Rotary Lift

What Rotary Lift does

Rotary Solutions, operating commercially as Rotary Lift, is a North American manufacturer of vehicle lifts and automotive shop equipment, founded in 1925 and headquartered in Madison, Indiana. The company is a wholly-owned subsidiary of VSG Dover's Vehicle Service Group and operates a multi-brand portfolio including Rotary, Direct Lift, Forward Lift, and Chief Collision Technology, collectively spanning car lifts (two-post, four-post, in-ground, scissor, low-rise, mid-rise), truck lifts (two-post, four-post, in-ground, mobile-column, scissor), wheel service equipment (tire changers, wheel balancers, alignment systems), collision repair systems (frame racks, anchoring, Meridian Live Mapping, welders), A/C service equipment, and vehicle diagnostics. Its core engineering focus is mechanical lifting platforms with recent patent-pending innovations such as All-Vehicle (AV) Lift Arms enabling service from low-profile passenger vehicles through Class 5 heavy-duty trucks on a single lift.

The company monetizes primarily through one-time equipment sales, supplemented by recurring parts and accessories revenue and professional services including installation (ServALL), training (Rotary Solutions University, RAI Training), and technical support (Chief E-Tech). Pricing is quote-based with product-specific rebates typically ranging from $300 to $1,000, and QuickShip-eligible SKUs carry a 7-day shipping guarantee from Madison, Indiana. Distribution combines direct enterprise field sales with what the company describes as the most extensive authorized dealer and installer network in North America, supplemented by dedicated government purchasing channels and regional operations in Europe and Asia. Customer segments are fragmented across auto repair shops, collision repair shops, auto and truck dealers, commercial and government fleets, defense operations, and adjacent verticals such as agriculture, material handling, outdoor recreation, and auto enthusiasts.

Name

Rotary Lift

Legal name

Rotary Solutions

Website

https://rotarylift.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

11–50 employees

Short description

Rotary Solutions, operating as Rotary Lift, is a North American manufacturer of vehicle lifts, wheel service, and collision repair equipment serving auto repair shops, dealers, fleets, and government/defense customers since 1925 under multiple sub-brands.

Ownership category

akta.pro rank

Product category

Automotive Shop Equipment

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Specialized Lifting Systems (Hydraulic Gantries, Strand Jacks, Jacking Systems) (IMAHAJAO)

akta.pro secondary industry

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)

Keywords

• Vehicle lifts
• Automotive shop equipment
• Car lift systems
• Wheel service equipment
• Collision repair equipment

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: One-time sale of vehicle lifts (car lifts, truck lifts), wheel service equipment, collision repair equipment, and other automotive shop equipment. Products sold through direct sales and channel partners.
2. Parts & Accessories: Replacement parts, lift accessories, lift adapters, wheel service parts, A/C parts, and collision repair parts. Ongoing revenue stream from maintenance and repairs.
3. Service & Installation: Installation and repair services through ServALL program and Rotary Authorized Installers. Training services through Rotary Solutions University and RAI Training.
4. Training Services: Industry training including collision repair training, RAI (Rotary Authorized Installation) training, and certification programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Rotary Lift manufactures and sells vehicle lift systems (two-post, four-post, in-ground, scissor, mobile column lifts), wheel service equipment (tire changers, wheel balancers, alignment systems), and collision repair equipment (frame racks, anchoring systems, welders, and the Meridian Live Mapping diagnostics system). The company operates under the Rotary, Direct Lift, Forward Lift, and Chief Collision Technology sub-brands, serving auto repair shops, dealerships, fleets, government, and military customers across North America.

Product overview

Rotary Solutions is a comprehensive automotive shop equipment manufacturer offering a broad portfolio of vehicle lifts and service equipment across multiple sub-brands. The product ecosystem centers on Rotary-branded car and truck lifts as the core offering, supplemented by Forward Lift and Direct Lift for specialized lifting applications, and Chief Collision Technology for collision repair equipment. Key product categories include: Car Lifts (Two-Post, Four-Post, In-Ground, Scissor, Low-Rise, Mid-Rise variants); Truck Lifts (Two-Post, Four-Post, In-Ground, Mobile-Column, Scissor variants); Wheel Service Equipment (Wheel Balancers, Tire Changers including the R1250 Leverless Pro, Wheel Alignment, Alignment Lifts); Collision Repair Equipment (Anchoring Systems, Frame Racks, Meridian Live Mapping System, Welders, Tools); A/C Service Equipment; Vehicle Diagnostics & Calibration; and Parts & Accessories. Recent innovation includes the patent-pending All-Vehicle (AV) Lift Arms technology across multiple lift lines, enabling shops to service everything from low-profile passenger vehicles to Class 5 heavy-duty trucks with a single lift system.

Differentiator

Problem solved

Functional benefit

Brands

• Rotary: Primary brand for automotive lifts and vehicle service equipment
• Direct Lift
• Forward Lift
• Chief Collision Technology
• ServAll
• Rotary Solutions University

Products and services

• SPOA10-AV Two-Post Lift Two-post lift with 10,000 lbs. capacity featuring AV Arms technology, designed for comprehensive vehicle coverage for auto repair shops and dealerships.
• SPO12-AV Two-Post Lift 12,000 lbs. capacity two-post lift with broader base and AV Arms technology, providing greater reach, retraction, and vehicle access for EVs, trucks, and unibody cars.
• SPO16-AV Two-Post Lift Heavy-duty two-post lift with 16,000 lbs. capacity for servicing larger vehicles including Class 5 heavy duty vehicles.
• SPO20 Two-Post Lift High-capacity two-post lift with 20,000 lbs. capacity for heavy-duty truck and commercial vehicle service.
• SLW210-AV Car Lift All-vehicle capable car lift with AV technology for versatile vehicle servicing.
• R1250 Leverless Pro Tire Changer Leverless tire changer with industry-leading performance and safety enhancements for dealerships and tire shops, featuring tech-friendly operation with speed and care.
• FLEXMAX 14 Mobile Column Lift Versatile mobile column lift system for servicing buses, tractors, pickup trucks, forklifts, semis, and other heavy equipment, configurable for different applications.
• Meridian Live Mapping System Live collision diagnostics system that delivers real-time collision diagnostic data to shops, eliminating the need for constant refreshing.
• DP15 Two-Post Truck Lift (Forward Lift Brand) Forward Lift branded two-post truck lift with 15,000 lbs. capacity for truck dealer applications.
• XA14 Two-Post Lift (Forward Lift Brand) Forward Lift branded two-post lift with 14,000 lbs. capacity for versatile truck and heavy vehicle service.
• R1090 Tire Changer Rotary branded tire changer equipment for wheel service applications.
• Car Lifts Product Line Complete line of car lifts including Two-Post, Four-Post, In-Ground, Scissor, Low-Rise, and Mid-Rise lifts for automotive repair shops.
• Truck Lifts Product Line Complete line of truck lifts including Two-Post, Four-Post, In-Ground, Mobile-Column, and Scissor lifts for heavy-duty truck service applications.
• Wheel Service Equipment Complete wheel service equipment including Wheel Balancers, Tire Changers, Wheel Alignment systems, Alignment Lifts, and accessories.
• Autobody Collision Repair Equipment Complete collision repair solutions including Anchoring Systems, Frame Racks, Live Vehicle Mapping Systems, Tools, Welders and Workstations, and Parts & Accessories.
• A/C Service & Repair Equipment Automotive A/C service equipment including A/C Carts and Parts & Accessories for vehicle climate control service.
• Vehicle Diagnostics & Calibration Vehicle diagnostic and calibration equipment including Vehicle Data systems for modern vehicle service requirements.
• ServALL Installation & Repair Service Managed service program providing professional installation and repair services for Rotary equipment through certified technicians.
• Rotary Solutions University Training Industry training program including collision repair training, Rotary Authorized Installer (RAI) training, and certification programs for installers and technicians.

Quantifiable outcome

• 7-day QuickShip delivery guarantee on eligible products
• +2 more outcomes

Segments13 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Rotary Authorized Installers (RAI)coreChannel Partner/ Reseller/ DistributorNetwork of certified installers trained and authorized by Rotary Solutions to install and service equipment. Installers have access to training, support resources, and locator services on the website. RAI Locator helps customers find local authorized installers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Snap-on Incorporated: Snap-on is a broad incumbent in automotive service equipment and tooling, offering lifts, wheel service, diagnostics, and shop tools to the same dealership and shop customer base as Rotary, though as part of a much larger diversified portfolio.

Direct peers

• Mohawk Lifts: Mohawk Lifts manufactures vehicle lifts including two-post, four-post, scissor, and in-ground models primarily for North American automotive shops, overlapping with Rotary's core lift offerings and similar dealer-distribution model.
• Hunter Engineering: Hunter Engineering is a leading manufacturer of wheel service equipment including alignment systems, tire changers, and balancers for automotive shops and dealerships, directly competing with Rotary's wheel service product line.
• Dannmar Equipment: Dannmar manufactures two-post, four-post, scissor, and specialty vehicle lifts along with tire changers and wheel balancers, directly competing with Rotary's lift and wheel service lines for the small-to-mid shop customer segment.
• MAHA USA (MAHA Maschinenbau Haldenwang): MAHA manufactures vehicle lifts, brake testers, and wheel service equipment for automotive shops and government inspection stations, with product lines that overlap Rotary's truck lifts and wheel service offerings in the North American market.
• Nussbaum (Nussbaum Automotive Solutions): Nussbaum manufactures vehicle lifts for automotive shops and dealerships with strong European engineering DNA, directly competing with Rotary's two-post and specialty lifts in the North American market.
• BendPak: BendPak is one of Rotary's closest direct competitors, manufacturing two-post, four-post, scissor, and mobile column vehicle lifts along with wheel service equipment for the same automotive shop and dealership customer base across North America.
• Challenger Lifts: Challenger Lifts manufactures vehicle lifts (two-post, four-post, scissor, in-ground, mobile column) for automotive service shops, dealerships, and fleet customers, directly overlapping with Rotary's core product lines and channel model.
• Stertil-Koni: Stertil-Koni specializes in heavy-duty vehicle lifts including mobile column lifts, two-post, four-post, and in-ground systems for trucks, buses, and military vehicles, directly competing with Rotary's Forward Lift truck lift portfolio.

Emerging players

• Car Bench International: Car Bench is a European-based manufacturer of collision repair equipment including frame racks and measuring systems, directly comparable to Rotary's Chief Collision Technology brand and Meridian diagnostic platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Rotary Lift