The Coats Company revealed a new brand refresh and identity, reflecting its focus on high-performing repair and tire shops and tire and wheel equipment.
“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. It’s built to authentically reflect who we are and the value we strive to bring to customers every day.”
Shop Technology Built Around Tire and Wheel Equipment
Coats said it delivers on its brand purpose: “keep people moving and technology turning,” through a full shop technology portfolio. Coats provides tire and wheel equipment such as changers, balancers and aligners, plus lifts and inspection technologies. The company also offers scheduled service, responsive repairs and access to OEM parts built for Coats systems.
“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.”
Coats said it structured its product and service branding around how shops actually buy, operate and solve problems. This approach groups tools and systems by function, so shop managers can quickly find the right solution, it said.
Tire and Wheel Equipment: Pro Series
These systems boost ride quality and vehicle safety through diagnostics and precise measurement, Coats said. The Pro Series includes wheel balancers, aligners and vehicle inspection systems that identify imbalance, misalignment and tread depth issues.
Maxx Series
The Maxx Series includes rugged equipment like lifts and tire and wheel equipment changers to speed up manual work, Coats said.
Coats Connect
Coats Connect includes on-site and remote service, OEM parts access and expert coaching across its product ecosystem. The Coats Service Network features factory-trained techs, product support professionals and centralized management from call to completion.
Coats modernized its logo, expanded its brand colors and introduced updated design elements. These changes align with its new technology-driven brand strategy and organized product structure, it said.
