Interview with Norbert Frohner – General Manager, DEZENT Wheels

How did the DEZENT brand start?

DEZENT was founded in 1996 and quickly developed into one of Germany’s leading after market wheel supplier.

Which specific vehicles are the wheels under this brand designed for?

DEZENT covers all brands from Alfa Romeo to Volvo. The brand stands for German quality and covers a broad target group.

What sets this brand apart from the other brands under the ALCAR Group in terms of design and quality?

All ALCAR brands are featuring the same, excellent quality. The DEZENT product range covers wheels measuring 14 inches to 20 inches for passenger and off-road vehicles and light lorries. We exclusively supply the passenger vehicle aftermarket sector. A broad range of designs and applications, coupled with attractive prices, makes DEZENT an all-rounder among ALCAR’s brands.

Could you share with us the technology behind your alloy wheels?

Our Alloy wheels are single casted, then machined and painted. Our alloy wheels are constantly tested to ensure dimensional precision and material homogeneity during production, and robustness and a lack of visible defects post-production. All alloy wheels are examined by Germany´s TÜV certification institute prior to delivery to make sure that they can withstand the highest levels of stress.

Your product portfolio features a number of wheel designs for specific vehicle types and models. Where do you draw inspiration from in conceptualizing these designs?

“There is always room to create something new”. We cannot completely reinvent the design of a wheel. The diversity of existing wheel designs is immense, but as always, there is room to create something entirely new. For example, our car specific design lines (BMW, Mercedes, Audi) are strongly inspired by the individual manufacturer. Often it is a small detail in the car design, which is used by our designers and together with the correct applications those wheels are plug & play (the original bolts can be used) or even ECE (all technical parameters are OE – style) and make the perfect wheel for a specific brand.

Which wheel range under the DEZENT brand is designed for the SUV segment? Could you cite the factors that make this range unique when compared to products from competitors that are also designed for the same segment?

DEZENT TH and TJ are our hot new SUV designs. All are TÜV certified, produced in Germany and with their specific high load weights are capable to fit a wide range of SUV´s. Additionally they are designed to be easy in maintenance. Their spokes are big, with little sockets and therefore easy to clean.

Could you tell us more about the tests that your wheels undergo to ensure their quality?

The renowned and independent German TÜV tests all our wheels, which is regarded as one of the strictest authorities in this field. They not only check the wheel itself but also the possible car applications and define if its plug and play or you have to modify the car. Moreover, TÜV is also monitoring the production quality. Thus, the customers can be sure to get first class quality.

How do you guarantee that your wheel manufacturing techniques are environment-friendly?

We are constantly improving the efficiency of our factory. Moreover, we are recycling the water of our painting facilities, which is used for getting the paint dust down and we have the best filters in the industry to cause only minimal pollution. In addition, our alloy wheels, being as light as possible, help to save fuel when fitted to the customers cars.

What can you say about the automotive wheel market in the Middle East and where do you see this market going within the next five years in the region?

If you look at the global average numbers of people who plan to buy a new car, the Middle East with 45% (Global Average 48%) is pretty much on the spot. According to surveys, for example 30 percent of UAE respondents have more than one car at their disposal. All of that are indications that the Middle East is a fast growing market place and we are very open and active to find representatives for our products in this region.

What makes DEZENT wheels a perfect fit for the climate and customers in the Middle East?

The perfect paint quality makes our wheels 100 per cent UV-resistant and protects them from abrasion through sand or dust. Moreover, DEZENT wheels fit a wide range of German premium cars, which are also very popular in this region. Since our rims are actually tested on the respective car models you can be sure that nothing will break or fail while driving – even when riding a heavy SUV or a big limousine. Last but not least, when talking about prestige, our brand has a long tradition and is exclusively made in Germany.

How do you establish brand awareness for your products? Do you use any special marketing strategy?

We concentrate on e-marketing with a special focus on web shops and configurators to make it both very easy and entertaining for the customers to choose the perfect wheels for their cars.

Do you also face issues concerning counterfeited products? How do you deal with these issues?

Of course, being industry leaders in terms of design, we sometimes have to deal with illegal copies. However, as all our designs are patented, we are very successful in fighting these attempts worldwide.

Could you tell us more about the role that tire pressure monitoring systems (TPMS) play in driving safety, fuel consumption and tire wear?

TPMS help to save fuel and increase safety by helping the customer to monitor and keep the tire pressure at optimum levels. Furthermore, the tire life is extended. We can offer our customers the best database on the market, when it comes to selecting the correct TPMS sensors for a specific car.

Are the legal requirements concerning TPMS only applicable in European countries? Given that you distribute alloy wheels in different parts of the world, do these requirements vary from country to country?

Worldwide, there are different rules when it comes to TPMS and in some countries these systems are compulsory, while in others they are not. Nevertheless, our database covers all sensors and almost all vehicles available. Thus, we can give the customers the perfect advice on all TPMS issues.

How do TPMS systems benefit workshops when it comes to maintenance and service?

TMPS is an additional revenue possibility for the workshops. Since the direct-measuring sensors prevail, nobody can make a willy-nilly online purchase. Tire, wheel and sensor have to fit each other perfectly and this requires competent advice and programming. This can best be provided by ‘real-world’ dealers. Tire dealers should not deem the TPMS Regulation as an extra burden, but as an opportunity to regain lost market share. Dealers who are on the ball and exhibit TPMS competence, however, will gain new customers

What is your advice to car owners buying wheels for the first time?

A special wheel may appeal to you in the catalogue as a single object – but does it also suit your car well? Before placing orders, DEZENT recommends that customers use a graphic online configurator to make sure that the wheel looks nice on your car. We also enable our customers to select different wheel sizes and car colors to get a realistic impression. Moreover, after selecting a specific car model, the configurator does only show technically appropriate wheels and sizes. However, if the desired wheel doesn’t look good on the selected car or just doesn’t fit, don’t be disappointed. You may try dozens of different designs and maybe there is an even better choice you wouldn’t have even noticed, if it is not suggested to you through the configurator (http://www.dezent-wheels.com/445_EN.htm)

Could you share any tips and tricks when it comes to maintenance of the wheels?

It is important to use only products which have been certified by the wheel manufacturers when it comes to maintaining the wheels

What can customers expect from the DEZENT brand this year?

We are offering a variety of new so called ECE certified wheels, which are easy to fit plug and play applications; as well as gunmetal painted new designs.

How do you want the DEZENT brand to be remembered as?

Perfect design, easy to fit and first-class quality