08/13/2026
NewGen Performance Wheels is officially joining the Variant Alloy Wheels family. Two distinct brands, built for different segments of the automotive world, are now coming together under one shared commitment: creating exceptional custom wheels for exceptional vehicles.
NewGen was built from a genuine passion for classic trucks, hot rods, restomods, and custom American vehicles. Under John’s leadership, the brand developed a loyal following by offering wheel designs that blend timeless styling with modern performance and fitment.
This acquisition brings NewGen’s established identity, industry experience, and customer relationships together with Variant’s engineering, manufacturing, finishing, and operational capabilities. John will remain actively involved, helping preserve the vision and relationships that made NewGen what it is today.
Variant will continue pushing forward in the modern performance, exotic, luxury, European, and late-model muscle markets. NewGen will become our dedicated brand for classic trucks, hot rods, restomods, and timeless American builds. Each brand will retain its own identity, designs, and audience.
With the support and infrastructure of Variant Alloy Wheels, NewGen is positioned to offer expanded design options, greater customization, improved fitment development, and a stronger overall customer experience. This partnership gives NewGen the resources to grow without losing the character that built the brand.
This is more than an acquisition—it is the beginning of an exciting new era for both brands. We’re proud of what John has built, honored to carry that legacy forward, and excited to show the automotive world what comes next.
