We Keep Work Flowing: What Our New Brand Means for You

 

You have enough on your plate—tight timelines, new technology, and the constant pressure to keep the bay moving. Coats gets it.

That’s why last month, we rebuilt our brand around what matters most: tools that work, service that shows up, and people who understand what it’s like when equipment goes down. We’ve reintroduced the Coats brand, not to look different—but to show up differently. This isn’t about marketing fluff. It’s about removing friction for the people who rely on us every day.

Why We Made This Shift

This brand update wasn’t cooked up in the boardroom. It came directly from the field—from conversations with the people turning wrenches, leading teams, and trying to keep operations flowing without constant interruptions.

Over and over again, we heard the same thing: “We need equipment that works, and a support team that answers when we call.” We took that seriously.

So, we stepped back, listened, and built this new brand direction around a single, straightforward promise: We keep work flowing.

What You Can Expect Going Forward

We want to make it easier to do business with us. That means:

• Equipment that holds up under pressure—day in, day out
• Factory-trained technicians who show up, not just promise to
• Support that’s easy to reach and quick to respond
• Technology that’s intuitive for both seasoned and new techs to learn fast

Whether you’re managing a tight-knit crew or scaling across locations, we’re focused on helping you stay productive, profitable, and in control.

One Call. Full Shop.

Coats isn’t just about tire changers and balancers anymore. We offer a full shop solution—everything from wheel service and lifts to alignment systems and digital tools. All backed by one team for all your needs, and we’re proud of it.

You’ll work with experienced sales pros who understand how your shop operates and factory-trained service techs who are ready when you need them. That means fewer vendor relationships to manage, faster installs, easier training, and less downtime.

When you call Coats, you’re not just ordering a piece of technology. You’re getting a full shop partner who’s there for the long haul.

Meet Our New Lineup: Maxx. Pro. Connect.

To make choosing the right solution simpler, we’ve organized our offerings into three clear series:

Maxx – Built Tough for the Bay

Maxx is our most rugged, no-nonsense technology series. These are your workhorses—tire changers and lifts designed to take a beating and keep running shift after shift. They’re easy to use, hard to break, and ready for real-world shop life.

Pro – Diagnostics That Drive the Work

Pro is all about precision. This series includes balancers, aligners, and digital vehicle inspection tools. The goal? Get the diagnosis right, quickly. Help techs make confident calls and keep the workflow moving with fewer delays and comebacks.

Connect – The People Behind the Equipment

Connect is our nationwide service team—installers, trainers, and techs who back you up from day one. From setting up your gear to keeping it running smoothly, Connect is how we stay close to your shop, long after the sale.

The Coats Attitude: What Sets Us Apart

One of the most meaningful things we’re doing with this rebrand isn’t changing how we act—it’s putting a name to something that’s already been there.

We’re calling it The Coats Attitude. And it’s not a slogan—it’s just who we are.

We’re the kind of people who roll up our sleeves. Who stay on the phone until the issue’s resolved. Who show up on site when something isn’t working right. We don’t pass the buck. We take responsibility, fix the problem, and do what it takes to keep your shop moving.

We’ve always worked this way—our customers have told us that for years. But now we’re owning it. The Coats Attitude is about being:

• Down to earth. We speak your language, not corporate jargon.
• We’ve got your back. We understand your shop’s challenges because we listen.
• We’re easy to work with. Friendly faces. Real conversations. You’ll always know who to call—and that we’ll pick up.
• We don’t quit. When something goes sideways, we show up. We fix it. We don’t stop until it’s right.

This mindset is a big part of what separates us from everyone else. Other brands might sell you equipment. We back it up—with people, with hustle, and with pride.

So we aren’t changing who we are. We’re just re-committing to working even closer with the people who’ve trusted Coats for generations—and making sure we continue to earn that trust every day.

That’s what “We Keep Work Flowing & Technology Turning” is all about.

Have questions or want to talk about upgrading your shop? Contact us here or reach out to your local Coats rep—we’re ready when you are.