ATH-Heinl
ATH-Heinl is a German family-owned manufacturer of professional automotive workshop equipment — vehicle lifts, tire changers, and wheel balancers — sold through an authorized dealer network across Germany, the UK, the Czech Republic, Poland, and France to professional auto repair shops and tire service providers.
- Company typePrivate
- Founded1991
- HeadquartersIllschwang, Germany
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What ATH-Heinl does
ATH-Heinl GmbH & Co. KG is a German manufacturer of professional automotive workshop equipment, headquartered in Illschwang, Bavaria, and operating as a family-owned enterprise since the early 1990s. The company designs and builds the three core product categories required to equip a vehicle-service workshop: vehicle lifts (1-post, 2-post, 4-post, scissor, mid-rise, mobile column, motorcycle), tire changers (passenger-car and heavy-duty truck units handling wheels up to 1550mm diameter), and wheel balancers (passenger-car and truck variants). Its portfolio is complemented by workshop accessories and a digital ecosystem that includes the ATH SmartKat 4.0 interactive catalog, the ATH-AR augmented-reality visualization app, and a 3D/AR configurator for the Cross Lift line — tools intended to support pre-purchase decision-making rather than in-product intelligence.
ATH-Heinl's commercial model is indirect: products are not sold direct-to-consumer with published pricing but are distributed through an authorized dealer network across Germany, the United Kingdom, the Czech Republic, Poland, and France, supplemented by branded catalogs issued through distribution partners including COPARTS/CAR1, hostettler, WM SE, EUROPART, and Autopartner. Revenue is generated primarily through hardware sales, with ancillary income from spare parts, professional installation, warranty service, and the 'ATH All-In' training package. Customers are professional automotive workshops, tire service providers, and alignment/balancing specialists served through a partner-led channel — supported by trade-show presence at Automechanika and the WM Werkstattmesse series, country-specific websites, and active B2B training programs. The company is managed by four family-member Geschäftsführer, indicating concentrated ownership and a long-term operating horizon rather than external-investor timeframes.
ATH-Heinl firmographics
Firmographics- Name
- ATH-Heinl
- Legal name
- ATH Heinl GmbH & Co. KG
- Website
- https://ath-heinl.de
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ATH-Heinl is a German family-owned manufacturer of professional automotive workshop equipment — vehicle lifts, tire changers, and wheel balancers — sold through an authorized dealer network across Germany, the UK, the Czech Republic, Poland, and France to professional auto repair shops and tire service providers.
- Ownership category
- akta.pro rank
ATH-Heinl industry classification
Industry- Product category
- Automotive Workshop Equipment
- NAICS
- Motor Vehicle Parts Manufacturing (3363), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)
- SIC
- Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)
- akta.pro secondary industry
- Tires, Wheels & Retread Supply Distribution (TLAKAOAD)
Keywords
Where ATH-Heinl is headquartered
LocationHeadquarters
- HQ city
- Illschwang
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
ATH-Heinl business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Workshop Equipment Sales: Sale of automotive workshop equipment including lifting systems, tire changers, and wheel balancers. Products are sold through dealer network with prices on request.
- Spare Parts and Accessories: Spare parts supply for all equipment lines, including filters, maintenance kits, and replacement components available through product catalog.
- Installation and Service: Professional mounting by company experts, warranty services, and training/instruction services as part of ATH All-In package.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Direct equipment sales via dealer network |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
ATH-Heinl product offering
Product offeringCore offering
ATH-Heinl manufactures and sells professional automotive workshop equipment, including vehicle lifting systems (2-post, 4-post, scissor, mobile column, mid-rise, and motorcycle lifts), tire changers for cars and trucks, and wheel balancers for cars and trucks. Products are sold primarily to professional repair shops, tire service providers, and wheel alignment/balancing services through an authorized dealer and distribution partner network in Europe, complemented by spare parts, professional installation, warranty, and training services (ATH All-In package).
Product overview
ATH-Heinl is a provider of professional workshop equipment for the automotive industry, operating as a single unified product portfolio organized into four core product categories: Lifting Equipment (Heben), Tire Mounting (Montieren), Wheel Balancing (Wuchten), and Workshop Equipment (Equipment). The lifting category includes 1-post, 2-post, and 4-post vehicle lifts, platform-scissor lifts, mobile column lifts (Radgreiferanlagen), double-scissor lifts, mid-rise lifts, and motorcycle lifts. The tire mounting category comprises car tire changers (PKW-Reifenmontiermaschinen) and truck tire changers (LKW-Reifenmontiermaschinen) capable of handling wheels up to 1550mm diameter. The wheel balancing category includes car wheel balancers (PKW-Radauswuchtmaschinen) and truck wheel balancers (LKW-Radauswuchtmaschinen). The portfolio is supported by a digital ecosystem including the ATH SmartKat 4.0 interactive product catalog, ATH-AR augmented reality application for 3D product visualization, and a 3D configurator for the Cross Lift product line. The company has over 30 years of experience and serves customers through a network of distribution partners across Germany, Czech Republic, Poland, UK, and France.
Differentiator
Problem solved
Functional benefit
Products and services
- 1-Post Lifts (1-Säulen-Hebebühnen) Single-column vehicle lifts for professional workshop use, enabling efficient lifting and lowering of vehicles during inspection, maintenance, and repair work.
- 2-Post Lifts (2-Säulen-Hebebühnen) Two-column vehicle lifts offering robust and mature lifting technology for professional workshop operations.
- 4-Post Lifts (4-Säulen-Hebebühnen) Four-column vehicle lifts providing stable support and high load capacity for various vehicle types in professional workshops.
- Platform-Scissor Lifts (Auffahrscheren-Hebebühnen) Drive-on scissor lifts with integrated wheel-free lift capability, suitable for inspection, alignment, repair, and test stations.
- Mobile Column Lifts (Radgreiferanlagen)
- Double-Scissor Lifts (Doppelscheren-Hebebühnen) Double-scissor lifts designed for service, paint, body repair shops, repairs, and brake and tire services.
- Mid-Rise Lifts (Kurzhub-Hebebühnen) Mid-rise scissor lifts with a compact design for quick lifting operations.
- Motorcycle Lifts (Motorrad-Hebebühnen) Specialized motorcycle lifts for professional motorcycle service and maintenance.
- Car Tire Changers (PKW-Reifenmontiermaschinen) Professional tire mounting machines for passenger vehicles, enabling efficient tire mounting and demounting for all tire types.
- Truck Tire Changers (LKW-Reifenmontiermaschinen) Heavy-duty tire changing equipment for trucks and buses, designed for larger wheel diameters up to 1550mm.
- Car Wheel Balancers (PKW-Radauswuchtmaschinen) Precision wheel balancing machines for passenger vehicles, enabling accurate and simple balancing operations.
- Truck Wheel Balancers (LKW-Radauswuchtmaschinen) Heavy-duty wheel balancing equipment for trucks and commercial vehicles.
- Workshop Equipment and Accessories (Werkstattgeräte) Additional workshop equipment, tools, and accessories for professional automotive service operations, with related spare parts and merchandise also offered.
- ATH SmartKat 4.0 Interactive Digital Catalog Interactive multi-language digital product catalog with extended reality capabilities, providing a comprehensive range of workshop equipment including lifts, tire mounting machines, and balancing machines; offered to distribution partners as branded SmartKat catalogs.
- ATH All-In Installation, Warranty, and Training Package Professional mounting by ATH-Heinl experts, warranty coverage, and expert training/instruction services bundled with equipment sales, plus spare parts supply and direct customer support via phone and email.
Companies that use ATH-Heinl
Customer profileSegments3 records
Ideal customer profiles3 records
ATH-Heinl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ATH-Heinl partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- COPARTS Autoteile GmbHcoreCOPARTS Autoteile GmbH (Ruhrallee 311, 45136 Essen, Germany) is a key distribution partner selling ATH-Heinl products under the CAR1 and 'alles Werkstatt' brands. Products are distributed exclusively through COPARTS dealer network with dedicated branded catalogs.
- CAR1 NetworkcoreCAR1 is a workshop network brand under which ATH-Heinl products are sold. 'CAR1 - PRODUKTE powered by ATH-Heinl' and 'alles Werkstatt CAR1 powered by ATH-Heinl' catalogs are distributed exclusively through COPARTS.
- hostettlerminorSwiss automotive parts distributor offering ATH-Heinl products through branded SmartKat catalog in German and French.
- WM SEminorGerman workshop equipment distributor with branded ATH-Heinl SmartKat catalog.
- EUROPARTminorEuropean automotive parts distributor offering ATH-Heinl products in Poland and Hungary through branded SmartKat catalogs.
- AutopartnerminorCentral European automotive parts distributor with branded ATH-Heinl SmartKat catalogs in Czech, Polish, and German.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
ATH-Heinl competitors and assessment
Company assessmentBroad incumbents
- Snap-on Incorporated: Global tool and workshop-equipment conglomerate with overlapping diagnostics, lifting, and wheel-service offerings; a broad incumbent whose portfolio overlaps with ATH-Heinl's full workshop bundle.
- Hunter Engineering: Large US-based manufacturer of wheel alignment, wheel balancing, and tire-changing equipment with global reach; an incumbent competitor to ATH-Heinl in wheel-service equipment, especially as it pushes into Europe.
- Rotary (Vehicle Service Group): Major global OEM of vehicle lifts, wheel service, and diagnostic equipment under the Vehicle Service Group / Dover umbrella; competes with ATH-Heinl in lifting and broader workshop equipment with significantly greater scale.
Direct peers
- Ravaglioli / Sice: Italian-based manufacturer of vehicle lifts, tire changers, and wheel-service equipment; competes with ATH-Heinl across lifting and tire-service categories in the European market.
- Werther International: Italian manufacturer of automotive lifts (2-post, 4-post, scissor, mobile column) competing in the same Heben category as ATH-Heinl with broad European dealer presence.
- MAHA Maschinenbau Haldenwang: German manufacturer of workshop and vehicle-testing equipment, including lifts and brake-test systems serving automotive workshops and inspection organizations; overlapping European customer base and product scope with ATH-Heinl.
- Hofmann Megaplan / Snap-on Equipment: European provider of wheel balancers, tire changers, and alignment equipment under the Hofmann brand and broader Snap-on portfolio; overlapping tire/wheel-service equipment category with ATH-Heinl.
- Beissbarth: German manufacturer of wheel alignment, wheel balancing, and tire-service equipment; competes head-to-head with ATH-Heinl's tire-changing and wheel-balancing lines in the European workshop channel.
- Nussbaum Automotive Lifts: German manufacturer of vehicle lifts (2-post, 4-post, scissor, mobile column) for professional workshops; directly competes with ATH-Heinl across its core Heben category in the DACH region.
- Corghi: Italian manufacturer of tire changers, wheel balancers, and alignment equipment; directly comparable to ATH-Heinl's Montieren and Wuchten categories and active across the same European dealer network.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
ATH-Heinl social profiles
Digital presenceATH-Heinl financial estimates
Financial estimateRevenue estimate
Valuation estimate
ATH-Heinl leadership team
Management profileNumber of profiles
Profiles4 records
ATH-Heinl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ATH-Heinl M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ATH-Heinl
What does ATH-Heinl do?
ATH-Heinl manufactures and sells professional automotive workshop equipment, including vehicle lifting systems (2-post, 4-post, scissor, mobile column, mid-rise, and motorcycle lifts), tire changers for cars and trucks, and wheel balancers for cars and trucks. Products are sold primarily to professional repair shops, tire service providers, and wheel alignment/balancing services through an authorized dealer and distribution partner network in Europe, complemented by spare parts, professional installation, warranty, and training services (ATH All-In package).
Is ATH-Heinl a public or private company?
ATH-Heinl is a private company. It is classified as family owned and is currently operating.
When was ATH-Heinl founded?
ATH-Heinl was founded in 1991. It employs 101 to 250 people.
Where is ATH-Heinl based?
ATH-Heinl is headquartered in Illschwang, Germany, in the Europe region.
How does ATH-Heinl make money?
Three revenue lines are on record. Workshop Equipment Sales are the primary driver. The others are spare Parts and Accessories and installation and Service.
Who are ATH-Heinl's main competitors?
Broad incumbents on record are Snap-on Incorporated, Hunter Engineering and Rotary (Vehicle Service Group). Direct peers are Ravaglioli / Sice, Werther International, MAHA Maschinenbau Haldenwang, Hofmann Megaplan / Snap-on Equipment, Beissbarth, Nussbaum Automotive Lifts and Corghi.
Does ATH-Heinl have an API?
No public API is recorded for ATH-Heinl.
What industry is ATH-Heinl in?
ATH-Heinl's product category is Automotive Workshop Equipment. Its primary akta.pro industry code is TLAKAAAD, Tire & Wheel Services (Mount/Balance/Alignment), with a secondary code of TLAKAOAD, Tires, Wheels & Retread Supply Distribution. Its NAICS code is 3363 and its SIC code is 3714.