COMPANY

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OUR COMPANY

Hoonigan Group represents the union of two powerhouse brands, Hoonigan and Wheel Pros, redefining the automotive aftermarket industry with a shared vision to empower enthusiasts and businesses. By combining lifestyle-driven media and merchandise from Hoonigan with the high-performance manufacturing and distribution expertise of Wheel Pros, we deliver premium products and engaging content to a global audience.

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OUR HISTORY

We’ve been living life in the fast lane for over 30 years. From groundbreaking designs to bold expansions, take a look at the milestones that have driven us to become a leader in the automotive aftermarket industry.

Origins and Early Growth

From its founding in 1995 [by Randy White and Jody Groce], Wheel Pros has set itself apart in the aftermarket wheel industry through innovative design and craftsmanship. In the years following its founding, the company quickly established its foothold in the U.S. market and began to scale its operations as it developed into a leading brand.

1995-2000

Strategic Expansion

In the early 2000s, Wheel Pros shifted its focus to engineering and manufacturing proprietary brands and designs, cementing its reputation for bold style and reliable craftsmanship. Through strategic investments, product excellence, and key acquisitions, including KMC and XD Wheels, Wheel Pros solidified its presence as the premier player in the U.S. aftermarket auto industry. This period was marked by significant market expansion, advancing Wheel Pros’ mission to connect with automotive communities worldwide by offering wheels that balanced performance, durability, and aesthetics.

2000-2010

Diversification and Market Leadership

The 2010s marked a defining era as Wheel Pros transformed into a global leader, with innovation and customer-first thinking at its core. The company strategically acquired iconic brands such as American Force and ReadyLift, while continuing to invest in new product lines, advanced manufacturing capabilities, and its worldwide logistics network. This relentless focus on growth and quality established Wheel Pros as an undeniable leader in the aftermarket space.

2010-2020

Transition to Hoonigan Group

Wheel Pros’ acquisition of Hoonigan in 2021 marked a turning point that redefined the company’s future. With new energy and leading product offerings, the company expanded its reach into lifestyle-driven content, curated automotive parts, and immersive customer experiences. In 2023, Wheel Pros officially became Hoonigan Group, uniting its brands under a shared vision: to inspire and empower the global automotive community. This transformation represented the company’s evolution into a brand that blends media, merchandise, and premium products to create unmatched value for enthusiasts.

2021-2023

Looking Ahead

Hoonigan Group’s journey continues with an unwavering focus on innovation, community engagement, and leadership in the automotive aftermarket industry. From delivering premium products to fostering a global community of enthusiasts, Hoonigan Group is committed to pushing boundaries and driving the future of automotive culture forward.

2024 and Beyond

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WHO WE ARE

From wheels and tires to lifestyle-driven content, we’re passionate about helping enthusiasts turn their automotive dreams into reality. At Hoonigan Group, we exist to fuel the drive that makes this community so unique.

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OUR MISSION

Hoonigan Group’s mission is to empower automotive enthusiasts by delivering innovative products, seamless service, and engaging content across two powerhouse brands: Hoonigan, and Wheel Pros.

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OUR VISION

Hoonigan Group is redefining the automotive aftermarket industry by bridging the gap between bold creativity, best-in-class engineering and products, and an authentic, enthusiast-driven approach. 

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OUR VALUES

Everything we do is driven by our four pillars of success.

Quality

We pride ourselves on a commitment to quality, providing industry leading products and engineering across our brands that enthusiasts can trust

Authenticity

We understand enthusiasts because we share their passions. Our brands are foundations for authentic connections, allowing enthusiasts everywhere to unleash our creativity and passion for automotive culture from the streets to the stands

Innovation

We’re committed to pushing boundaries – consistently innovating to deliver cutting-edge products across all our brands

Collaboration

We work together to bring enthusiasts the curated parts and accessories, top-notch services and distribution, and engaging content to drive their passions forward
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ENVIRONMENTAL, SOCIAL,
AND GOVERNANCE

Explore how we’re driving sustainability, fostering ethical practices, and creating a lasting positive impact on the automotive industry and beyond.

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SUSTAINABLE
PERFORMANCE

We design products that enhance performance while minimizing environmental impact. Through efficient manufacturing, quality materials, and a responsible supply chain, we’re driving towards a more sustainable future. 

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GLOBAL STANDARDS,
LOCAL IMPACT

Our processes align with the UN Global Compact and ISO Certifications, ensuring sustainable practices across our supply chain. We partner only with those who share our commitment to ethical and environmentally responsible operations. 

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ENERGY AND WASTE INNOVATION

From reducing our carbon footprint to recycling aluminum and cardboard, we’re innovating to cut waste and emissions. Our goal: achieve Zero Waste by 2030 while exploring renewable energy and electric equipment solutions.

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FAIR AND RESPECTFUL WORKPLACES

We uphold dignity, respect, and fair treatment for all employees and partners. Hoonigan Group demands the same commitment to ethical standards throughout our supply chain.

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COMMITMENT IN ACTION

Our Environmental Management System ensures compliance, efficiency, and ongoing improvement. Through dedicated training, employees play a key role in preserving the environment and maintaining workplace safety.