A new look, renewed promise, and technician-first design, built to keep shops moving.
Date: Nashville, Tenn. – October 15, 2025
At this year’s SEMA Show, Coats will unveil a refreshed brand identity and a full lineup of shop-proven equipment at Booth #44041. With a continuing commitment to durability, ease of use, and whole-shop performance, Coats is showing customers that while the logo may be new, the grit behind it hasn’t gone anywhere.
The New Coats: Built for Today’s Shop Challenges
Shops are busier. Vehicles are more complex. Technician turnover is real. At Coats, we’ve been listening, and we’ve rebuilt our brand to meet the demands of today’s service bays without losing the trusted backbone we’re known for.
Our new brand message, “We keep people moving and technology turning,” speaks to more than our product lineup. It reflects our belief in real-world support, reliable equipment, and tools that help shops serve customers better and faster.
Here’s what you’ll see at SEMA 2025:
- A clear promise: Performance at work, not just in the brochure.
- Technician-first design: Easy-to-learn interfaces, intuitive workflows, no-nonsense uptime.
- Support that shows up: Fast, local service backed by factory-trained techs and OEM parts.
- Whole-shop thinking: Integrated solutions for tire, alignment, inspection, and lift systems.
Whether you’re running a lean independent shop or managing a multi-bay dealership or franchise operation, Coats is focused on helping you stay efficient, profitable, and consistent across the board.
Not a Cosmetic Change – A Core Recommitment
At Booth #44041 in the Lower South Hall, visitors will experience Coats’ rebrand in action – from updated visuals and product demos to conversations with real Coats experts. The new identity is rooted in the same values that made Coats a shop favorite in the first place: honesty, durability, and doing the job right the first time.
Our products reflect that shift:
- Maxx Series Tire Changers and Lifts – Engineered for rugged, everyday use.
- ProBalance Wheel Balancers – Fast, precise, and technician-friendly.
- 3D Aligners & Inspection Lane – Designed for evolving shop demands systems.
- APX 90 Tire Changer – Built for volume shops needing flexibility and speed.
Big Equipment Rebates to Match the Big Reveal
As part of the SEMA launch, Coats is offering rebates up to $2,000 from October 1 through November 30, 2025, on a wide range of equipment:
- $1,500 off the APX 90 Tire Changer
- $1,000 off the Maxx 90 and E900 Balancer
- $2,000 off 3D Aligners and select Lifts
- Plus more savings across the Coats lines
To claim: Order during the rebate window, visit rebate.ammcoats.com, and use code SEMA25US.
Quote from Leadership:
“This rebrand isn’t about slick marketing, it’s about clarity. We’re showing up for the people who do the work and making it easier for shops to do what they do best: keep vehicles safe, customers happy, and business moving.”— Kevin Keefe, Marketing Director, Coats
Let’s Get Back to What Matters
From full-shop standardization to techs who can master our machines in minutes, the new Coats is built for uptime, not upkeep. At the core of every machine is the same commitment: support the technician, respect the shop, and never settle for good enough.
Stop by Booth #44041 at SEMA 2025 and see the new Coats in action. Because your shop isn’t just a workspace – it’s a place of craftsmanship, and it can use Coats with pride.
Learn More:
Visit coatscompany.com/events for SEMA details, product overviews, and rebate information.