BASE France

What BASE France does

BASE France, operating commercially as FOG AUTOMOTIVE — a brand of MULLER AUTOMOTIVE since the February 2023 asset acquisition — is a French manufacturer of automotive garage and workshop equipment with a heritage dating to 1929. The legal entity is NOUVELLE FOG AUTOMOTIVE SAS, registered in Nevers and headquartered at Cosne-sur-Loire, with a manufacturing facility at Myennes (established 1944) and a commercial/operational address at Chartres under the MULLER AUTOMOTIVE umbrella. The company designs and builds a portfolio of vehicle lifting and workshop equipment, including 2-post hydraulic lifts (AZUR series), 4-post lifts (QUADRA series), big scissors lifts (GALAXIE series), small scissors lifts (SATELLITE 3T), mid-rise lifts (ARGOS 30M), and mobile hydraulic lifting tables, complemented by jacking beams, accessories, and product families in wheel alignment, A/C refill stations, tyre changers, and wheel balancers. Differentiated technical features include hydraulic synchronization without connection shaft, dual crossed master/slave hydraulic synchronization, deadman's handle control, and auto-regulation of descent speed.

The business model is B2B hardware sales combined with after-sales service. Products are sold directly to technical control centers (Centres de Contrôle Technique) and automotive garages/workshops across France via a sales-led go-to-market motion staffed by 15 commercial representatives, supported by a SAV (after-sales service) organization of 40 technicians operating a 6-day-a-week hotline and an internal repair center. Pricing is not publicly disclosed. The customer base of approximately 2,000 — primarily technical control centers — was retained following FOG's 2022 cessation and is now served under MULLER AUTOMOTIVE, which acquired the FOG brand, stocks, homologations (including SRV039), tooling, IT systems, and all industrial and intellectual property. Revenue is not publicly disclosed and the company is privately held as an SAS (Société par Actions Simplifiée). Geographic footprint is exclusively France.

Name

BASE France

Legal name

NOUVELLE FOG AUTOMOTIVE

Website

https://fog-automotive.com

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

11–50 employees

Short description

BASE France, operating as FOG AUTOMOTIVE (a brand of MULLER AUTOMOTIVE), manufactures and services automotive garage equipment — vehicle lifts, wheel aligners, and accessories — for technical control centers and workshops across France, supported by 15 sales staff and 40 technicians.

Ownership category

akta.pro rank

Headquarters

HQ city

Cosne-sur-loire

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Garage equipment sales (lifts, accessories, workshop tools): Manufacture and sale of automotive lifting equipment (2-post, 4-post, scissors lifts) and accessories. Revenue generated from direct product sales to technical control centers and garages.
2. After-sales service and maintenance (SAV): Maintenance, repair, and technical support services for existing FOG equipment park. 40 technicians provide hotline support (6 days/week) and on-site interventions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

BASE France, operating as FOG AUTOMOTIVE (a brand of MULLER AUTOMOTIVE), manufactures and sells automotive garage equipment including vehicle lifts (2-post, 4-post, scissors, mid-rise), hydraulic lifting tables, jacking beams, and accessories for technical control centers and automotive workshops across France. The company also provides after-sales service and maintenance through 40 technicians with hotline support 6 days per week, supporting approximately 2,000 existing FOG equipment customers.

Product overview

BASE France (operating as FOG AUTOMOTIVE, a brand of MULLER AUTOMOTIVE) offers a comprehensive portfolio of automotive garage equipment for vehicle lifting and service operations. The product portfolio centers on hydraulic lifting solutions including 2-post lifts (AZUR series), 4-post lifts (QUADRA series), big scissors lifts (GALAXIE series), small scissors lifts (SATELLITE 3T), and mid-rise lifts (ARGOS series), along with mobile hydraulic lifting tables and comprehensive accessory ranges. These products serve automotive workshops for tire service, wheel alignment, brake repairs, technical inspection, and general vehicle maintenance. The company provides both main lifts and auxiliary lift tables designed for specific applications including wheel alignment and technical control inspection.

Differentiator

Problem solved

Functional benefit

Products and services

• Hydraulic 2 Post Lift (AZUR Series) Two-post hydraulic vehicle lifts for passenger cars and light duty vehicles, available in various capacity configurations with optional base frames.
• 4 Post Lift (QUADRA Series) Four-post electro-hydraulic lifts for car and light duty vehicles, featuring wheel alignment capability with auxiliary lift tables and track lengths from 4.80m to 5.80m.
• Big Scissors Lift (GALAXIE Series) Extra-low profile big scissors lifts with wheel-under-hoist design, available in surfaced-mounted and recessed-mounted versions with auxiliary lift tables for wheel alignment and technical inspection.
• Small Scissors Lift (SATELLITE 3T) Extra-flat small scissors lifts with 3,000 kg capacity, designed for under-coil vehicle lifting with hydraulic synchronization and both surfaced and recessed mounting options.
• Mid Rise Lift (ARGOS 30M) Compact mobile mid-rise scissors lifts with 3,000 kg capacity, featuring standard mobility kit and electro-hydraulic operation for quick tire and brake service.
• Hydraulic Lifting Table Mobile hydraulic lifting tables with 650 kg to 1,500 kg capacity for passenger cars, light duty, and heavy duty vehicles with remote control and dual lifting speeds.
• Jacking Beams (VL Series) Jacking beams for passenger cars with 2,000 kg to 2,600 kg lifting capacity, designed for installation on 4-post lifts and pits.
• Jacking Beams (VI Series) Heavy-duty jacking beams for commercial vehicles with 3,000 kg to 4,000 kg capacity, compatible with 4-post lifts, big scissors lifts, and inspection pits.

Quantifiable outcome

• 2,000 existing FOG customers served with maintenance and spare parts following brand cessation in 2022

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• MULLER AUTOMOTIVEcoreStrategic or Co-development Partner · 1 January 2023MULLER AUTOMOTIVE, a 100% independent French industrial company and leader in automotive technical control equipment in France, acquired FOG assets in January 2023 for several hundred thousand euros. Acquired assets include the FOG brand, stocks, homologations (including SRV039), tooling, IT systems, and all industrial and intellectual property. FOG operates as a brand under MULLER AUTOMOTIVE. 15 commercial staff and 40 technicians continue to serve FOG's 2,000 existing customers.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• BendPak: BendPak manufactures hydraulic vehicle lifts, scissor lifts, and wheel service equipment for automotive and heavy-duty applications, competing head-to-head with FOG's hydraulic 2-post and scissors lift ranges.
• Stertil-Koni: Stertil-Koni specializes in heavy-duty vehicle lifting systems (mobile column lifts, platform lifts), overlapping with FOG's heavy-duty jacking beams and 4-post lift offerings.
• Rotary (Vehicle Service Group): Rotary is a leading global manufacturer of vehicle lifts (2-post, 4-post, scissors) and wheel-service equipment, directly competing with FOG's AZUR, QUADRA, and GALAXIE product lines in automotive workshops.
• MAHA Maschinenbau Haldenwang: MAHA produces vehicle lifts, brake testers, and workshop equipment for automotive technical inspection centers — directly comparable to FOG's offering for Technical Control Centers in France.
• Ravaglioli (Vehicle Service Group): Ravaglioli is an Italian manufacturer of vehicle lifts, tyre changers, and wheel balancers, directly overlapping with FOG's core product portfolio of lifts and tyre-service equipment.
• MULLER AUTOMOTIVE: MULLER AUTOMOTIVE is the parent company and operates in the same French automotive workshop-equipment market (technical control equipment and services). It is the closest comparable as both the parent and a direct competitor/customer-overlap player in French garage and inspection-center equipment.
• Nussbaum Automotive Lifts: Nussbaum is a German manufacturer of hydraulic 2-post, 4-post, and scissor vehicle lifts serving European automotive workshops, a close product-line analog to FOG AUTOMOTIVE.

Emerging players

• Launch (part of Snap-on): Launch produces diagnostic tools, wheel aligners, and tyre-service equipment for automotive workshops; an emerging/regional player with overlapping workshop-equipment categories relative to FOG.

Broad incumbents

• Beissbarth (Robert Bosch): Beissbarth, now part of Bosch, manufactures wheel alignment, brake testing, and headlight adjustment equipment — closely related to FOG's alignment and technical-control offerings and historically part of the same FOGAUTOLUBE corporate lineage.
• Snap-on Equipment: Snap-on Equipment (including Hofmann and John Bean brands) is a global incumbent in wheel alignment, tyre changing, balancing, and A/C service, overlapping with several FOG product lines but on a much larger scale.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks2 records

Key highlights1 record

Customer concentration

• LinkedInlinkedin.com/company/fogautomotive

Revenue estimate

Valuation estimate

Number of profiles

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 BASE France