Vision Wheel Builds on 50 Years with Two New Brands

LAS VEGAS — Vision Wheel is bringing two new names and three distinct attitudes to the 2026 SEMA Show. Velore, catering to luxury performance vehicles, and Forged Life, designed for the truck builder community, will debut alongside Vision Wheel in Booth 48093 in the South Hall.

The shared booth brings together different expressions of automotive culture, backed by a company that has spent 50 years helping people make their vehicles their own.

Founded in 1976, family-owned Vision Wheel has built its business around the styles, needs and ambitions of automotive enthusiasts. The launch of Velore and Forged Life extends that experience to two sharply defined audiences, with each brand bringing its own voice and point of view.

“A luxury performance owner and a custom truck builder may have very different ideas of the perfect vehicle, but both care deeply about what goes into it,” said John Matthew, CEO of Vision Wheel. “We understand that passion. Velore and Forged Life give us two new ways to serve it. SEMA is where people can get up close and see what each brand is all about.”

Velore: Elegance Meets Performance

Velore speaks to those who appreciate the finer details of luxury performance vehicles. Its diamond-milled finish reflects the brand’s emphasis on craftsmanship and precision, pairing distinctive detail with understated style.

For this audience, the wheel is an essential part of the vehicle’s character. Velore approaches that choice with an emphasis on refined design and performance.

Forged Life: Roll Up. Stand Out.

The all-forged wheel lineup brings a bold, unapologetic attitude rooted in the truck builder community.

From the workweek to the weekend, Forged Life celebrates the people who put as much personality into their trucks as they put work into building them.

Vision: The Experience Behind the Launch

Alongside the two debuts, Vision represents the breadth of the company’s aftermarket heritage, serving enthusiasts across truck, off-road, street and American muscle communities. That experience provides the foundation for a growing brand family, with more ways to connect the right wheel to the person behind the vehicle.

SEMA attendees are invited to visit Booth 48093 in the South Hall to get a first look at Velore and Forged Life, explore Vision’s lineup and meet the team behind all three brands. Dealers and builders can learn more about the new brands and discuss opportunities for their customers and upcoming projects.