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Styled Wheel Business Strategy

“The purpose of the AIP-Carlstar project was to develop a strategy that would result in increasing the annual revenue of their Cragar vintage wheel brand,” said Ornelas. “This brand competes in the street rod and custom segment of the automotive styled wheel aftermarket. A styled wheel is a replacement wheel that a consumer would purchase for their vehicle to enhance its look or performance. In most cases, consumers just want to enhance the appearance of their vehicle. In order to increase sales, Carlstar knew that the product portfolio would have to be improved in order to be successful in new segments of the automotive styled wheel aftermarket.”

Their project story >

View team project summary
2016 AIP Team project

Student Team

Aditya Jagannathan–Master of Supply Chain Management

Vaibhav Mishra–Master of Supply Chain Management

Juan Ornelas–EGP (Master of Engineering in Manufacturing)


Project Sponsors

Kent Allen–Marketing Director

Joel Bjerke–Global Procurement Vice President

Ashish Goel–Marketing Executive Vice President


Faculty Advisors

Luis Garcia-Guzman–Lecturer of Industrial and Operations Engineering, College of Engineering

Ariel Shwayder–Lecturer of Business Economics and Public Policy, Ross School of Business

Project Photos

2016 AIP team project