Customizing your ride

Tire rims are the crown jewels of any customized vehicle, but buying a replacement set to spiff up a ride can be fraught with problems, including where to shop, how much to pay and - importantly - how to tell a solid rim from what amounts to a flimsy chrome doughnut. Jared Cohen of Installations Unlimited in Union, N.J., has a few basic tips for consumers looking to replace their cars' wheels, and he should know. He and his brother Adam sell rims and other top custom auto modifications to East Coast A-listers and sports figures as well as casual enthusiasts.

"The first thing consumers should know is that there are what we call one-piece wheels and multi-piece wheels," Cohen says. "The advantage to one-piece wheels is a cheaper price. The disadvantage is that if you mess them up by hitting a pothole or whatever, they're done. With multi-piece wheels, you can replace one of the components if they get damaged. The downside is they're expensive. You're talking $6,000 and up for a set of multi-piece rims."

Those of who aren't rock stars or lottery winners can take heart, though. Cohen says prices for a basic set of custom wheels can be as low as $500. "Size is really the factor," he says. "Some people go too big. Sometimes you'll get the rims on and they'll look like they fit, but when you get a full car of passengers, your tires will start rubbing [against the wheel wells] and rip up the tires, or throw off the car's alignment."

To ensure a set of rims properly fit a given car, Cohen uses what's called a Road Force balancing machine, the use of which he recommends to all serious buyers. "It tests your car like it's on the road, and when you leave the shop, you're 100 percent balanced. A lot of shops aren't going to balance your car's wheels and you really need to do that to be safe on the road, not just when you leave the shop but over time. If you're not balanced, the vehicle can start shaking [at higher] miles per hour."

What about saving a few bucks by shopping for rims over the Internet? "Be careful," Cohen says. "You can get in trouble on the 'Net - sometimes your rims will show up with little dents in them, for example. Do your research and work with reputable lines. I like DVinciUSA.com wheels, and CustomWheelsUnlimited.com is another good one. For three-piece wheels, I like GiovannaWheels.com."

Finally, Cohen says he's learned to be more conservative over the years when selling and installing rims. "Sometimes you think 22-inch wheels and tires will look good," he says, "But 20 inches will look as nice and you won't have issues afterward."

The terrain upon which a car is typically driven should also be considered when shopping for a new set of wheels, experts say. For example, those traversing mountain roads or engaging in stop-and-go city driving should consider buying alloy wheels, which are made of magnesium or an alloy of aluminum. They're lighter, which helps improve steering and speed, and they're also more efficient heat conductors than steel, assisting heat disbursement from a vehicle's brakes and reducing the chances of brake failure. Experts also advise against buying rims that are too heavy for a given vehicle, which can reduce handling and wear out the tires faster.

Cohen stresses that customers need to do their homework before buying. "Don't just show up to the local tire shop and expect the staff to educate you," he says. "Get to a bookstore and pick up some custom magazines and become familiar with the brands."

Matt Edmonds, vice president of South Bend, Ind.-based tirerack.com, offers further hints. "The biggest thing consumers should be aware of when buying rims is to know their vehicles [starting with] the make, model and year," he says. "That should be the first question whoever you're buying from should ask. They'll also need to know if you've done any modifications on the brakes, like installing aftermarket enhancers and if you're going to change your tires as well as your rims. These questions all factor in with making the best consumer choice."

Edmonds, like Cohen, urges buyers to pick reputable wheel stores to work with. "Many times people will tell you a wheel will fit, but it may not have the proper-load carrying ability," says Cohen. "You really need to take your time and buy the right rim the first time so you have no problems down the road."

Edmonds also cautions buyers against buying a used set of replacement wheels. "I'm not saying it's something you should never, ever do, especially if you're on a budget," he says. "But you just don't know what used tires and rims have been through and the seller most doesn't always inform the customer about damage."

Anticipating local weather conditions throughout the year should also come into consideration when buying a set of wheels. "Chrome just doesn't do well in snow and salt," Edmonds says, adding that it's also important to properly maintain those shiny new wheels by using a good non-acidic cleaner. "A dose of common sense will protect your investment," Edmonds says. "You should maintain your wheels just like you maintain the body of your car."