Wheel Wax is, well, pretty much wax for your wheels. It's a product I started to use after hearing about it on the EuroCCA forums.
Basically it's a wax that goes onto your wheels; it's meant to give the wheels a glossy look and allow it to "reject" brake-dust, dirt, and other grime that ends up splashing on to the wheels whenever we drive. While the wheels will still get dirty, they will be considerably easier to clean.
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Pardon the advertisement-like image there, but it best represents what it can do for the wheels.
I applied them to my factory alloys and they came out a lot more glossy than just using car wash/wheel wash. They are applied the same way you apply wax onto the body of your car - using polishing cloth, spread the product evenly onto the wheels, then buff it off.
I also applied them to my BBS that I got recently (thanks Tom) and have shoved them onto the car - it's been about a week since I've got them on. Brake dust/dirt/etc still gets on to them, but it's unbelievably easy to clean them off again. What used to be some rubbing and car wash is now just a finger smear.
While not a necessity, it sure makes cleaning a lot easier. It's meant to last for a good six weeks, and while it's applicable when it's still on the car, it's definitely a much easier job if the wheels are off the car so as to not break your back. It doesn't take too long, but it sure works out those finger muscles, especially if you own a set of mesh wheels.
At ~$40 for a tub (think of hair gel), it's a small price to pay to keep your wheels looking tops and protecting them from mother nature. I've applied them to two set of wheels, and it still looks fairly full, so a tub can go around a long way.
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