LA VERGNE, Tenn. — June 10, 2026 — Coats, a leading provider of vehicle maintenance systems and services, announced the rebrand of its Maxx Lift line, bringing new visibility to its commercial lift portfolio and giving shops a clearer way to choose lifts for tire service, under-vehicle work and alignments.
The Maxx Lift rebrand is the first product line refresh following the Coats brand platform launch in 2025. That platform sharpened the company’s focus on helping high-performing shops keep work flowing through equipment, service and support built around the way technicians work every day. This rebrand reflects Coats’ broader full-shop approach and gives customers a clearer view of its lift offering, from two-post and four-post lifts to scissor lifts built for alignment bays.
“Many shops know Coats first for tire changers and wheel balancers, but lifts are a critical part of that same workflow,” said Kevin Keefe, director of marketing at Coats. “The Maxx Lift rebrand helps us make that connection clearer. Shops can now look to Coats for a more complete bay setup, with lift options that are easier to understand, easier to specify and built for the pace of different shops’ needs.”
As part of the rebrand, Maxx Lifts now follow a simplified naming convention by lift family:
The updated naming structure is designed to make lift type, capacity, and configuration easier to understand across sales and marketing materials. The change does not affect existing part numbers. Additional naming indicators help identify key configurations, including symmetric models, alignment or service applications, extended models, and open- or closed-front four-post options.
Along with the new naming system, Coats is investing in the people, tools and training that support the lift buying process. The goal is to make every Maxx Lift conversation more practical and consultative, helping shops match the right lift to their bay layout, service mix, vehicle volume and long-term growth plans. From product education to application guidance, the rebrand reflects a broader commitment to making lifts easier to understand and easier to own.
“A lift is a major decision for any shop, and it has to fit the way that shop actually works,” Keefe said. “That is why we are investing not only in the Maxx Lift product line, but also in the training, tools and sales support behind it. We want every customer conversation to feel informed, straightforward and focused on the right outcome for the shop.”
The refreshed Maxx Lift positioning focuses on the value shops care about most: durability, power efficiency, included accessories, technician productivity and long-term ownership confidence. Maxx Lifts are designed for demanding shop environments, with reinforced structural components, premium U.S.-made Bucher power units, corrosion-resistant finishes and alignment-ready options that pair with Coats wheel alignment systems.
Maxx Lift Lineup Overview
N2 Series Two-Post Lifts
Designed as everyday workhorses for commercial shops completing tire and under-vehicle services, N2 Series lifts offer durable construction, power efficiency and vehicle flexibility. Flexmetric models allow technicians to lift asymmetrically or symmetrically, while included adapters help shops handle a wide range of cars and light trucks.
N4 Series Four-Post Lifts
Built for stability, capacity and long-term performance, N4 Series lifts support alignment and service applications in 15,000-pound, 19,000-pound, 30,000-pound and 33,000-pound capacities. Select models feature Camber Neutral Technology to help keep lifts level with reduced calibration demands over time.
NS Series Scissor Lifts
Designed for high-performing alignment bays, NS Series scissor lifts help shops perform 3D alignments with confidence. Electronic leveling continuously monitors and adjusts runway levelness, supporting alignment accuracy with fewer recalibrations and errors.
Maxx Lifts are part of a broader Coats Maxx family that includes tire changers and compressors. Additionally, Coats’ Pro family of products adds wheel balancers, wheel alignment and digital inspection systems to the portfolio, along with the Coats Connect service offerings.
“Lifts are often the starting point for a much larger conversation,” Keefe said. “When a shop is adding capacity, expanding services or improving workflow, Coats can help build the right setup — not just sell one piece of equipment.”
Customers can expect the new Maxx Lift materials and naming system to begin appearing across Coats sales and marketing channels. Customers can contact their Coats representative or visit coatscompany.com to learn more. Additional Coats product line rebrands are planned as the company continues to bring its portfolio into a more unified, easier-to-navigate structure.
For more information or to schedule a consultation, contact your local Coats representative.