Bosch Power Tools recently announced that they set a new all-time high with sales of 5.8 billion euros in 2021. That’s around $5.73 billion USD.
They reported “strong growth in all markets and regions,” with “double-digit growth in all regions for the first time.”
Things sound great from a sales perspective.
But wait – what has Bosch been doing in the power tools space here in the USA and North America?
Readers have been asking the same question in different ways. Dewalt, Milwaukee, Ryobi, Flex, Metabo HPT, Hilti, Kobalt, Hercules, and even Makita have all been launching new cordless power tools, technologies, and accessories. What has Bosch Tools been up to?
2022 was a huge year for new cordless power tool and battery tech, and 2023 promises to be even bigger.
So what’s new with Bosch?
I haven’t heard from Bosch Tools USA about any new tools in a very long while, but the brand has been actively promoting their products via consumer newsletter emails and ads sprinkled around social media.
Let’s take a look at what they’ve trying to build some buzz and hype about:
The focus of most of Bosch’s online marketing has been on their 18V FREAK 2-in-1 impact tool, which they once gave the tagline “Get the Freak’n job done with more torque.”
“The FREAK” has seen multiple generations, starting with the 18V hybrid 2-in-1 impact tool Bosch first launching in 2014, more than 8-1/2 years ago.
It wasn’t always “The FREAK;” that only started a few years ago.
The newest version, which launched around a year ago, was advertised as being little more powerful compared to its predecessor.
Bosch said (emphasis my own):
The new model features increased torque, upgraded from 1800 in. lbs. to 1860 in. lbs., providing even more power to get the job done.
At the time I asked Bosch’s PR contact how this “increased torque” is achieved compared to its predecessor. Was there a new motor? They replied 13 days later (emphasis my own):
The performance comes from the core batteries. Testing in the past has been done with the older generation batteries. Now we use the CORE batteries which are more efficient with the power output. This gives us the small power increase.
I didn’t understand at the time – and must admit I still don’t. The new model provides “even more power to get the job done” because “testing in the past has been done with the older generation batteries.”
So is the tool more powerful, or are they simply testing for max torque differently?
As an aside, you might find it interesting to know that Bosch successfully trademarked their “The FREAK” name last year.
Here’s the certificate, for Bosch’s US trademark, serial number 88896829.
I’m sorry, I digress.
The FREAK/2-in-1 has been a repeated focus of Bosch’s email marketing campaigns.
The Bosch 2-in-1 is described as being easier than your 2-in-1 shampoo. It’s actually the older model that they show here.
The same consumer email-blast also featured a link for the GDX18V-1800CN, which launched in January 2019.
Moving on, Bosch has also been promoting their:
2-in-1 impact: All Driver. All Wrench. All Impact.
I do prefer this 2-in-1 language over “The FREAK.”
Ah, okay, they’ve got a brand new marketing and advertising campaign going on right now. What are they focusing on here?
The 2-in-1! It’s “What Hard Workers Deserve.”
There are two other tools included in this campaign – their proprietary X-lock grinder accessory interface that launched nearly 4 years ago, and a cordless drill.
“Do Two Jobs with One Tool.”
“Easy-to-use tools. For jobs not so easy to do.”
I suppose this is better than “THE FREAK” or something about 2-in-1 shampoo.
I’ve been seeing these ads all over the web and social media.
I conducted a Google search for “SDS plus rotary hammer bit sizing,” in search of a reference to answer a specific reader question.
What comes up on top? A Bosch 2-in-1 impact driver ad.
Clicking on it took me to a “Lowe’s Tour” landing page, which features the 2-in-1 FREAK impact tool, among others.
A lot has been happening in the professional cordless power tool space: Milwaukee is advertising many new cordless power tools (see the Pipeline 2022 launches!), Dewalt is promoting their next-gen PowerStack batteries, Flex has an entire line of next-gen Stacked Lithium batteries, Hilti launched their new Nuron cordless platform, Makita has… XGT?, and more.
This is an exciting time for cordless power tool users!
Bosch has done such great things in the past, but what are they doing now?!
A cordless table saw? After nearly two years, it’s still not available here.
They recently quietly introduced their first 12V Max cordless power tool in a very long time – a compact angle grinder. The same exact – or nearly identical – tool launched in Europe 6-1/2 years earlier.
Bosch Tools USA has been focusing very heavily on their 2-in-1 impact, which launched in 2021. We’re about to enter 2023, do we only have more of the same to look forward to?
What do you think about Bosch Power Tools today?
Here are the most recent Bosch video ads, in case you’re interested:
The Bosch 2-in-1; What Hard Workers Deserve:
Here’s the full ad for their current marketing campaign: