Giuliano Automotive – 50 Years of Manufacturing Garage Equipment

In 1976, Giuliano Maselli laid the foundations for what would become one of the most respected, innovative, and successful manufacturers of garage equipment.

Established in the heart of the Italian ‘Motor Valley’, rubbing shoulders with famous names such as Ferrari, Lamborghini, Maserati and Ducati, Giuliano Automotive went on to firmly place itself amongst the garage equipment ‘elite’, particularly in the tyre equipment sector.

Today, still operating in the same location, the company has grown to a formidable size and has far-reaching tentacles throughout the World.

Celebrating their 50^th Anniversary is even more poignant in the UK, where they have recently established their very own ‘daughter’ company, Giuliano Automotive UK.

“Although Giuliano garage equipment products have been sold for decades in the UK under various brand names and OEM affiliations, this is the first time the Giuliano name on a product has been quite prevalent”, commented James Boon, co-founder of the UK entity.

“The Italian Garage Equipment manufacturing fraternity has been hit hard in the last 20 years or so from low-cost competition in Asia”, continues James, “ and so to be associated with a name that has not only survived that pressure, but actually thrived, is really enthusing for both customers and those involved in the UK business. The 50-year celebrations represent perfect timing for us to instil confidence and credibility in the market.”

Located in Oundle, near Peterborough, Giuliano Automotive UK specialises in tyre equipment, with the current portfolio of tyre changers and wheel balancing machines set to be enhanced with wheel alignment and lifting. Whilst those products will be coming from carefully chosen partners, their natural fit into the Giuliano tyre equipment line-up, which has a strong emphasis on ‘premium’ quality, strengthens the company’s focus on high-end equipment and even higher levels of customer service.

“To make it to 50, still be family-run, and to still be expanding and strengthening, is an incredible achievement”, added James, “and to be a part of what is essentially the next chapter in Giuliano’s story is something we are all very proud of”.

There will be a number of anniversary-related promotions and incentives this year, including an ‘Anniversary Package’ tyre changer and balancer promotion later in the year.

Check out the timeline for Giuiano’s progression since 1976…

Giuliano Automotive Timeline

1976–1989 | Humble Beginnings

• 1976 – Giuliano S.r.l. is founded in Correggio, in the heart of the Motor Valley and the cradle of Italian automotive engineering
• 1983 – Launch of the first product entirely built in-house by GIULIANO: the SILVER 11 tyre changer
• 1985 – First participation at the Autopromotec trade fair, marking GIULIANO S.r.l.’s debut at an international exhibition.
• 1985 – Production of the first Giuliano vehicle lift, the S25, expanding the product range.

1990–1999 | Going Global

• 1990 – Entry into American and Japanese markets: the company begins its international strategy
• 1991 – Construction of Giuliano’s first company-owned manufacturing facility in Correggio
• 1993 – Acquisition of Maic brand of Formigine, a historic manufacturer of hydraulic vehicle lifts
• 1997 – Opening of a second production plant in Correggio to meet growing demand with increased capacity and efficiency
• 1997 – Completion of the first full range of Giuliano wheel balancers.
• 1998 – First international approval of the S224 tyre changer model by Bridgestone in Japan
• 1999 – Registration of Giuliano’s first patent, marking the beginning of a new era in R&D.

2000–2010 | Technology and Innovation

• 2001 – Launch of the first testing and diagnostic product, confirming the company’s technical expansion
• 2003 – The complete range of vehicle inspection and diagnostic equipment receives all approvals from the Italian Ministry of Transport; export versions are certified by TÜV NORD
• 2008–2011 – First partnership agreement in China and opening of the production subsidiary in Suzhou, to enhance global manufacturing capacity

2011–2023 | International recognition

• 2011 – Giuliano becomes an official supplier to the Italian Army – a sign of trust and technical reliability
• 2014 – The G1 Sport model is used on international ERTS DTM / Formula 3 circuits and at the Red Bull Ring, demonstrating the high performance of Giuliano equipment
• 2015 – The company wins the “Twenty Top Tools” award for the third time (after 2011 and 2013); Giuliano becomes an official member of ASA Germany
• 2016 – BMW officially approves the XBOSS Touchless Tyre Changer and other Giuliano models for use in its authorised service centres
• 2018 – Mercedes-Benz and Lamborghini officially recognise the quality of Giuliano equipment
• 2020–2022 – Global partnership with Pirelli R&D departments; Lamborghini recommends XBOSS and includes Giuliano in its “After Sales Selected Partner” program

2024–2025 | New facilities

• 2024 – Inauguration of the new 10,000 m² production plant in Suzhou, China, a major milestone in the international expansion strategy
• 2025 – Opening of the new subsidiary in the United Kingdom
  
  

2026 | Half a Century of continued success…. And beyond!

2026 will be a year of celebration. This doesn’t mean endless evenings of Parma Ham washed down with copious amounts of Sangiovese (although that may well feature heavily), but a year of exclusive promotions, new product announcements and general expansion.

The production capacity will exceed 10,000 m² in Italy, alongside its international plants and the recently established UK facility where machines are assembled by hand for the local market..

Continuous investment in research and development, new technologies, and ever more advanced products is just part of our philosophy, which is also heavily focused on excellent customer service and maintaining that ‘family feel’ that makes us easy to deal with.

From the Motor Valley of Italy to the heart of the UK, Giuliano’s Italian passion, determination and expertise are set to become a fixture in the UK automotive industry in the guise of Giuliano Automotive UK!

To buy from Giuliano Automotive UK, with half a century of knowledge and experience in the garage equipment industry, call us on 01733 920 440.