Since being rolled out by the Sumerians in around 3500 BC, the wheel has been constantly re-invented, writes Matthew Beecham. Styling flexibility, reduced weight and high quality are just some of the requirements automakers expect from their wheel suppliers today. To enhance wheel appearance, Alcoa has developed Dura-Bright technology, now available for its automotive forged aluminium wheel customers. The first to launch in Europe is Audi on its new A6 model. Alcoa's David Yates puts a good spin on Dura-Bright and how Alcoa Wheel Products is forging a growth business in Europe.