Alcoa will soon be introducing black aluminum wheels to the vehicle industry, a Dura-Bright model designed for trucks. If it piques the interest of enough consumers, it’ll be here to stay.
Older generations tend to lean towards the typical silver metals like chrome and steel for their car wheels, but this generation’s young adults are open to new things. Looking to the latter fact, Alcoa has developed their popular Dura-Bright Evo wheel in a sleek black tone. When the sample wheels were displayed at a truck show, many people saw them and grew curious.
This new wheel is created by treating the aluminum with absorptive black material that blends with the first couple layers of the metal. Cutting the wheel open would reveal a tiny layer of the black substance encircling regular silver aluminum. It functions the same way the standard Dura-Bright wheel that came before it does, meaning the only difference between the two is the resulting visual effect.
One benefit aluminum offers that steel doesn’t is its ability to maintain shape and quality. Steel often needs maintenance to prevent scratches and molecular decay. Alcoa’s online questionnaire leaves out steel and only the two versions of its Dura-Bright wheels. Results vary depending on age group, as expected.
Alcoa’s plan may not work out, but it’s too early to tell. The company could have a great deal of luck if the younger generation takes an interest in stylizing their cars.