No single element can change the look of a car or truck like a set of tires and wheels. Thin or thick sidewalls, tall or small, chrome or painted, steel or aluminum: the combinations are endless. Each can thoroughly alter the appearance and functionality of a vehicle.

At last November's SEMA Show in Las Vegas, a group of enthusiasts taking part in a marketing study (see "First-Ever SEMA Show Enthusiast Opinion Leader Research Program") confirmed the popularity of tire and wheel modifications. Nearly 85% said they'd purchased tires or wheels for their vehicles, and for many they were the first accessory purchases for their car.

Follow this link to read more expert insight into tire and wheel markets and innovations.