Alcoa’s Dura-Bright technology helps to keep wheels and brakes dirt-free while retaining a polished finish

Leading wheel manufacturer Alcoa has developed an alloy wheel that makes dirt-engrained wheels passé. With Dura-Bright technology, it’s easy to remove dirt and brake dust with minimal cleaning using only water, offering a polished finish that will neither chip nor “yellow” like traditional alloy wheel finishes. The finish will not peel or corrode so the wheel looks good for years. The first European application will be seen on the new Audi A6.

“It was clear that consumers required a new wheel solution that’s durable while retaining a high quality, innovative appearance,” explains Mike Parnell, vice president and general manager, Alcoa Auto Wheels. “By being easy to clean and staying clean longer, Dura-Bright technology wheels enhance a vehicle’s appearance allowing owners to enjoy their vehicle while lowering maintenance efforts.” The technology, proven to last in the tough truck market, will also make resale easier.

All Dura-Bright technology wheels are produced by Alcoa’s forged engineering expertise to provide increased strength and durability gains. A forged wheel also reduces un-sprung weight on a car, maximising the vehicle’s performance, including more responsive steering and braking performance. In comparison to a similar cast aluminium wheel, weight is reduced by over 20 per cent leading to lower CO2 emissions and enhanced fuel economy.