ATH-Heinl

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.

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

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

• Vehicle lift systems
• Tire changing equipment
• Wheel balancing machines
• Automotive workshop equipment
• Scissor lift platforms

Headquarters

HQ city

Illschwang

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. Spare Parts and Accessories: Spare parts supply for all equipment lines, including filters, maintenance kits, and replacement components available through product catalog.
3. Installation and Service: Professional mounting by company experts, warranty services, and training/instruction services as part of ATH All-In package.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• COPARTS Autoteile GmbHcoreChannel Partner/ Reseller/ DistributorCOPARTS 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 NetworkcoreChannel Partner/ Reseller/ DistributorCAR1 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.
• hostettlerminorChannel Partner/ Reseller/ DistributorSwiss automotive parts distributor offering ATH-Heinl products through branded SmartKat catalog in German and French.
• WM SEminorChannel Partner/ Reseller/ DistributorGerman workshop equipment distributor with branded ATH-Heinl SmartKat catalog.
• EUROPARTminorChannel Partner/ Reseller/ DistributorEuropean automotive parts distributor offering ATH-Heinl products in Poland and Hungary through branded SmartKat catalogs.
• AutopartnerminorChannel Partner/ Reseller/ DistributorCentral European automotive parts distributor with branded ATH-Heinl SmartKat catalogs in Czech, Polish, and German.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad 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

• Xtwitter.com/ath_heinl
• YouTubeyoutube.com/user/ATHHeinl
• Facebookfacebook.com/ath.heinl
• LinkedInlinkedin.com/company/ath-heinl-gmbh-&-co.kg
• Instagraminstagram.com/athheinl
• Pinterestpinterest.de/athheinl

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 ATH-Heinl