Coats Rebrands Maxx Lift Line to Simplify Lift Selection for Shops

Coats has rebranded its Maxx Lift line as part of a broader effort to make lift selection easier for tire dealerships and automotive service shops.

The Maxx Lift rebrand is the first product line refresh following the launch of Coats’ new brand platform in 2025. Company officials say the updated positioning is designed to give shops a clearer view of Coats’ commercial lift portfolio, including two-post lifts, four-post lifts and scissor lifts 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 structure by lift family. The N2 Series includes two-post lifts. The N4 Series includes four-post lifts. The NS Series includes scissor lifts.

Coats officials say the naming structure is designed to make lift type, capacity and configuration easier to identify across sales and marketing materials. Existing part numbers will not change.

Additional naming indicators will help identify key configurations, including symmetric models, alignment or service applications, extended models and open- or closed-front four-post options.

Coats also is investing in the sales tools, product education and training behind the Maxx Lift line. The goal, according to the company, is to help shops choose lifts based on bay layout, service mix, vehicle volume and long-term growth plans.

“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 lineup focuses on durability, power efficiency, included accessories, technician productivity and long-term ownership. Maxx Lifts feature reinforced structural components, U.S.-made Bucher power units, corrosion-resistant finishes and alignment-ready options that can be paired with Coats wheel alignment systems.

The N2 Series two-post lifts are designed for tire service and under-vehicle work. Flexmetric models allow technicians to lift vehicles asymmetrically or symmetrically, while included adapters help shops service a range of cars and light trucks.

The N4 Series four-post lifts are designed for alignment and service applications and are available in 15,000-pound, 19,000-pound, 30,000-pound and 33,000-pound capacities. Select models feature Camber Neutral Technology, which is designed to help keep lifts level with reduced calibration demands over time.

The NS Series scissor lifts are designed for alignment bays. The lifts use electronic leveling to monitor and adjust runway levelness, helping support alignment accuracy while reducing recalibrations and errors, according to Coats officials.

Maxx Lifts are part of the broader Coats Maxx family, which also includes tire changers and compressors. Coats’ Pro family includes wheel balancers, wheel alignment systems and digital inspection systems, along with 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.”

Coats says new Maxx Lift materials and the updated naming system will begin appearing across its sales and marketing channels. Additional Coats product line rebrands are planned as the company continues to unify its portfolio.