...wheels have been getting dressed up, transforming these ordinary auto parts into urban fashion statements, starting with the hip-hop crowd and spreading to suburbanites who drive SUVs.

Powerlock International has introduced Wheel Safe, a wireless electronic security system that protects custom wheels. Wheel Safe fits on your key chain and sends a signal to lock the wheels, tires and the custom rims, preventing theft.

U.S. sales of custom wheels were up to $4.5 billion in 2005. Time Magazine noted that the sales from the custom rim phenomenon are "fast and furious (see story) ... wheels have been getting dressed up, transforming these ordinary auto parts into urban fashion statements, starting with the hip-hop crowd and spreading to suburbanites who drive SUVs."

Powerlock will start distribution of Wheel Safe in the greater Los Angeles area with the intention to expand by the end of 2007.

Rick Fass, president of Powerlock, said, "Rim theft is a major problem. We felt the urgent need to be the first to market with this very important product that protects one of the fastest growing industries in our country."

Dog The Bounty Hunter, the star of A&E's No. 1-rated reality television show and noted patriot, is the spokesperson for Powerlock's Wheel Safe product line. Dog filmed a 30-second video news release which is currently running on national cable news stations.

The Wheel Safe anti-theft device features a wireless electronic sensor mounted on each wheel. This sensor is similar to a traditional wheel balance weight. The actual device is mounted underneath the vehicle's dashboard. If any wheel is removed from its hub, or tampered with, an integrated siren will sound. Wheel Safe plans to integrate an alert to the owner via text message on his cell phone in real time.