Images appear to glow from the wheels of your car through a process known as “persistence of vision”. As the unit rotates, the LEDs transmit thousands of light pulses every millisecond which in turn produces whatever image the user has programmed the unit to display.BBC Top Gear’s Jeremy Clarkson called it “Witchcraft” but in actual fact it’s just science and technology creating an awesome new styling accessory for your car!

Each unit is securely attached to the centre of the wheel and can only be removed using a special allen key. Powered by slim 3V batteries, the circuitry “learns” its position on the wheel at all times using IR (infra red) emittors and receivers and a reflective strip which is attached easily to the brake calliper. This allows TireTagz to create the illusion of an image remaining static within the wheel even when it is rotating at high speeds.