These days a nice set of wheels can set you back $15,000. The tires--and car--cost extra. Most drivers are barely aware of their wheels, the metal rims that connect the tires to the axle. Back in the Beach Boys era of muscle cars, some guys stuck fancy hubcaps over their wheels to add a little flash. But in recent years the wheels themselves have been getting dressed up, transforming these ordinary auto parts into urban fashion statements, starting with the hip-hop crowd and spreading to suburbanites who drive SUVs. "They're like jewelry for your car," says an auto executive. Indeed, a set of Lexani's 14-karat gold-plated rims costs $10,000 and comes with a matching necklace.
Popularized by rap artists (Snoop Dogg, Jay-Z, Nelly) and NBA stars (Latrell Sprewell, Shaquille O'Neal, Kobe Bryant), custom wheels come in thousands of eye-catching shapes that resemble everything from the blade of a buzz saw to the barrel of a revolver. Specific models, sold under brand names like Bling Image and AutoCouture, can race in and out of fashion in as little as six months. "People want big chrome one week, silver the next," Don Sabino says of the 10,000 customers at his Rent-A-Wheel chain in the southwestern U.S. But in the oversexed world of auto enthusiasts, size seems to matter most. Five years ago, when 15-in. wheels were the norm for SUVs, custom-wheel makers started cranking out 20-inchers, which today are dwarfed by 22-, 24- and even 26-in. rims that stand a full 9 in. taller than the ones that are standard on a Hummer.
This phenomenon, referred to as "plus sizing" in boardrooms and "big balling" on the street, has pushed U.S. sales of custom wheels up to $3.2 billion last year, from $1.2 billion in 1991, and every company from Toyota to Mattel is trying to get in on the action. Two years after Mattel started licensing miniature rims for its Hot Wheels toy cars, the firm will unveil a line of wheels for real cars. Rimmakers are also expecting a boost from this summer's sequel to the 2001 surprise-hit movie The Fast and the Furious, which opens June 6. Amid all the over-the-top street-racing scenes, there's a dose of reality: one of the main characters (played by singer Tyrese), has spent a few years in the slammer for possessing "hot"--as in stolen--wheels.
Outside Hollywood, wheel-related crimes include rim jacking and, on occasion, even homicide. This spring a college student was fatally shot in Sacramento when he tried to steal one of Dayton's gold-plated low-rider wheels from a machine shop. A police officer in Florida's Broward County was killed in April when he interrupted two men pinching designer rims off a new Cadillac Escalade. Five of these luxury SUVs were stolen in March from a dealer's lot in Laguna Niguel, Calif.; four were found the next day missing only their wheels and tires. The thieves had cherry-picked the Escalades that were decked out with 22-in. custom rims, including some chrome Momos that retail for $8,000 a set.