From 2011-16, I was tasked with designing + engineering all ADV.1 wheels. I also developed the company’s internal processes and standards. During that time sales grew from $250K to over $1M / month.
Building a Luxury Brand
My work with ADV.1 Wheels started while I was employed with the company who manufactured their wheels, MHT Wheels, in California. From there I was recruited to ADV.1 as head designer and engineer.
Design & Engineering
Right away I updated the company’s 6 initial designs and designed 9 new styles. I also developed 2 new wheel configurations, now commonly found in the industry.
(More on that in the last section, below.)
When I joined ADV.1, the company was quickly becoming one of the most famous wheel brands in the world. However, design standards did not exist, and lead times were about 6 months. I was juggling design, engineering, production, and new development, while catching up on a large order backlog.
One of my solutions was to revamp the design catalog, creating design families: a series of designs with different overall shapes, but consistent parameters and details. This simultaneously created a consistent brand language and decreased turnaround time for orders.
Lead times went from 6 months to 3-6 weeks.
Processes & Standards
Simplifying the engineering process was also paramount to decreased lead times. I created the company’s engineering standards and workflow, while putting together and training new team members in the production process.
PROCESS & STANDARDS DEVELOPMENT
- Created design families for consistent brand design language
- Assisted the production department by creating production drawing CAD standards
- Simplified drawing standards by eliminating legacy drawing features
- Developed reusable programs via pre-determined feature blocks
- Pre-engineered face views
- Created semi-custom profiles
Over the next five years, I designed and engineered several other products, including two entirely new wheel configurations:
MV2 / MONOBLOCK VERSION 2
The MV2 fuses a monoblock style outer with a standard step lip inner barrel. This configuration offers Monoblock looks and drivability, with modular flexibility and efficiencies.
- Wider range of sizes and profiles
- Optimized fitments and almost universal car compatibility
- Significant decrease in supply complexity
TRACKSPEC / EXTENDED SPOKE 3-PIECE
The Trackspec configuration uses a center similar to traditional 3-piece step lip wheel, but extends the ends of the spokes all the way to the rim, for a longer, floating spoke effect.
- Uses traditional modular construction, yet looks like a larger wheel
- Leverages existing parts + forgings
- Enables unique stylistic details not possible with traditional offerings
MV2 and Trackspec wheels from 18-22″ diameter can be created using a total of 9 forgings. To do the same with traditional 3-piece and Monoblock wheels would require more than 50 unique forgings.