The Coats Company has recently unveiled a stunning brand refresh that truly embodies its commitment to serving the tire and wheel equipment industry. This transformation is not merely cosmetic; it showcases Coats’ dedication to high-performing repair shops and their unique needs.
“The new Coats brand represents our unwavering commitment to providing a comprehensive technology portfolio designed and constructed in the U.S., serviced locally by our factory-trained technicians,” said Mauricio Santorini, CEO of Coats. “Our refreshed identity reflects deep collaboration and a strategic vision, authentically capturing who we are and the exceptional value we deliver to our customers daily.”
A Comprehensive Shop Technology Approach
Coats is on a mission to “keep people moving and technology turning” through its diverse range of shop technology solutions. Their offerings include essential tire and wheel equipment such as changers, balancers, and aligners, along with lifts and sophisticated inspection technologies. Additionally, Coats commits to scheduled service, responsive repairs, and easy access to OEM parts tailored for their systems.
“Shops face numerous challenges — tight timelines, new technicians, and vendor overload, all while striving to keep their operations moving smoothly. Coats understands these pressures,” explained Ben Pryor, Vice President of Commercial. “We’re cutting through the chaos with a brand that focuses on what really matters: reliable technology, outstanding service, and professionals who understand shop operations. Whether you’re overseeing a single location or multiple shops, Coats is here to ensure seamless workflow.”
By structuring its product and service branding in alignment with how shops operate, Coats has made it easier for shop managers to identify the right solutions swiftly. This approach segments tools and systems by function, significantly enhancing efficiency.
Introducing the Pro Series
The Pro Series takes vehicle performance to another level, enhancing ride quality and safety through advanced diagnostics and precise measurements. This lineup includes wheel balancers, aligners, and vehicle inspection systems designed to detect imbalances, misalignments, and tread depth concerns.
Maxx Series: Efficiency Redefined
For those needing rugged and efficient solutions, the **Maxx Series** delivers robust equipment such as lifts and tire changers optimized to expedite manual tasks, making the shop experience smoother and faster.
Coats Connect: Service at Your Fingertips
**Coats Connect** revolutionizes shop management by offering on-site and remote services, easy access to OEM parts, and expert coaching throughout its product ecosystem. The Coats Service Network, featuring factory-trained technicians and dedicated support professionals, ensures centralized management from initial contact to issue resolution.
The brand refresh extends beyond just messaging. Coats modernized its logo, diversified its color palette, and introduced contemporary design elements. These enhancements are carefully aligned with Coats’ technology-first strategy and streamlined product organization.
As Coats embarks on this exciting new chapter, it’s clear that the company is poised to make significant strides in the tire and wheel equipment sector. With a brand that resonates deeply with both customers and the demands of the industry, Coats is truly leading the charge in keeping businesses moving forward.
