Coats (not Coates) is a division of Henessey Industries, a small conglomerate of automotive equipment mfgs. all held by the same corporation. The biggest issue with ANY tire equipment is how quickly you can get them fixed. Brands like Ranger, Atlas, etc. typically don't have anyone set up on a local level to do their repairs, and if they do have someone around to fix them, that repair person does not typically stock parts for the equipment they sell. (Same goes on their lifts, brake lathes, etc.) If a tire machine goes down, your tire business is shut down..Coats (and Hunter) have the largest service organizations in the USA for BLT service. (Balancers, Brake Lathes and Tire changers). Their equipment tends to be much more durable and service is available readily throughout the USA. (This is the reason major chains such as Goodyear, Midas, Sears, etc. depend on these two brands exclusively).
The same issues can be said for the lifts and air compressors that you plan on purchasing. If a lift goes down or an A/C goes down and no one can get parts to fix it, you are basically in deep doo-doo. Rotary has the largest service organization and Champion has the largest A/C service organization, from my experience.