The Coats Company (Coats), a leading smart repair brand specializing in vehicle maintenance systems and services that keep work flowing, revealed its new brand positioning, identity reflecting its focus creating high performing repair and tire shops.

“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.”

Coats’ brand purpose is to “keep people moving and technology turning” which it delivers upon through its full shop portfolio. These are the systems that are revenue-critical for shop owners and mandatory for technician satisfaction and productivity – tire changers, wheel balancers and aligners, lifts, inspection technologies. Plus, scheduled service and as-needed repairs, and unmatched access to OEM parts designed to the exact specifications of 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.”

Streamlined Product and Service Branding

Coats has aligned its product and service portfolio branding with the way high performing shop owners and managers actually buy and operate. The new structure simplifies product segments and groups them by need and application.

Pro Series -- Diagnostics That Drive the Work These are measurement and diagnostic systems shops need to boost ride quality and customer vehicle safety. It includes wheel balancers, aligners, and vehicle inspection systems that identify and correct tough issues like imbalance, alignment, and tread depth.
Maxx Series – Built Tough for the Bay Coats Maxx Series are the technologies like lifts and tire changers that techs need to make tough tasks and manual processes faster and easier.
Coats Connect – Service Behind the Systems Coats Connect is top-tier service, unmatched access to OEM parts, and hands on and remote coaching for Coats systems and tools. The backbone is the Coats Service Network, factory-trained techs and product support pros, and centralized service management from call to completion.

To capture the brand visually, the company has a modernized logo, expanded color palette, and new design elements in line with its new product and service portfolio brands.

Attitude is Everything

The Coats team embraces “The Coats Attitude,” a deliberately positive way of seeing, thinking, and responding to customer needs. It’s rooted in core values of doing what’s right, working safely, and operating with the highest integrity. The Coats Attitude starts with customers and it’s where grit and agility merge with creativity to solve the toughest operating challenges.

To work with the team with the winning attitude, and explore the new Coats brand and what it means for your shop, visit coatscompany.com or contact your local Coats vehicle repair tech pro.

About Coats

Coats is a leading smart repair brand specializing in the vehicle maintenance systems, service and data that keep work flowing. We offer a full-shop portfolio of tire changers, wheel balancer and aligners, lifts, and digital vehicle inspection technology, designed and built in the U.S. and serviced locally by our own factory-trained service technicians. Everything we do is designed for ease-of-use and serviceability and delivered with the authentic Coats Attitude. Our team of smart repair pros work in complete alignment with customers on a single mission – to create High Performing Shops where people keep moving and technology turning. For more information, visit coatscompany.com.

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Coats Keeps Work Flowing as It Introduces Its New Brand Platform