Stamford Sport Wheels Co, Ltd (SSW), a subsidiary of Stamford Tyres Corporation Limited (STCL) that was established in 1995, emerged as a key player in the car alloy wheel manufacturing industry.
SSW Senior Vice President Colin Choo shared that SSW’s modern factory, located in Nonthaburi province, 60km from downtown Bangkok, spans 19,600 square metres. The facility is fully automated and computerised, with each production stage meticulously monitored and controlled.
Since 2004, he continued, the factory started using Tilting Gravity Casing Technology equipped with robotic melt feeders. “We have Flow Forming Machine from 2021. Currently, the production plant could support a capacity of 50,000 wheels and painting capacity of 100,000 wheels per month.”
What sets SSW wheels apart, he pointed out, was the craftsmanship of the Thai workforce that was known for their attention to detail and pride in their work. As a result, the wheels produced at the Thai factory were exceptionally refined with superior surface quality, unlike the products with typically sharper edges from the other factories.
Colin emphasised that to maintain quality, the plant exclusively used its own recycled materials to avoid external sources and ensure complete control over the alloy composition. “Our wheels might bend in an accident but they don’t break easily, demonstrating their durability,” he said.
The factory’s ISO 9001:2015 certification reflects its adherence to international standards for quality and consistency. Other certifications obtained include Eurasian Conformity (EAC) certification, TUV IATF 16949:2016, JWL (Technical Standard for Light Alloy Disc Wheels), JWL-T (Technical Standard for Light Alloy Truck and Bus Disc Wheels) and being certified by VIA (Vehicle Inspection Association, Japan).
Each rim is said to undergo 100-per cent X-ray inspection to detect internal flaws, defects and porosity. Additionally, SSW’s aluminium wheels are heat-treated at 550°C, a process often skipped by other manufacturers due to cost. This treatment enhances the wheels’ mechanical properties, strength and precision to underscore the company’s commitment to quality and safety.
In-House Design Team
Another standout feature is SSW’s in-house design team that creates unique and diverse wheel styling. The company boasts more than 500 designs to cater to cars, SUVs and light trucks, with sizes ranging from 13-inch to 26-inch. Its collection includes eco-friendly models, racing styles, specialised off-road options and high-end custom alloy wheels.
Colin explained that wheel manufacturing, a business with more than 100 years of history, was largely traditional. The key differentiator was whether manufacturers used recycled materials or sourced them externally. SSW took pride in using top-quality aluminium ingot — A356.2 — in its production.
Regarding SSW’s market, Colin said it was divided into three segments: 30 per cent domestic sales, one-third from Southeast Asia (primarily Singapore, Thailand and Indonesia) and the remaining third from Europe, with Germany as the largest market, followed by the Netherlands and Poland. He emphasised Malaysia’s importance as a key market due to its large passenger car market, which recently surpassed Thailand in car sales. Recognising the market potential, SSW offered a wide range of designs tailored to passenger cars.
To stay ahead, Colin stressed the importance of staying attuned to market trends. SSW gathered insights from three main sources: customer feedback that provided valuable information on preferences such as rim styles and colours, car types and road conditions; market trends observed at motor shows in Japan, Europe and the regional market; and inspiration from competitors by analysing leading brands and rim designs to ensure SSW remained competitive.
Given the popularity of Japanese cars in Southeast Asia, he revealed that SSW often modified Japanese designs and colours to better suit local preferences and ensured the company offerings were relevant and appealing to the market.
Meeting End-Users Needs
Colin stated that navigating the complexities of today’s market was no small feat, with challenges arising from diverse consumer preferences and currency fluctuations. The industry faced significant oversupply that put pressure on factories worldwide to lower prices to maintain capacity. However, in an environment where everyone was dropping prices, SSW took a different approach. “We set ourselves apart by focusing on superior quality, production flexibility and the speed at which we deliver to customers. This ensures that our clients could minimise stock holdings, offering them a competitive edge in an unpredictable market.”
Looking ahead, SSW is committed on maintaining its edge in an increasingly competitive industry by continuously innovating and refining its product offerings. Colin said the company recognised the importance of not only meeting customer needs but also anticipating and fulfilling the desires of end-users.
“SSW aims to create demand directly from end-users by offering unique and appealing designs that resonate with their preferences. To achieve this, the company plans to implement more effective marketing strategies that not only match but exceed the efforts of its competitors. By staying attuned to market trends and pushing the boundaries of design innovation, SSW intends to maintain its relevance and secure its position as a leader in the alloy rims industry,” he concluded.