Insurer denying cover for expensive wheels daughter fitted (6)

I haven't cracked this one yet — but the brilliant team at Fifteensquared have:

D (daughter) contained in (fitted) A LLOYS (reference ALLOY wheels made of a steel alloy, usually of aluminium or magnesium, for improved properties such as reduced weight, better heat conductance and a shiny appearance; expensive wheels) excluding (denying) the first letter (cover) A