Filterworks USA Becomes Autotality to Reflect Expansion Within Automotive Equipment Industry

Filterworks USA, a leading equipment distributor within the automotive repair industry and part of Inc. Magazine’s list of Fastest-Growing Companies in the United States four years in a row, on Oct. 1 announced a rebrand to its title and visual identity.

The new company name is Autotality, reflecting recent accelerated growth within the automotive repair equipment space stemming from Filterworks USA’s acquisitions of Carolina Collision, Moore Equipment, Trans-Star and Seifert Equipment Company.

The new title demonstrates the company’s full spectrum of automotive equipment services to provide quality support for premier manufacturers across the automotive industry, and captures the company’s 360-degree roster of services for automotive service departments and collision repair centers.

The new tagline, “Design. Equipment. Service.” clearly conveys the centralized mission of the brand to provide customers with unparalleled facility design, industry-leading equipment and unrivaled service.

Autotality’s growing fleet of vehicles to serve customers throughout the southeast U.S. will incorporate the new logo and tagline.

“Our new brand, Autotality, brings together five of the leading automotive collision equipment distributors in the country with decades of combined experience,” said Gregg Strandberg, founder and CEO of Filterworks USA and CEO of Autotality. “Autotality is rooted in a passion for top-tier automotive facilities and a commitment to providing customers with industry-leading equipment.

“Our new brand name better reflects our growing scope and capabilities as a world-class provider of equipment for automotive service departments and collision centers, and our new, modern identity will drive continued advancement and growth within the space.”

Autotality’s current market area includes the entire southeast: Florida, Georgia, Tennessee, South Carolina, Alabama, Virginia and North Carolina.

Autotality is a licensed general contractor in Florida, Georgia and North Carolina, with additional states likely to be added soon. Autotality’s concrete and general contractor capabilities, collision expertise, new dealer experience and network of equipment manufacturers and dealer relationships will complement continued growth across the automotive space for years to come.

Acquisition Details

Filterworks USA is an authorized distributor for leading equipment manufacturers in the collision and automotive repair industry, inducing Garmat USA, Car-O-Liner, Hunter Engineering, Rotary Lifts and more. Founded by Strandberg in 1988, Filterworks USA offers complete design, permitting, installation, training and services solutions for automotive collision centers and service departments, all in-house.

In 2019, Filterworks acquired Trans-Star Automotive, Seifert Equipment and Carolina Collision Equipment. In 2020, Filterworks initiated its partnership with Moore Equipment Sales.

Jim Seifert will continue to run and grow the Seifert division of Autotality. Larry and Lori Brolsma, the previous owners of Carolina Collision Equipment, remain in key leadership positions within Filterworks, continuing to run the CCE business. Mickey Moore, the previous owner of Moore Equipment Sales, continues to run the MES business for Filterworks.