Leading wheel manufacturer Alcoa has developed an alloy wheel that makes dirt-engrained wheels a thing of the past. With Dura-Bright technology, it is easy to remove dirt and brake dust with minimal cleaning using only water, offering a polished finish that will neither chip, fade or “yellow” like traditional alloy wheel finishes. Penetrating the wheel itself, the unique Dura-Bright technology will not crack, peel nor corrode ensuring that the wheel stays looking good for many years.

“It was clear that consumers required a new wheel solution that is durable while retaining a high quality, innovative appearance,” explains Mike Parnell, Vice President and General Manager – Alcoa Auto Wheels. “By being easy to clean and staying clean longer, Dura-Bright technology wheels enhance a vehicle’s appearance allowing Audi A6 owners to enjoy their vehicle while lowering maintenance efforts.”

The metal treatment technology, proven to last in the tough truck market, will also make life easier for consumers when they come to sell their car. “Black specks and yellowing can ruin the appearance of a car, making it harder to get the best price when selling,” continues Parnell.

“Research tells us that wheel condition is a major consumer concern in customer satisfaction surveys. Corrosion or peeling lacquer is costly and inconvenient, with consumers paying around £200 for their car to be taken off the road for its wheels to be refinished. Dura-Bright gives the added benefit that during ownership it is simple to keep the wheels clean.”

In addition, all Dura-Bright technology wheels are produced by Alcoa’s forged engineering expertise. Alcoa forged aluminium wheels provide increased strength and durability gains and are typically twice as strong as a comparable cast aluminium wheel in crush tests. A forged wheel also reduces un-sprung weight on a car, maximizing vehicle performance, including more responsive steering and braking performance, while reducing weight compared to a similar cast aluminium wheel by over 20 percent. Additionally, CO2 emissions are lowered and fuel economy is enhanced due to the weight reduction.

The first european application will be available in winter 2008 on the new Audi A6. Dura-Bright technology is the latest innovation in aluminium from Alcoa, and follows on from Alcoa’s Sixtieth Anniversary of developing, producing and supplying forged aluminium wheels to the global automotive and commercial vehicle industries. For more information, visit www.strongwheels.com.