Wheel Pros, parent company of brands including Fuel Off-Road, American Racing, KMC, Morimoto, TeraFlex, Rotiform, Black Rhino, and more, is rebranding to Hoonigan, effective immediately, the company announced.
Wheel Pros previously merged with the Hoonigan brand in 2021.
According to the announcement, the Wheel Pros brand will remain under the Hoonigan banner as the company’s wholesale channel, and will continue to serve the company’s retailers and dealers.
As Hoonigan, the company aims to connect with a broader audience of automotive enthusiasts, acknowledging that the industry’s landscape has evolved since its inception, company representatives said, and honor and build upon founder Ken Block’s legacy.
“We are thrilled to embark on this exciting journey as Hoonigan,” said Randy White, CEO of Hoonigan. “This rebranding represents our commitment to not only embracing the rich heritage of automotive culture but also 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.”
Following the rebranding, Hoonigan will continue developing products for its collection of wheels, tires, suspension, lighting, accessories, and more, the company said.
Additionally, Hoonigans subsidiary brands, including throtl and 4 Wheel Parts, will maintain their ongoing operations within their established eCommerce and retail sales channels, preserving the continuity of their services, the company said.