I’ve been seeing a whole lot of what looks to be paid promotions for Bosch’s new influencer campaign on social media. If you’re on Instagram, I’m sure you’ve seen it too. And then I received a press release about it.
Dear Bosch: When I said that I was hoping to see more press releases, I meant about new Bosch tools. But I guess I should be happy that we’re still in the loop, even though we didn’t get one of those swanky new Core18V batteries. I guess we’re not “influencer” enough for you?
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Anyway, here’s how it started off:
Does your relationship feel heavy and depleted? Is your partner unable to swiftly recharge after an already insufficient energy boost? It’s time to cut ties – with your power tool battery platform, that is.
And with Bosch Power Tools’ launch today of “Break Up 2 Trade Up”, the timing couldn’t be better! The nationwide contest urges tool users from all walks of life to share Instagram videos about why they’re ready to kick their battery platforms to the curb. The callout ends Nov. 21, when 1,000 winners will be invited to swipe right on a break-up kit containing a Bosch CORE18V battery, charger, and their pick of seven power tools.
Sorry, but no. I’m pretty happy with my current cordless power tool choices. My tool box is a rainbow of different cordless power tool brands.
Bosch wants you to create a break-up video and share it with your social media friends and followers, for a chance to win (1) battery, (1) charger, and (1) new cordless power tool from 7 choices.
Contestants can enter for their chance to win starting Tuesday, Nov. 5, by posting a brief video to Instagram explaining why they are ready to move on from their current battery platform.
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They’re giving away up to 1,000 prize packages.
Bosch will choose the most creative breakups to win a prize kit.
Some of the prize choices include newer tools, such as the 2nd generation “FREAK” impact tool, and others are a bit older such as the compact band saw Bosch came out with in 2011.
Here are the Bosch 18V cordless power tool:
- Reciprocating saw
- 6-1/2″ circular saw
- Radio
- 4-1/2″ angle grinder
- FREAK 2-in-1 impact
- Vacuum
- Compact band saw
(Pst. if you enter the contest, go for the PowerBox radio!!)
I at first thought that some of these tools were from the new Bosch “MegaWatt” tools collection, but they’re not, as the Freak impact looks to be the only brushless tool from among the prize choices.
Also, looking into it, the new MegaWatt tools don’t seem to have been released yet, such as the 7-1/4″ Strong Arm” circular saw, with retailers listing it as a preorder or out of stock. Hopefully we’ll see these new tools in 2020.
The tool prize choices are described in an online dating profile-like manner. For example, here’s what it says for the 2-in-1 impact (the FREAK):
Occupation: 18V Freak Impact Driver for bits and sockets
Hobbies: Driving
Likes: People who like to screw around
Dislikes: People who think there’s only one way to get things doneCHOOSE ME IF YOU THINK IT’S TIME TO MAKE AN IMPACT!
I like Bosch – a lot – but my relationship with other brands’ cordless power tools do not leave me feeling heavy and depleted. Other brands’ batteries do just fine recharging swiftly, and they certainly don’t have insufficient energy.
Bosch certainly does make some fine tools. Unfortunately, I can’t tell you about any of the new stuff, as we still don’t have review samples in-hand. I was excited about the compact brushless drills and impact drivers, but it has proven to be very difficult to get my hands on them.
There are lots of Bosch cordless power tools, accessories, and layout tools that I can heartily recommend. I really like their 12V compact cordless tools, for example, and their one-button laser distance measuring tools, and I also favor Bosch for certain types of power tool accessories.
But breaking up with other cordless power tool brands?
Bosch has some very nice tools and innovations. But overall? Let’s look at the brands I believe correspond to those other “colors.”
Dewalt
Makita
Metabo
Hitachi/Metabo HPT
Milwaukee
Ridgid
If I had to rank all of these brands’ cordless power tool systems in regard to innovations, breadth of lineup, battery options, availability, brushless tools, and overall, Bosch’s 18V system would certainly best Metabo’s.
Bosch is a cordless power tool brand that makes some very good tools. But as a whole, as a competitive system?
What are your thoughts? Would you break up with your cordless power tool system for Bosch?
Here’s what I would want to win – it’d take a couple of tools to convince me to break up with my current cordless platforms:
DanFromMass
Bosch’s cordless tool platform is fine. But I find it to be underwhelming.
They have all the basic tools you’d expect, but I can’t think of a time when they’ve released anything that caught my imagination with the possibilities of what I could do with their tool.
For being such a large company with a history of tool manufacturing, Bosch lags really far behind Dewalt and Milwaukee with product releases.
Chip
Agreed, and having the absolute slowest charger doesn’t help.
After hurricane Dorian hit the Bahamas, my local Ace hardware store was sending a trailer by barge the next day.
After rounding up pledges, my sister and I headed to Lowes to buy axes, shovels, buckets, tents, etc @7pm (after Ace was closed).
Chose bosch over craftsman, and came back home @12am,wanted to charge the batteries before sending them.
I charged 1# 4ahr all night, and it wasn’t charged by morning.
Borrowed a 2nd charger from my bro-inlaw to charge a 2ahr,came back 4hrs later and it wasn’t wasn’t charged.
It was to late to return the set, so I sent it anyway.
Bosch make good tools (I have 4# 1617 routers) batteries last a long time.
But terrible chargers and a too small of a line up offered here,make them a last choice.. Especially in cordless.
Jorn
That’s really strange. I’ve got 3 different size batteries and chargers and they all charge quickly.
Jim Felt
Agreed. 12v. 18v. And 18v Core. All normal (compared to Milwaukee and Hilti at least) speeds.
Stephen
Under normal conditions using a Bosch charger, the 4Ah 18V Bosch battery should not take more than 1-2 hours to recharge from 0%-100%. If the battery doesn’t charge OVERNIGHT, something is defective or you have a poor connection.
Skye A Cohen
To be fair I haven’t tried one in a long time but every time i have tried specifically their impact drivers I have been super underwhelmed and the speed and torque and like most have said already the lineup is weak compared to red yellow and teal
Hunter
I’ve always loved Boschs corded hammer drills, so when my Ridgid 18v we’re getting old I decided to switch to Bosch’s cordless. But as a tradesmen, I bought my kit, then slowly realized they really didn’t have all of the tools I could need on their lineup. I want to love Bosch. I truly do love their 12v Impact just for the compact style. But today, I switched back to Ridgid. More opportunities, more money to make, more jobs to do, more innovation. Better all around feel.
Steve
I’d bet the two reds are Milwaukee and Craftsman.
Stuart
I don’t think so, as Bosch and Craftsman are not competitive cordless systems.
Brad
Disagree with this especially when you factor in both Sears Craftsman and SBD Craftsman.
And if you take a look at Lowes (and Menards), I would very definitely consider them competitors.
Rx9
Seriously, if I weren’t on the Milwaukee platform, I’d go with….
…. Dewalt or Makita.
If Bosch wants people to switch, they need to have more applications.
DC
Same here, I have Makita, Milwaukee and Dewalt. Not sure why the chop suey probably because the way it fits in my hands and not one brand had what I needed. Not sure if I’d go with Bosch since I’m invested in the 3 colors above.
Dcl
Most of my my tools are Makita and Milwaukee. Some Hitatchi, because their impact is an absolute dream to use, and I really like their multivolt system for saws, SDS Max etc. I have a couple Bosch too, and they are great, but their platform is a bit limited for most contractors, and they are very late to the game with most tools/technologies.
Jacob
I have Bosch’s 10.8/12V tools, mostly because they were one of the first with that size of driver. They meet my needs. My 18V are Ridgid primarily due to sales. Other than getting for free, I would only move away from the Ridgid to move to Milwaukee if my own money. I have no desire to buy Bosch’s 18V system.
Jp
Im not a heavy tool user, nor a tradesmen. I was sold by craftsman years ago and they were excellent for my needs. I have nothing bad to say about Bosch. However, I’ve had nothing good to say either. Nothing flashy, little that seems innovative, etc. It could be a lack of marketing, but the above posts make me think I’m on point. So thats it Bosch, you haven’t quite captured the full interest of your audience. Not that any company does, but some are better than others. This type of marketing seems both petty and weak to me, but hey, that is only my opinion. I’d rather a company win by innovation, value, etc.
Brandon
Same here. I have had my Craftsman set for over ten years now and are still going strong; all of the NiCad batteries have long since been replaced with lithium ion units.
I don’t think I have ever seen any advertisement for Bosch so they aren’t on my radar even though they may be great tools. If/when my Craftsman set finally fails, I will probably go the Ryobi rout and hopefully by then they’ll drop the radioactive green color.
Jim Felt
I think they (Bosch) still have ads in the Taunton Press monthlies. I think.
Justin
I have had a Bosh 14.4 v battery drill since 2012 did a lot of roofing and ceilings with it great tool
A W
“[Of all their competitors’ product lines] Bosch’s 18V system would certainly best Metabo’s”. Lol.
It’s interesting that they’re targeting Instagram influencers but not sending review samples to websites like this or similar.
Is the idea that the serious trades are already saturated with DeWalt, Milwaukee, or truck brands, so therefore Bosch should try to sell to affluent DIYers?
I really like their corded power tools, but they don’t have a broad enough lineup for me to switch from M18.
Drew M
I switched from Bosch to Milwaukee because of one word.
NAINA.
928er
Huh?
Stuart
Not Available in North America.
It’s a sore point for a lot of people that a lot of Bosch’s new cordless power tools and innovations are available in Europe but not the USA or Canada.
ca
After spending thousands of dollars investing into one platform, there’s very little incentive to switch to another.
DanFromMass
Certainly not if the only thing Bosch will give you is a single battery and tool.
Kizzle
I want to love Bosch. The tool I have of theirs is the 12v Flexiclick. It feels amazing, has great precision, and exudes quality. Looking at their other tools, they’re usually a day late and a dollar short. Either missing key features or lacking power. Now, with the 12v flexiclick power doesn’t matter so much, but things like their grinders and impact wrenches; not cutting it. Bosch, you’re a huge company with tons of resources, you can do better. How about, instead of doing stupid social media contests to get people to buy your tools, you make great tools in order to get people into your line.
Adabhael
Yes. I like some of the corded carpentry tools, but These marketing stunts and the stupid names for the ho-hum cordless line make me respect the brand less, not more.
Josh
I’m with you on this. I liked the idea of the “freak” when it first came out but the gimmicky marketing with the names and stories of that line seemed just that, a gimmick. Love the idea of that flexclick but now that Milwaukee has one, they don’t seem to be keeping pace.
Thom
The Bosch line is very uninspiring and limited in selection.
William Adams
Do they want to know a “Why not”?
I’m not considering Bosch for any sort of purchase ever again until they make a meaningful apology for their rôle in the V.W. emissions scandal.
Jim Felt
That’s new to me. Maybe all of VW-MB-BMW aka “Germany” should apologize? I’m only half kidding.
And where the heck are their Tesla fighters? In spite of Germany itself being wildly ahead of NA in solar and wind power buildout.
The What?
As I’ve said before and I’m saying it again,Bosch is not a professional brand of power tools. However they do make a handful of professional grade corded tools such as their rotary hammers, miter saw, table saw, sander, and laser tools. They at least cost enough to be called professional that’s for sure. But that’s about it. Other than that, they are the most expensive diy grade brand of tools that are available. Make no mistake about it. They all underperform for the price and if you look at the specs compared to the other competitors tools, Bosch is dead last. The 18v stuff is a joke and there’s no excuse for tools that perform like that to cost that much. It’s absurd. And it’s going to be the same sht with the megawatt bs they’ve yet to release. Gee, I wonder why they haven’t released any of them yet especially with the Pokémon character cards advertising they marketed with it. There’s no way that they can be taken seriously as a professional brand when you have to ask if you would break up with the current tools that you use. Who the fk asks a question like that? There’s no such thing as a relationship with power tools. People don’t think like that unless you’re a mentally disturbed fkn weirdo or you’re desperate for some attention. If I were to switch to a different brand it sure as sht wouldn’t be Bosch. Even if they gave me the tools for free and didn’t ask me to switch. Yeah I’ll make a video for you Bosch. Send me your tools and I’ll take them to work with me to show how much your tools suck. Trust me I don’t want to keep them. I guarantee that you will get them back. We’ll see how they fare for the 3 storey rough in plumbing job I got coming up. Show and prove.
Stuart
Please refrain from cursing, even if they’re disemvoweled.
I thought the “relationship analogy” was actually clever and somewhat accurate. A lot of people buy into a cordless system and then stay faithful to that brand. The same with camera systems and mobile technology. It’s often “all or nothing,” with people switching after a major frustration or huge innovation.
Kizzle
No. No. No. Talking about being in a relationship with your power tools is clearly not an abstraction or metaphor. Bosch is trying to corner the niche market consisting of people that snuggle with their tools in bed and take them to dinner. TheWhat? Is on point with his psychological insight into the mental disturbance of these people and is right to call out Bosch for the capitalization and exploitation of them.
Frank D
Quite the rant.
And, Bosch is not a professional brand ???
Right …
Adam
I disagree that Bosch isn’t a professional tool company, thir D hanle router is the best, and thir jigsaw, about the best as well,
CountyCork
Blue is professional level tools in all respects and thousands of professionals use Bosch cordless tools all over the world. That’s 100% fact.
RKA
I’ve given up maintaining a single battery system, so if bosch gave me a reason to consider them, I would be listening. But it won’t be a drill or impact driver, I’ve got multiples of each. They are going to have to bring something unique to the table.
Meanwhile, they drag their feet bringing tools and accessories to the US market.
As for the marketing campaign, it’s entertaining, but it won’t change my mind one bit.
Toolfreak
Bosch’s marketing dept, at least for the U.S., seems to be run by people who aren’t very mature and seem to think the customer base for Bosch power tools isn’t, either.
The whole “the freak” marketing campaign and now this? Giving away some tools is cool and all, but no, I will not humiliate myself in a video posted to social media for a company to send me one of their tools, even if it does come with a battery and fast charger.
I want tools from a company that takes customer loyalty and customer service very, very seriously. Not one where goofy and wacky marketing turns into the public face of the company instead of solid, reliable engineering and top-notch customer care.
ChrisP
Worth getting your kids to film you pretending to dump your tools in the trash with their phone. Quality is not important because all entries will win unless there are over 1000 entries and I can’t see that! Then take the radio and use it on AC in your man cave.
Adam
I think Bosch , make some really good corded power tools, I have the Bosch D handle router, I’m on my second Bosch jigsaw, my first one I had for over 20 years, and thir portable table saw, is really good, but the Bosch cordless tools , seem to be a bit behind the other tool companies, Milwaukee Dewalt and Makita, I’ve started buying Milwaukee cordless, I looked at the Bosch cordless saw, and I didn’t like it.
Frank D
I would love to have more Bosch tools.
They certainly won me over with their 12v system for detail work, but their NA 12v tool selection is limited, batteries are a bit short lived and they’re rather pricey.
As far as 18v. It is the same thing. Limited selection and more of a premium price. I know they have over 50 items in their main arsenal tool wise, and a bunch of other things in other categories. The options are extensive, but they don’t cover everything. And …
The only way I could “dump” what I have, is if there were some trade in program, and I end up with a blue version of what is now orange or lime in cordless.
Because realistically, at $100-150-200 per tool and x number of batteries; buying everything again at a higher price point would be grounds for divorce or take a winning lotto ticket, and with a winning lotto ticket … who wants to repair and remodel their home, roll up one’s sleeves every week / weekend.
Anyhow, I’d be happy to buy more Bosch, but they will have to go the extra mile to deal with yellow, bright red, orange, lime, red, teal, …
People are quite value and retail convenience conscious when it comes to the brands they invest in. That is not something they match in the American market. There are some options, and there is the option of the internet and direct to consumer with free shipping … but they would have to be offering more products and be more price competitive.
Joe H
I like Bosch’s corded tools but I’ve not been interested in their cordless stuff when compared to other offerings from other companies. Among the pro tools, I’d lean towards Makita, Milwaukee or Dewalt before Bosch.
Fm2176
On this Veterans Day part of me wishes I had the skill and talent to create videos. I have a LOT of new or barely used Milwaukee, DeWalt, Ridgid, and Ryobi tools, and could envision a dramatic “ending” for the expensive Fuel and FlexVolt stuff. Metal trashcan (filled with cushioning material), sound effects associated with a violent tossing of the tools, and visual effects approximating the incineration of said tools, all for a chance to win yet another platform that is at best the peer of my best tools (others have already expressed their opinion of Bosch being sub-par).
I have no qualms with Bosch and even had one of their 12v drills, which I gifted to my oldest daughter. This contest is at least different, but I’ll spend my time using and abusing my existing platforms instead of trying to score an 11th or 12th (let’s see…DW 8v, 12, 20v, 60v, 120v; M12; M18; Ridgid 18v; Ryobi 18v; Ego 56v) .
jason
After about 8 years of loyalty, I just sold my entire Bosch 18v collection and bought Dewalt. The available Bosch tools really aren’t any better or worse. They’re just extremely limited and often unavailable in the US. I decided to switch after using a coworker’s Flex Volt circular saw. Bosch made nothing close. They also didn’t have a track saw or even a brushless impact driver at the time. Then I noticed I could use the same Dewalt battery for a chainsaw, string trimmer, generator, inflator… in addition to their huge line of construction tools. Beyond the jobsite, a single battery system that works in pro construction, home landscape, maintenance, emergency, and even camping/recreation has made my life so much simpler. Bosch needs to understand how a robust battery system integrates into the lives of their customers but I think they are quite out of touch with their market and this campaign highlights their desperation. I still have some of their 12v and corded tools, but they are so far behind Dewalt and Milwaukee in nearly everything that I can’t think of a reason to recommend their 18v system to anyone.
Jared
No nail guns. No cordless router, table saw is okay. I wouldn’t switch from Makita.
Rrich1
I have Bosch and supplement with Makita. Honestly if you make a video I see no reason why you wouldn’t get picked. Their freak contest didn’t have full participation from what I remember (i got a freak from that contest). I think Bosch tools are some of the best built but they lag in bringing out new tools, or when they do bring them out they are a premium price. Their track saw I’m sure is great but a Makita is so much cheaper as well as DeWalt. I plan to at least make a video so I can get another core battery and maybe the bandsaw as I don’t have one or when i cut metal.
Eugenio
There is no way anyone with more than a couple of tools will legitamatelly change platforms over a 1 free tool.
Most of my power tools are DeWalt. But I do have 5 Milwaukee M12 tools, a Makita die grinder, and a Bosch Router. If I were to change platform it would be to Milwaukee, not Bosch. That ain’t happening though, I’ve got 9 DeWalt 20v/60v tools. Replacing them would be to much money.
David A. VandeBerg
In relation to switching brands; Our local Murdochs had a DeWalt sale last week. As i was wandering the store, I heard a guy tell a salesman he would dump his company bought Milwaukee stock for DeWalt if he could get away with it. I wondered what does DeWalt have that Milwaukee doesn’t?
Brian Burdette
I have most of the 18v Bosch line for the last 6 years, now all my tools and batteries are pretty tired. I would not buy into their 18 v line again, limited tools, limited availability and they are pricey. The corded tools I have no problems with, jigsaw, sanders or saws.
Bill
I started with Bosch. My first cordless drill that was not brush-less. Still have it. However, when I went to expand my selection of tools, I found that Bosch falls well short of most of the major brands in tool selection. When I look at videos of tool tests, almost always the Bosch tool is at the bottom of the test. I like how the tools feel and the smoothness of operation, but that only goes so far in functionality IMO. Stop with the gimmicky promotions and make tools!!
Kent
I’m 53 and have switched cordless platforms twice in my life – Makita 9v -> DeWalt 18v -> Milwaukee M12/M18. It will probably happen once or possibly twice more before I die. I just don’t want to deal with multiple batteries and charger systems.
So thanks Bosch, but I won’t be switching.
For tools with cords, I don’t care what the brand is – I just buy the tool that gives me the most performance for the money. I have a collection of hand tools from DeWalt, Porter Cable (from when they were good), Milwaukee, Bosch, Hitachi and others.
The battery is what hooks you, and I won’t have two systems.
Robert Adkins
If Bosch would buy back all my DeWalt batteries, I would consider going all Bocsh. OK, I’ve considered it and it’s a no. Their lineup isn’t complete enough, not yet.
Chris Fyfe
Bosch has some good products ,but the line lacks breadth . I use a lot of 12 volt tools , Milwaukee offers me everything from a drain snake ,to a bandsaw .
Steven Lauren
Let Bosch run a silly deal like this.. it’s a joke. The fact of the matter is Bosch’s has a clear lack of providing the US market with their newest tools that have been available in Europe for months or years .
For instance Milwaukee just released their own take on Bosch’s flexiclick 12v. Milwaukee’s version going by the details sounds better than the 3 year old version of Bosch’s flexiclick….
ToolGuyd, test Milwaukee’s version please!
Meanwhile a new version of Bosch’s 12v flexiclick has been available in Europe since late May. My my those 17th century sailing ships are taking their time bringing Bosch’s new tools to the US….
We use Bosch construction tools and smaller based battery powered tools but it really drives me nuts how ignorant they are to their US customer base that wants their new releases and not a 3 yr old tool. They’re losing customers with this action plain and simple…
Patrick
The present line up of North American available Bosch tools is insufficient to compete with or replace my arsenal of DeWalt tools so a break up couldn’t happen any time soon. That said, rising DeWalt prices in Canada combined with some impressive Bosch specials have encouraged me to add Big Blue to the shop as a complement to Black & Yellow..