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Dorman Announces Release Of Direct-Fit Steel Replacement Wheels

The product introduction gives retail consumers and service technicians a new option in a market largely under-served through limited lines carried by aftermarket collision and tire shops and online retailers, according to the company.

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COLMAR, Pa. — Dorman Products has released a line of direct-fit steel replacement wheels. Dorman’s product introduction gives retail consumers and service technicians a new option in a market largely under-served through limited lines carried by aftermarket collision and tire shops and online retailers, according to the company.

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“We’re excited to be able to offer consumers a new replacement alternative that provides an exact match to the original equipment manufacturer (OEM),” said Jim Lucas, director of new product development for Dorman. “With some current aftermarket alternatives, variations in the size of the wheel face leave consumers unable to use their original wheel covers, forcing them to buy replacements due to an improper fit with the wheel. Dorman’s line of steel wheels is guaranteed to provide a direct fit replacement, eliminating that sizing problem and avoiding the possibility of mismatching wheels.”

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Replacement steel wheels represent a large business opportunity, with consumers estimated to spend more than $30 million a year to replace damaged wheels resulting from curb and pothole damage and collisions. Dorman’s coverage begins with an initial launch featuring 18 of the most in-demand applications this month, covering more than 8 million vehicle applications. In the near future, Dorman says it will broaden this line with more application coverage. In addition, Dorman backs its steel wheels with a Limited Lifetime Warranty and performs regular quality checks against manufacturer specifications, according to the company.

For more information, visit www.DormanProducts.com, call 800-523-2492 or sign up for new product alerts through Dorman’s Be-The-First-To-Know Program at www.DormanProducts.com/Signup.

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