Infrastructure with Trusted Global Brands
Vehicle Service Group (VSG), a vertical under the Dover Group, has been making significant strides in the Indian market since 2005. Initially entering the market through a distributor channel, VSG quickly realized the potential of direct engagement with local customers. In 2010, the company established its direct presence, underscoring its commitment to the Indian automotive service sector. Today, VSG operates under four renowned brands: Rotary Lift, Ravaglioli, Direct, and Hanmecson.
Govind Garad, National Sales Manager for India and Southeast Asia at VSG, explains, “We have always focused on offering high-quality vehicle service equipment that is tailored to the unique needs of the Indian market. By partnering with OEMs, independent service providers, and dealers, we ensure that our solutions enhance efficiency, safety, and productivity in the workshop.”
Product Range: A Comprehensive Offering
VSG Dover offers a broad portfolio of automotive service equipment in India. The product range spans automotive lifts, wheel service equipment, test lanes, vehicle diagnostics, and collision repair solutions. Rotary Lift, for instance, is known for its industry-leading automotive lifting solutions, while Ravaglioli provides advanced wheel alignment, tire changers, and diagnostic systems.
Govind adds, “We are particularly strong in the automotive lifting category, where we lead the market. Rotary Lift is a trusted name across OEM workshops and high-volume service centers.”
Manufacturing & Sourcing: Global Expertise with Local Sensitivity
VSG Dover’s products are sourced from some of the most reputable manufacturing facilities worldwide, including the USA, Europe, and Asia. “We ensure that all our products meet global safety and performance standards,” he says. “At the same time, we’re focused on localizing solutions to meet the specific requirements of the Indian market.”
The strategy is clear: VSG Dover seeks to offer a perfect balance of quality and cost. By optimizing supply chain efficiency and integrating technology, the company ensures that premium products remain competitively priced. Govind elaborates, “We aim to provide customers with not just a product, but an investment that delivers maximum return over time.”
In an industry where many companies offer a broad range of products, VSG Dover stands apart with its focus on premium solutions. Govind explains, “We don’t just want to fill a portfolio; we want to be the best in the categories we operate in. Rotary Lift, for example, is celebrating its 100-year anniversary in 2025, and that’s a testament to its quality and innovation.” By focusing on premium solutions, VSG Dover ensures long-term reliability and superior performance in every product. The company has carved out a niche in the automotive equipment sector, focusing on efficiency, safety, and durability.
VSG Dover recognizes that product quality alone is not enough. Aftersales support is crucial to the success of any brand, especially in a market like India where quick response times and minimal downtime are essential. “We pride ourselves on providing unmatched aftersales support,” he says. “Our extensive dealer network across India ensures that technicians are always on hand for troubleshooting and training. Additionally, we maintain a strong inventory of spare parts to reduce downtime.”
VSG’s products are designed to offer long-term durability, with some Rotary lifts still operational after more than 20 years of use. “Our products are built to last. We want to ensure our customers get the maximum value over the lifespan of the equipment,” he emphasizes.
Overcoming Challenges and Seizing Opportunities
The automotive aftermarket sector faces several challenges, such as a preference for low-cost equipment and a lack of awareness about long-term ROI. Govind points out, “Many workshops opt for cheaper alternatives, but this often leads to higher maintenance costs and more frequent replacements. Quality equipment may cost more upfront, but it delivers better performance and a higher return in the long run.”
The increasing number of new dealerships and service centers in India presents a significant opportunity for VSG Dover. As new workshops require reliable, precision-driven equipment, VSG’s premium products are well-positioned to meet this demand. Govind adds, “Workshops that choose low-cost alternatives often end up realizing the true cost of ownership. They eventually turn to us for durable, high-performance solutions.”
Investing in Skill Development
In the automotive service sector, skilled technicians are essential for maintaining equipment efficiency. VSG Dover recognizes this and invests heavily in training and upskilling programs. “Through Rotary University, we offer structured training to dealers and technicians on installation, servicing, and troubleshooting,” he says. “We also provide regular online training and factory sessions to ensure that technicians are up-to-date with the latest advancements in automotive service technology.”
By continuously investing in skill development, VSG Dover ensures that its partners and customers can maximize the use of its equipment, enhancing overall service quality and efficiency.
Looking Ahead: The Road to 2030
As VSG Dover looks to the future, its strategic focus includes expanding its presence across India and Southeast Asia, particularly in the heavy-duty segment. “With the rise of commercial fleets and electric vehicles, there is a growing need for heavy-duty equipment,” he observes. “Rotary’s heavy-duty lifts, mobile column lifts, and inground lifts are positioned to revolutionize service solutions for high-load applications.”
As the industry continues to evolve, the company remains focused on delivering solutions that not only meet the needs of today’s workshops but also anticipate the demands of tomorrow.
