Wheel Pros, a provider of aftermarket vehicle enhancements, announced its rebranding to Hoonigan. The new name embraces the spirit of automotive culture and signifies the Company’s dedication to expanding its impact and fostering passion in the industry, according to Wheel Pros.
As Hoonigan, the Company said it aims to connect with a broader audience of automotive enthusiasts, acknowledging that the industry’s landscape has evolved since its inception.
Hoonigan was originally the brainchild of Ken Block, a visionary and pioneer in the racing world, and this announcement is intended to honour and build upon Block’s significant legacy of leading a trailblazing community driven by a passion for motorsports and the enthusiast community Hoonigan’s new vision statement is: “We provide the passion that keeps dreams in motion.
This signifies a worldwide initiative to bring enhancements to a broad range of consumers, from track enthusiasts to offroad adventurers, the casual commuter and everything in between.
“We are thrilled to embark on this exciting journey as Hoonigan,” said Randy White, CEO of Hoonigan. “This rebranding represents our commitment to embracing the rich heritage of automotive culture and expanding our horizons to welcome a growing community of enthusiasts.
“We look forward to creating meaningful connections, supporting creativity, and pushing the boundaries of what is possible in the automotive industry,” he added.
The Wheel Pros name will remain within the Hoonigan brand family as the Company’s wholesaler channel and will continue to serve the Company’s retailers and dealers. The Company’s subsidiary brands, including throtl and 4 Wheel Parts, will maintain their ongoing operations within their established e-commerce and retail sales channels, preserving the continuity of their services.
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