Imad Doudar founder of Imaz Wheels and Dackline Sweden
Imad Doudar never planned to become an entrepreneur. In fact, his childhood dream was to become a police officer. But life had a different kind of uniform waiting for him — one smeared with grease and the scent of burning rubber. Before applying to the police academy, he agreed to help out his uncle for a few months at a small tire shop in Helsingborg. That temporary detour became a life-changing journey.
What started as a short stint turned into a full-time career. Imad discovered a passion for the wheel and tire industry, and his entrepreneurial instincts quickly kicked in. Over time, the modest workshop that could barely fit three cars began to grow — both in size and ambition.
In 2013, Imad launched Imaz Wheels, a brand focused on premium, stylish alloy wheels that would soon take the Swedish automotive aftermarket by storm. What began as a niche side project under his company Däckline is now one of the fastest-growing wheel brands in Sweden. The brand is known for combining modern design with technical excellence, and customers praise Imaz for its perfect fitment, bold styling, and high-quality manufacturing.
Today, Däckline operates two physical locations in Helsingborg and a state-of-the-art tire workshop. But its real dominance lies in e-commerce. Thanks to strategic digital growth and strong partnerships with resellers, Imaz Wheels has become a top online destination for automotive enthusiasts looking to upgrade their rides.
“We generate a lot of traffic together with our partners, If someone had told me 20 years ago that I’d be selling wheels across Scandinavia, I wouldn’t have believed them.” Imad says.
And that’s exactly what’s happening. What started as a local venture has begun expanding into other Nordic countries, with customers in Denmark, Norway, and Finland now discovering the Imaz name. The growth isn’t just fast — it’s strategic, supported by top-tier logistics, a passionate team, and cutting-edge technology.
Imad’s background as a certified CNC machine operator brings an added technical edge to the business. His attention to detail, paired with industry knowledge and a deep understanding of customer needs, has helped Imaz stand out in a competitive market.
Under his leadership, Däckline has become a proud member of SDAB (Swedish Tire and Rim Association), ensuring they stay aligned with industry standards and innovations. The company is also actively involved in CSR initiatives, with a mission focused on safety, sustainability, and unmatched service quality.
From humble beginnings in Helsingborg to becoming a trendsetter in Nordic automotive design — Imad Doudar’s journey is a reminder that sometimes, the best roads are the ones we didn’t plan to take.
