Meet Coats at SEMA: Moving People and Turning Technology

Meet the New Coats at SEMA:  We keep people moving and technology turning. 

If you’ve worked in a shop for more than a minute, you already know the name Coats. You’ve seen our tire changers. You’ve trusted our balancers. You’ve probably even said, “That machine’s still running,” years after you thought it wouldn’t be. 

At SEMA this year, you’ll see something familiar, but you’ll also see something new. Because while the grit and gear haven’t changed, the Coats brand has evolved. 

We’ve sharpened our focus. Strengthened our promise. And built a future around one simple idea: 

We keep people moving and technology turning. 

 

Why Now? Because the Industry’s Changing and So Are We 

Shops are busier than ever. Vehicles are more complex. Tech turnover is real. And customers? They expect more. Faster turnarounds. Safer rides. Fewer surprises. 

We’re here for the shops that want to meet those expectations, and exceed them, without losing their edge. That’s what this rebrand is about. Not marketing fluff. Not fancy taglines. Just clarity around who we are, what we believe, and what kind of partner we’re here to be. 

Because at Coats, we believe your shop is a place of craftsmanship and it can use Coats with pride. 

 

Built for Shops That Get Things Done 

We don’t make showroom tech that looks good on a brochure but breaks under pressure. We make hard-working, technician-approved machines that last, perform, and don’t slow you down. 

What’s at the core of the new Coats? 

• Ease of use – Machines designed with techs in mind. Interfaces that make sense. No 200-page manuals required. 

• Durability – Products built to survive years of use, not just years of marketing hype. 

• Serviceability – Fast, local, technician-first support — with OEM parts and factory-trained techs. 

• Full-shop thinking – From tire changers to inspection tools, we build systems that work together, scale together, and train together. 

Whether you’re an independent shop trying to serve more customers with a smaller crew, or you’re managing a high-volume dealership or multi-shop operation, we’re built to keep your shop moving. 

 

Our Rebrand Isn’t Cosmetic. It’s Core. 

When you visit Booth #44041 at SEMA, you won’t just see a new logo or booth design. You’ll see a recommitment to the way real work gets done – and the shops doing it. 

Here’s what that looks like: 

1. A Return to Our Roots

We’re leaning into what’s always made Coats dependable: authenticity, honesty, and real-world results. That means no buzzwords, no empty promises, and no gimmicks. Just tools that earn their keep, day in and day out. 

2. The Everyman Creator Archetype

Our brand is grounded in the same things you are: relatability, capability, and trustworthiness. We build tech that works, and we back it with people who care. That’s the heart of our “Everyman Creator” brand personality. 

3. A Portfolio That Performs

From the Maxx Series tire changers built for rugged, daily use, to the wheel balancers, lifts and aligners designed to deliver fast, accurate results every time. Coats product reflects the rebrand in action. 

 

And at SEMA 2025: Big Rebates to Match the Big Reveal 

If you’re coming to SEMA looking for a deal, we’ve got you covered. Our SEMA rebate promo, running October 1 – November 30, 2025, offers up to $2,000 in rebates across a range of machines: 

• $1,500 off the APX 90 Tire Changer 

• $1,000 off the Maxx 90 and E900 Balancer 

• $2,000 off 3D Aligners and Heavy-Duty lifts 

• And many more across the Coats product lines 

To claim, just order during the promo period, submit your info at rebate.ammcoats.com, and use code: SEMA25US. 

 

What does this mean for You as the Shop Owner or Manager? 

This rebrand isn’t about us. It’s about you. 

• If you’re running an independent shop, you’ll see equipment that works harder for every dollar you spend, and support that shows up when you need it. 

• If you’re managing a dealership service department, you’ll find fast-learning systems that techs can adopt quickly and use confidently, keeping CSI high and downtime low. 

• If you’re leading multiple locations, you’ll see how Coats enables standardization and reliability across your entire operation. 

This is about making it easier to run a high-performing shop, whether you’ve got one bay or a dozen. 

 

Let’s Get Back to What Matters 

At the end of the day, the work matters most. 

A car’s safe because you did it right. A customer came back because your tech was efficient and prepared. A shop’s profitable because your equipment didn’t quit on you. 

That’s what we’re here for – not to “disrupt” or “revolutionize,” but to support the people who do the work, every day. 

So, swing by Booth #44041 at SEMA. Meet the new Coats. See what’s changed, and what hasn’t. 

Because craftsmanship, durability, and ease aren’t just part of our new message.  They’re built into every machine we make.