Learn how to become a CalChrome/Marcellino Wheels Dealer.


Thank you for your interest in CalChrome Wheel and Tire, where we strive daily to understand the wheel and tire industry, and work to make it better. After you have reviewed our information provided here, please fill out the New Dealer Inquiry Form. Once you have submitted the inquiry, you will be contacted by one of our Dealer Development Specialists. Thank you again for your interest in CalChrome Wheel and Tire.


Dealer’s showrooms are required to showcase our lines through our branding representation. Specific dealership requirements will vary based on showroom size and product lines carried.

Calchrome Wheel and Tire has store design consultants to help our dealers create a shopping experience for their customers. If you are approved to become a dealer, we will work together to create a design that will support our brand(s) and help you grow your business.

For more information please refer to the Dealer Development Brochure 


What is the process for becoming a dealer?
Complete the New Dealer Inquiry Form. One of our Dealer Development Specialists will contact you shortly.

What are the requirements/initial costs to become a dealer?
Your Dealer Development Specialist will walk you through initial start-up costs. These costs vary based on the product lines desired. Initial start-up costs include service tools, branding, and training.

What credit requirements are needed to become a dealer?
The amount of credit required will be based on the product lines requested. Once your application has been approved, you will be contacted by our lending affiliate calchrome Acceptance, who will determine what is necessary to secure a credit facility with them.

Can I carry other brands?
Potentially, yes. Dealer Development will conduct an analysis of the competitive environment and determine if a multiple brand store is an option in your market.

What CalChrome Wheel and Tire product lines can I carry?
A market analysis will be conducted by our Dealer Development Specialist. We will determine what product lines are available in your particular market.


Based on CalChrome Wheel and Tire’s current capital requirements, a new dealer would need to have at minimum the following requirements: 

  • Resources Value 
  • Working Capital $50,000 
  • Parts, Apparel and Accessories $75,000 
  • Special Tools/Manuals $7,500 
  • Dealer Management System $10,000 – $50,000 
  • Interior Fixtures and Exterior Signage $10,000 
  • Total Minimum Investment $152,500 – $192,500

Each dealership opportunity is unique and you should not rely on the above example in making your decision to become a Calchrome Wheel and Tire dealer.

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