Coats launches rebranded Maxx Lift line

Coats has launched the rebranded Maxx Lift line, aiming to give shops a clearer way to choose tire lifts for the applications they need. 

This rebrand is the first product line refresh under the new Coats brand platform introduced last year. With the refresh, Coats hopes to bring greater visibility to the Maxx Lifts portfolio.

Maxx Lifts will follow a simplified naming convention by lift family:

• N2 Series: Two-post lifts
  • 16,000-lb and 20,000-lb capacities (Maxx Heavy Duty Two Post Lifts); 10,000-lb capacity (Maxx N²10 Two Post Lifts); and 12,000-lb capacity (Maxx N²12 Two Post Lifts)
  • Powered by USA-made Bucher pump and motor built to deliver reliable hydraulic pressure
  • Flexmetric models allow technicians to lift asymmetrically or symmetrically, while included adapters help shops handle a wide range of cars and light trucks
• N4 Series: Four-post lifts
  • Camber Neutral Technology: Keeps the lift level, with carriage bearings that can be adjusted
  • Extra Z-shaped rail inside both runways that prevent warping and brings additional stability
  • 15,000-lb and 19,000-lb capacities (Maxx Alignment Four Post Lifts); 15,000-lb, 19,000-lb, 30,000-lb, and 33,000-lb capacities (Maxx Service Four Post Lifts)
• NS Series: Scissor lifts
  • 12,000-lb, 14,000-lb, and 16,000-lb capacities
  • Self-leveling flush mounted or surface mounted drive-on lifts designed for 3D wheel alignments
  • Z-rail double-wall design
  • Electronic leveling system continuously monitors how level the lift runways are and actively adjusts

This updated structure is designed to make lift type, capacity, and configuration easier to understand across sales and marketing, but doesn't affect existing part numbers. Additional naming indicators help identify key configurations, including symmetric models, alignment or service applications, extended models, and open- or closed-front four-post options.

As well as the updated naming system, Coats plans to invest further in people, tools, and training. The goal with this is to make the lift buying process consultative, matching shops with the proper lift for their specific shop needs. 

A word from Coats

“Many shops know Coats first for tire changers and wheel balancers, but lifts are a critical part of that same workflow,” said Kevin Keefe, director of marketing at Coats. “The Maxx Lift rebrand helps us make that connection clearer. Shops can now look to Coats for a more complete bay setup, with lift options that are easier to understand, easier to specify and built for the pace of different shops’ needs.”

“A lift is a major decision for any shop, and it has to fit the way that shop actually works,” Keefe said. “That is why we are investing not only in the Maxx Lift product line, but also in the training, tools and sales support behind it. We want every customer conversation to feel informed, straightforward and focused on the right outcome for the shop.”

“Lifts are often the starting point for a much larger conversation,” Keefe said. “When a shop is adding capacity, expanding services or improving workflow, Coats can help build the right setup — not just sell one piece of equipment.”