Wheel maker connects with exotic clientele via social media

Reaching potential buyers of custom wheels for exotic cars takes more than buying ads in magazines. Miami-based ADV.1 Wheels is building a business fueled by a social-media approach that includes car-forum interaction, photo shoots and short films on the Internet.

The company launched a Facebook fan page in late March, has received more than 59,000 “likes” and aims for 100,000--at which point ADV.1 Wheels has promised to give away a set of the company’s Trakfunction wheels.

“We really think a key component isn’t being exploited fully,” sales manager Matt Thomas said. “So we have put in a lot of time and resources to maximize that.”

Specializing in forged one- and three-piece wheels for exotics and sports cars, ADV.1 Wheels has grown considerably since it started in January 2010. The privately held company does not release revenue information.

“I’m pretty strict about not doing what you aren’t passionate or [you don’t] know about,” president Jordan Swerdloff said. “The exotic-car market is what we are interested in, and you have to stick with what you know.”

Thomas said it is not unusual for him to spend 10 to 12 hours a day posting on various Internet car forums, tracking leads and promoting the brand with photos.

“We only want to focus our efforts in a real community that we can be a part of,” said Thomas. “While it is time-intensive being a part of those communities, we believe it’s a good use of our time.”

The Internet brought ADV.1 its first international sale.

“That first set was sold to Switzerland from a lead we got from FerrariChat,” Thomas said. “Internationally, we sell to quite a few sheikhs and wealthy individuals. Without the Internet, we wouldn’t have been able to reach them.”

By David Arnouts