Automatic Transmission Service Group

What Automatic Transmission Service Group does

Automatic Transmission Service Group (ATSG) is a privately held Milwaukee-based company founded in 1985 that provides technical support, documentation, and education services to the automatic transmission repair industry. Its core product is a library of proprietary TechTran technical manuals covering specific high-volume transmission platforms (Ford 10R140 and 10R80, Toyota/Lexus UB80E, GM 9T45/9T50/9T60/9T65, Stellantis 948TE, and Dodge 46RE/47RE/48RE), each walking through complete teardown, assembly, and diagnostic procedures in print and digital download formats. The company layers on a $75/month membership providing unlimited technical hotline access (including Spanish-speaking support), an online Tech Library of technical bulletins, member discounts, and eligibility for the Advantage Warranty Program and the ETE REMAN Authorized Repair Network, plus a $75 per-case Pay-Per-Case hotline alternative for non-members.

ATSG monetizes through three distinct revenue mechanics: recurring subscription (membership), usage-based (Pay-Per-Case), and one-time transactional sales of manuals, seminar book sets, the 2026 LVS Package, and training videos. Distribution is entirely direct-to-customer, including the atsg.com website, the atsgbookstore.com e-commerce storefront, phone sales at (800) 245-7722, and an eight-city U.S. in-person seminar circuit (Louisville KY, John Force Racing Center CA, Chicago IL, Atlantic City NJ, Orlando FL, Sacramento CA, Dallas TX, Phoenix AZ). Recent product activity includes the 2024 launch of the 10R140 and UB80E TechTran manuals, the 2025 Seminar Book Set & DVD, and the 2026 launch of the Wayne's World video series hosted by transmission expert Wayne Colonna, distributed through the members-only Tech Library.

The customer base comprises independent transmission repair shops and individual automotive technicians — a fragmented SMB and prosumer audience with no disclosed enterprise anchors. Supporting products include the OBD II Lookup and Transmission Lookup web tools, webinars, training videos, the Freewheel mobile app, and sub-brands TechTran, Wayne's World, and Advantage Warranty. Revenue, funding, ownership structure, and management team are not publicly disclosed; the company operates as an independent private entity serving the U.S. market only.

Name

Automatic Transmission Service Group

Legal name

Automatic Transmission Service Group

Website

https://atsg.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

ATSG, a privately held Milwaukee company founded in 1985, provides technical manuals (TechTran), expert hotline support, seminars, and warranty/network certification to independent transmission repair shops and automotive technicians across the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Program: Monthly subscription at $75/month providing unlimited technical hotline calls, online access to technical bulletins, updated ATSG Tech Library, quick reference diagnostic material, discounts on tech products, and eligibility for the Advantage Warranty Program and ETE REMAN Authorized Repair Network.
2. Pay-Per-Case Service: One-time case-based technical support at $75 per case. Covers transmission questions on diagnosis, repair, parts, rebuilding, replacement, and electrical issues with up to 10 calls or 30 days of support per issue.
3. TechTran Manual Sales: Sale of technical manuals for specific transmission models in print and digital download formats. Prices range from $40-$50 per manual. Products include the 10R140 TechTran, UB80E TechTran, 9T45/9T50/9T60/9T65 TechTran, 948TE TechTran, 10R80 TechTran, and 46RE/47RE/48RE TechTran.
4. Seminar Book Sets and DVDs: Annual seminar book sets (Red, White, and Blue 2026 Seminar Books) sold for $150 with free USA shipping. Also available with DVD recordings.
5. 2026 LVS Package: Annual package including 2026 Seminar Recording, 2026 Seminar Book Set, and Hat with free shipping.
6. Webinar and Video Content: Pay-per-video or unlimited access included with membership. Wayne's World video series with 23 new videos available to members in the Tech Library.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Automatic Transmission Service Group (ATSG) provides technical support, documentation, and education services for the automatic transmission repair industry. The company sells TechTran technical manuals for specific transmission models, offers a monthly membership program granting access to expert technical hotline support, technical bulletins, and an online tech library, and runs in-person technical seminars and webinars across multiple U.S. cities.

Product overview

ATSG operates as a transmission repair education and technical support company offering a portfolio of products and services. The core offerings include TechTran technical manuals for specific automatic transmission models (Ford 10R140, 10R80, Toyota/Lexus UB80E, GM 9T45/9T50/9T60/9T65, Stellantis 948TE, and Dodge 46RE/47RE/48RE), available in print and digital formats. These manuals are complemented by membership programs ($75/month) providing unlimited technical hotline access, Spanish-speaking support, online Technical Bulletins, Tech Library access, and discounts. Pay-Per-Case service ($75/case) offers per-issue technical support. Educational services include in-person seminars at multiple U.S. locations, webinars, and training videos. Online diagnostic tools include OBD II Lookup and Transmission Lookup. The company also provides an Advantage Warranty network and a Tech Library (members-only) with technical bulletins and Wayne's World video series.

Differentiator

Problem solved

Functional benefit

Brands

• TechTran: Technical manual series covering various automatic transmission models including 10R140, UB80E, 948TE, 10R80, 46RE/47RE/48RE, and 9T45/9T50/9T60/9T65 TechTran manuals.
• Wayne's World
• Advantage Warranty
• Freewheel App

Products and services

• ATSG Membership Program
• Pay-Per-Case Technical Support
• ATSG Technical Seminars In-person technical seminars held at multiple U.S. locations (Louisville KY, John Force Racing Center CA, Chicago IL, Atlantic City NJ, Orlando FL, Sacramento CA, Dallas TX, Phoenix AZ) covering transmission repair topics from the annual Seminar Book Sets. Targeted at transmission repair professionals seeking hands-on education.
• ATSG Webinars
• Training Videos (Wayne's World Video Series) Video-based training content hosted by transmission expert Wayne Colonna covering automatic transmission diagnostics and technical knowledge. Available pay-per-video or included with membership for unlimited access. 23 videos released with more added monthly.
• 10R140 TechTran Manual Technical manual for Ford 10R140 automatic transmission that guides technicians through complete teardown and assembly procedures, with diagnostics included. Available in print and digital download formats with free USA shipping.
• UB80E TechTran Manual Technical manual for Toyota/Lexus UB80E transmission that walks technicians through complete service and diagnostic procedures. Available in print and digital download formats with free USA shipping.
• 9T45/9T50/9T60/9T65 TechTran Manual
• 948TE TechTran Manual
• 10R80 TechTran Manual
• 46RE/47RE/48RE TechTran Manual
• Advantage Warranty Program
• 2025 Seminar Book Set & DVD Annual seminar book set and DVD set covering transmission topics from the 2025 in-person seminars. Priced at $150 with free USA shipping, available in print and digital download formats.
• 2026 LVS Package Annual package including the 2026 Seminar Recording, 2026 Seminar Book Set, and Hat with free USA shipping. Targeted at transmission repair professionals unable to attend the in-person seminars.

Quantifiable outcome

• Pay-Per-Case provides support for up to 10 calls or 30 days per transmission issue

Segments3 records

Ideal customer profiles2 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.

• ETE REMANcoreChannel Partner/ Reseller/ DistributorATSG offers membership eligibility for participation in the ETE REMAN Authorized Repair Network, allowing qualifying repair shops to join a network of authorized transmission repair providers.
• John Force RacingminorStrategic or Co-development PartnerJohn Force Racing Center in CA serves as a seminar venue location for ATSG's technical seminars, providing a professional racing facility environment for automotive transmission education.
• Advantage WarrantycoreStrategic or Co-development PartnerATSG operates the Advantage Warranty Program, a warranty network providing nationwide coverage for transmission repairs. Members can participate in this program.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Precision International: Precision International manufactures transmission overhaul kits and provides technical reference materials to transmission rebuilders. Comparable to ATSG as a transmission-specialized supplier supporting professional rebuild shops with both products and technical content.
• Sonnax: Sonnax manufactures and distributes transmission parts while also producing technical bulletins, training manuals, and industry content for transmission rebuilders. Directly comparable to ATSG in domain specialization and target audience of professional transmission repair shops.
• Identifix: Identifix (now part of Solera) provides automotive diagnostic and repair information, hotline support, and training content to professional repair shops. Closely comparable to ATSG in the technician-facing technical support and information business model.
• Motor Age Training: Motor Age Training provides automotive technician training content, including videos, courses, and certification prep, targeting professional repair technicians. Comparable to ATSG in the technician education and content business model.
• Transtar Industries: Transtar distributes transmission and drivetrain parts nationwide to repair shops and provides accompanying technical resources. Comparable to ATSG as a transmission-focused supplier with technical support content serving the same professional repair customer base.

Broad incumbents

• Raybestos Powertrain: Raybestos Powertrain is a major supplier of transmission and torque converter components with technical bulletins and training resources. Comparable to ATSG as a broader incumbent in the transmission parts and technical support category, serving similar shop customers.
• Cardone Industries: Cardone is a large automotive parts remanufacturer offering remanufactured transmissions alongside technical resources. Comparable as a broader incumbent in the automotive aftermarket, serving repair shops with parts and supporting technical information.

Others

• ATRA (Automatic Transmission Rebuilders Association): ATRA is the industry association for transmission rebuilders, providing training, certification, and technical standards to the same target audience ATSG serves. Comparable as an ecosystem participant shaping transmission repair professional education and best practices.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/atsgcompany
• Facebookfacebook.com/ATSGcompany
• LinkedInlinkedin.com/company/atsg-automatic-transmission-service-group-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Automatic Transmission Service Group