George Stock and Company

What George Stock and Company does

George Stock & Company Limited is a privately held New Zealand distributor, founded in 1932 and headquartered in Auckland, that imports and distributes specialised automotive workshop and tyre-shop equipment throughout New Zealand. The company holds exclusive New Zealand distribution rights for two principal international brands: Hunter Engineering (United States), supplying wheel-alignment machines, tyre changers, wheel balancers, brake lathes, and vehicle-inspection systems; and Ravaglioli (Italy), supplying two-post, four-post, and scissor vehicle lifts. The portfolio also includes complementary lines in car-stacker/parking systems, tyre-repair consumables, valves, inner tubes, wheel weights, and shop tools, available via a 131-SKU e-commerce shop. Equipment is sold outright, leased (e.g., 60-month lease-to-own), or rented on daily/weekly terms.

The customer base spans independent automotive workshops, franchise dealer service centres, tyre retail and fitment shops, and commercial/heavy-vehicle operators (truck, bus, and fleet) across both the North and South Islands, served by territory managers, an Auckland showroom and training facility, and a dedicated service department. Named recent customer engagements include Alpha Auto & Tyres (a Christchurch greenfield shop outfitted in early 2025 with a multi-unit Hunter/Ravaglioli bundle) and Dargaville Motors (a Ford dealer generating $600–$800 of incremental daily revenue from 6–8 wheel alignments at $99 each). Recurring revenue derives from consumable resupply and after-sales service/warranty work layered on top of the cyclical capital-equipment sales motion.

The business model combines a high-touch enterprise field-sales motion (territory managers, on-site demos, lease financing) for capital equipment with a low-touch e-commerce motion for consumables, supported by Hunter University online training and a service/support infrastructure. George Stock is privately held with no disclosed institutional investors, no parent company, and no public funding history; operating status is active across Auckland headquarters, a Christchurch sales office, an equipment showroom, and an e-commerce storefront.

Name

George Stock and Company

Legal name

George Stock & Company Limited

Website

https://georgestock.co.nz

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

11–50 employees

Short description

George Stock & Company is New Zealand's exclusive distributor of Hunter Engineering and Ravaglioli automotive workshop equipment and tyre-shop consumables, serving independent workshops, dealerships, tyre shops, and commercial vehicle operators nationwide since 1932.

Ownership category

akta.pro rank

Product category

Automotive Workshop Equipment Distribution

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tires, Wheels & Retread Supply Distribution (TLAKAOAD)

akta.pro secondary industry

Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR) (TLAKADAB)

Keywords

• Automotive equipment distribution
• Wheel alignment machines
• Tyre changing equipment
• Wheel balancing machines
• Vehicle lift systems

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Automotive Equipment Sales and Rental: Sale and rental/lease of automotive workshop equipment including wheel aligners, tyre changers, wheel balancers, hoists, brake lathes, and vehicle inspection systems. Equipment is available for daily rental, weekly rental, and lease-to-own arrangements (e.g., approx. $110/week on 60-month term).
2. Tyre Shop Supplies and Consumables: Sale of tyre repair products, wheel weights, valves, tubes, wheel balancing products, and shop tools. Products are sold individually through the e-commerce store with pricing from under $1 to over $250 per item.
3. Service and Support: Equipment service, installation, and after-sales support for automotive workshop equipment including warranty services and maintenance.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

George Stock imports, distributes, and services automotive workshop and tyre shop equipment across New Zealand as the exclusive distributor of Hunter Engineering (USA) and Ravaglioli (Italy) brands. The portfolio covers wheel alignment machines, tyre changers, wheel balancers, brake lathes, vehicle lifts (scissor, two-post, four-post), vehicle inspection systems, and car stacking/parking systems, supported by an e-commerce shop selling tyre repair products, valves, tubes, wheel weights, and shop tools. The company also provides installation, training, after-sales service, and equipment rental/lease-to-own options.

Product overview

George Stock and Company is New Zealand's leading importer of automotive workshop and tyre shop equipment, specializing in wheel alignment, wheel and tyre service equipment since 1932. The company operates as a distributor of Hunter Engineering (American) and Ravaglioli (Italian) branded equipment, offering a comprehensive portfolio of wheel alignment machines, tyre changers, wheel balancers, brake lathes, vehicle lifts (scissor, two-post, four-post), vehicle inspection systems, and car stacking/parking solutions. Additionally, the company supplies a wide range of tyre store consumables including repair products, valves, inner tubes, wheel weights, and shop tools. The product portfolio centers on professional-grade automotive service equipment designed for tyre shops, mechanic workshops, and commercial vehicle service facilities throughout New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Hunter HawkEye Elite Wheel Alignment Machine

Quantifiable outcome

• Wheel alignment measurements captured in 90 seconds with HawkEye Elite system
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Hunter Engineering CompanycoreTechnology or IntegrationPrimary distribution partner supplying world-leading automotive workshop equipment including wheel alignment machines (HawkEye Elite, WinAlign Lite), tyre changers (Revolution, Maverick, TCX57, TCX70), wheel balancers (Road Force, SmartWeight Elite/Pro/Hybrid, HD Elite), brake lathes, and hoists. Hunter is an American company with 70,000+ systems in use globally and a database supporting 285+ million vehicles.
• RavagliolicoreTechnology or IntegrationItalian manufacturer of premium hoisting equipment including two-post lifts (Legend Series, 3200kg-7000kg), four-post lifts (4000 Series, 4000kg-8000kg), scissor lifts (Mid Rise, Double Scissor, standard), and heavy-duty equipment. Distributed exclusively in New Zealand by George Stock.
• Hunter UniversityminorGTM or Marketing PartnerHunter Engineering's online learning platform providing free online training for wheel alignments, tyre changing, and wheel balancing. George Stock provides access to this platform as part of its training offering.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Beaurepaires: Beaurepaires is one of Australia and New Zealand's largest tyre retail and service chains, requiring similar workshop equipment (tyre changers, balancers, alignment, lifts) that George Stock supplies. It is comparable as a trans-Tasman tyre service operator, though it is a downstream customer/retailer rather than distributor.
• Burson Auto Parts: Burson Auto Parts is Australia's largest distributor of automotive aftermarket parts, serving workshops and trade customers across ANZ. It is comparable as a regional automotive aftermarket distributor with a workshop customer base, though Burson is parts-focused and Australia-centric versus George Stock's NZ equipment focus.
• Tyrepower: Tyrepower is an Australian/NZ tyre retail and service franchise network that purchases workshop and tyre service equipment from distributors like George Stock. It is comparable as a regional tyre service brand overlapping with George Stock's tyre shop customer segment, though it is primarily Australia-based and retail-led.

Direct peers

• Repco New Zealand: Repco NZ is a major automotive aftermarket parts and accessories distributor serving workshops across New Zealand, overlapping with George Stock's workshop customer base and distribution model (wholesale + trade + retail). Both operate in the NZ automotive aftermarket, though Repco's assortment is broader and more parts-focused while George Stock is equipment-specialised.
• Supercheap Auto: Supercheap Auto is an Australia/NZ automotive aftermarket retailer selling tools, workshop consumables, and accessories to consumers and trade buyers. It overlaps with George Stock's tyre shop supplies and small-tools e-commerce assortment, though it is more retail-led and broader in category.

Broad incumbents

• SPX Technologies: SPX Technologies owns brands like Hofmann, Robinair, and John Bean — automotive service equipment (wheel alignment, tyre changing, balancing, lifts). It is comparable as a manufacturer/distributor of the same equipment categories George Stock sells, but at global scale and via owned brands rather than as a local exclusive distributor.
• Continental Automotive Aftermarket: Continental's aftermarket business distributes tyres, workshop tools, and diagnostic/service equipment. It is comparable as a broad automotive aftermarket incumbent in the tyre and wheel service ecosystem, overlapping with George Stock's tyre shop supplies and indirectly with workshop equipment via ContiService.
• Snap-on Incorporated: Snap-on is a global incumbent in professional tools, diagnostic, and workshop equipment sold through a franchise/distributor model. It is comparable to George Stock in serving professional workshops with high-end equipment and consumables, but at vastly greater scale and with proprietary rather than distributed brands.
• Bosch Automotive Aftermarket: Bosch's automotive aftermarket division distributes workshop diagnostic and service equipment globally, including wheel service and inspection tools. It overlaps with George Stock's workshop equipment and consumables offering, though Bosch also serves OE manufacturers and operates at global scale.
• Trelleborg Wheel Systems: Trelleborg manufactures and distributes specialty tyres and wheel systems for agricultural, industrial, and commercial vehicles. It is comparable to the specialty/OTR portion of George Stock's portfolio (heavy-duty tyre changers, tractor tubes, OTR repair products), though Trelleborg is a manufacturer and global incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about George Stock and Company