Black Rhino Philippines (Wheel Gallery Inc.) took center stage at the 2025 Manila Auto Salon with the global reveal of its newest advertising campaign—an ambitious collaboration with motorsport lifestyle giant Hoonigan (Wheel Pros). Held at the SMX Convention Center in Pasay City, the launch positioned the Philippines not just as a participant, but as the official starting point of a worldwide branding initiative for Black Rhino Wheels.
At the heart of the campaign is a newly developed Black Rhino livery created at Hoonigan’s Los Angeles headquarters. The striking design carries GPS coordinates pointing to the Philippines, symbolically marking the country as the origin of a series of global builds. Future vehicles dressed in Black Rhino’s signature style will feature their own regional coordinates, forming a map of the brand’s worldwide identity. The move underscores the Philippines’ significance in Black Rhino’s international footprint.
That prominence is no accident. The Philippines remains the top global market for Black Rhino outside the United States, powered by a passionate local community of 4×4, overlanding, and off-road enthusiasts. This loyal following has influenced product development over the years—including the campaign’s featured wheel design, the Black Rhino SOL.
The SOL wheel, used on the 2025 Toyota Tamaraw and Toyota Liteace display units, draws its name from “Sol,” the Spanish word for sun. Its concept, jointly developed by Black Rhino Philippines’ Sam Liuson, Hoonigan General Manager Ryan Gallagher, and Hoonigan Product Director for Wheels Eric Greiving, pays direct homage to the golden sun on the Philippine flag. The design embeds national pride into each unit, elevating the wheel from a functional component to a statement of identity.
A crowd favorite at the show was the 2025 Toyota Tamaraw build, produced by Wheel Gallery Inc. in partnership with Atoy Customs. Drawing inspiration from the late Ken Block’s legendary Hoonitruck, the Tamaraw channels the aggressive stance and motorsport energy of the original while adding a distinct Filipino voice. More than a tribute, the build represents how global automotive culture continues to influence and be reinterpreted by Filipino builders—showing how local creativity can stand confidently on the international stage.
Hoonigan’s Ryan Gallagher highlighted the depth of the nearly two-decade-long partnership between the two companies, crediting the Philippine team for helping strengthen Black Rhino’s global reach. “The partnership between Black Rhino/Hoonigan and Sam Liuson along with the entire Black Rhino Philippines team has made a tremendous impact on our brand across the globe over the past 18 years. We’re incredibly excited for Wheel Gallery to showcase some of our newest and yet-to-be-released Black Rhino wheel designs in the Philippines,” Gallagher said.
Wheel Gallery Inc., distributor of Black Rhino Wheels in the Philippines, has long been at the forefront of the country’s off-road and aftermarket scene. After more than 20 years of pushing design, engineering, and lifestyle culture, the company continues to play a central role in elevating Filipino automotive passion to an international audience.
Hoonigan, based in Los Angeles, remains one of the world’s most influential automotive lifestyle brands, known for its motorsport innovations, viral builds, and creative storytelling. Its latest collaboration with Black Rhino Philippines marks another chapter in a partnership that blends global creativity with strong local culture—starting once again in Manila.
