American Force Wheels began in 1995 as a local Miami wheel manufacturer, building custom wheels for small import and domestic vehicle owners in the South Florida region. At the time, owner Ray Shadravan was focused on sport vehicles, but always kept his eyes on the next big thing, which, in 2003, he decided would be truck wheels. To help the new offering catch on with its desired target market more quickly, Shadravan began to create 3/4-ton and 1-ton truck conversions to showcase their innovative wheel designs. Shadravan hired longtime friend Robert Martell to be the General Manager and help all endeavors for American Force Wheels.
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