Coats Co. has revealed its new brand positioning and identity, focusing on creating high-performing automotive repair and tire shops.
“The new Coats brand represents our commitment to providing a full-shop technology portfolio designed and built in the U.S. and serviced locally by our factory-trained service technicians,” says Mauricio Santorini, CEO of Coats.
“Our new brand is the result of deep collaboration and strategic vision, built to authentically reflect who we are and the value we strive to bring to customers every day.”
According to Coats officials, the Coats brand's purpose is to “keep people moving and technology turning,” which the company says it delivers through its full shop portfolio.
This portfolio includes tire changers, wheel balancers and aligners, lifts, inspection technologies and more.
The new structure simplifies product segments and groups them by application. For example, the Pro Series focuses on diagnostic systems shops need for ride quality and customer vehicle safety. It includes wheel balancers, aligners and vehicle inspection systems that identify and correct issues like imbalance, alignment and tread depth.
The Maxx Series includes technologies like lifts and tire changers that technicians need to complete tough tasks more easily. Finally, Coats Connect offers users access to original equipment manufacturers' parts and hands on, remote coaching for Coats systems and tools. This includes the Coats Service Network, factory-trained techs, product support professionals and centralized service management to help users.
In part of the new brand positioning, the company has a modernized logo, expanded color palette and new design elements in line with its new products and service portfolio brands.
“Shops have enough on their plate—tight timelines, new techs, vendor overload and the constant pressure to keep the bay moving. Coats gets it,” says Ben Pryor, vice president of commercial for Coats.
“We’re cutting through the noise with a brand built around what matters most: tech that works, service that performs and people who know how shops work. Whether you’re running a single shop or managing multiple locations, Coats promises to keep work flowing.”
