Company profile

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  • Company profile
Slide background WORKING

Working is most of our day
Slide background Working is what give the chance to live our life, to gain what we need for our life. Working is basic for our life.
Slide background Somebody said work ennobles man; other said it leads to happiness
Slide background Most seeing it as a way to get results, fame, richness
Slide background Results not always come, but working is always necessary
Slide background But when you work with PASSION, everything changes!
Slide background Passion is what pushes you to never give up, to always do your job with commitment, dedication, enthusiasm
Slide background It's what pushes you to keep up, even when results don't come
Slide background It's a basic part of the result itself, as even if you can't get to the top, you're satisfied anyway, if you worked with passion
Slide background Since 40 years we've been designing and producing our machines with passion
Slide background We dream to be able to convey our passion inside what we produce
Slide background So that those who are using our products can feel, as we do, they're working with excellence
Slide background Since 40 years we've been putting our passion at your service. To give you the best, in every moment of your business
Slide background Ever seen anything better? Maybe, but in this field, we can really give you the best
Slide background SINCE 40 YEARS Profession Passiong

Giuliano Automotive has been active in the automotive equipment field since over 45 years as a manufacturer of tyre service equipment products: tyre changers for car, motorcycle, truck and heavy duty wheels, lifting equipment for tyre service and wheel balancers, Paint Lifts, wheel-alignment and testing equipment.

A brief background history

Based in Correggio, the “homeland” of tyre changers, Giuliano Automotive has been manufacturing equipment for car service shops and tyre dealers for over 40 years. Founded as a corporation in 1976 in Carpi (MO), Italy, by Giuliano Maselli and other shareholders, this business enterprise was converted into a limited-liability company in 1980.

In 1981, its headquarters were moved to Correggio (RE), Italy, where Giuliano Company is still located today.

Our first product was a tyre changer sold under the Silver brand, which gained a significant market share in just short time. The key to its success was its superior quality, combined with a highly flexible production system, capable of quickly meeting customers’ needs and providing prompt, efficient service.

In the '90s the company significantly expanded its range of products by adding lifting equipment and setting up its own partially internal production, while obtaining the ISO9001 quality certification in the early 2000s.

In 2004 the first generation of The Boss tyre changer was released, and thanks to constant improvement and development, nowadays it has become a product of great interest to tyre service shops dealing with luxury car tyres. This superautomatic tyre changer is equipped with innovative automatic finger-tool, to remove tyre bead without using the traditional bead lifting lever and without any risk of damaging the rim because there is no contact between finger tool and rim (real no contact and leverless tyre-changer).

In 2008 Giuliano patented QX leverless mount/demount system, the first universal device available on the market, designed to upgrade every traditional tyre changer (including competitors' models) to a Leverless configuration, with a reduced and convenient investment. This concept, together with our success with QX, has allowed GIULIANO to bring forward an even newer idea: QX "Plus" Lever-No Lever System, which can work in an extremely professional way, either with or without a bead lifting lever.

From 2010 onwards, after consolidating its position on the foreign markets, the company has set the goal of also becoming an undisputed protagonist on emerging markets.
Our will to be a successful player in this new context led us to set up a branch in China, in order to be present on the territory and be able to directly monitor and satisfy the specific needs of this market. China, the largest automobile market in the world, was therefore the ideal birthplace of Giuliano Automotive Equipment Suzhou: a company able to provide tyre professionals with state-of-the-art tyre service equipment and excellent technical support & customer service even in that emerging market segment.

In 2014 Giuliano drove on the world's most prestigious race tracks with G1 Sport tyre changer. Designed for race tyre applications, it can fit and strip up to 2000 tyres in a single race weekend!

In 2015, Giuliano officially presented their XBOSS, top-of-the-range leverless and real no contact tyre changer. Advanced ergonomics, performance upgrade and new design (all covered by international patents) are the distinguishing features of XBoss tyre changer, which make it stand out from the competitors’ products.

In 2017 the exclusive PAR-MOVE Concept Series was introduces, featuring reinforced chassis and new robust fixed vertical tower with innovative parallelogram operating arm to grant much higher rigidity than in any conventional tilt back model. The new design makes the new machines extremely robust and stiff, granting increased rigidity and eliminating all flexes, further then maintaining the memory of the working position.

As a future-oriented company, Giuliano Automotive has always been convinced that continuous investment in innovation is essential to constant growth. To this end, Giuliano Automotive has been devoting significant resources to advanced research into new technologies and design, so as to be able to improve both safety and quality of work for professional tyre service shops.