Coats launches brand refresh
The Coats Company has revealed its new brand positioning, identity reflecting its focus creating high performing repair and tire shops.
Coats' brand purpose is to "keep people moving and technology turning" which it delivers through its full shop portfolio. These systems aim to help shop owners with revenue, technician satisfaction, and productivity through tire changers, wheel balancers and aligners, lifts, inspection technologies, and more. Shop owners also have accessto scheduled service and as-needed repairs, and access to OEM parts designed to the specifications of Coats systems.
In this rebrand, Coats has aligned its product and service portfolio branding based on the way high performing repair shops actually buy and operate. The new structure aims to simplify product segments and groups them by need and application. These groupings include:
- Pro Series — Diagnostics that Drive the Work: The diagnostic systems shops need including wheel balancers, aligners, and vehicle inspection systems that identify and correct imbalances, alignments, and tread depth.
- Maxx Series — Built Tough for the Bay: Technologies like lifts and tire changers that techs need.
- Coats Connect — Service Behind the Systems: Provides access to OEM parts, and hands-on and remote coaching for Coats systems and tools. Coats Service Network gives technicians access to factory-trained techs and product support pros, and centralized management from call to completion.
What people are saying
“The new Coats brand represents our commitment to providing a full-shop technology portfolio designed and built in the U.S. and serviced locally by our factory-trained service technicians,” said Mauricio Santorini, CEO of Coats. “Our new brand is the result of deep collaboration and strategic vision, built to authentically reflect who we are and the value we strive to bring to customers every day.”
“Shops have enough on their plate—tight timelines, new techs, vendor overload, and the constant pressure to keep the bay moving. Coats gets it,” said Ben Pryor, vice president of commercial for Coats. ”We’re cutting through the noise with a brand built around what matters most: tech that works, service that performs, and people who know how shops work. Whether you’re running a single shop or managing multiple locations, Coats promises to keep work flowing.”
More from Coats
The Coats 10K Low Rise Pad Lift offers a compact footprint and low-rise profile that collapses to 4" and lifts vehicles up to 21.4".
The Coats CWA6000 3D Wheel Aligner is ideal for shops interested in starting to perform alignments and includes all of the needed basic accessories, including a set of four traditional clamps, a brake depressor, four black diamond mini targets, wheel chucks, and a steering wheel holder.
The Coats HD Truck Kit for 50mm Shaft features a pin plate system with multiple pin head types and is designed to enhance adaptability for a wide range of wheels.