Earlier today, Bosch USA announced a new line of Profactor cordless power tools, which seems to be higher powered 18V tools.
All Bosch has said so far is that preorders for the “first wave” of tools will start in January 2021, and that press and media details won’t be available until February 2021.
So, we started doing a little digging.
One of the tools that will be included in the Bosch Profactor cordless power tool lineup will be the “Hitman,” which Bosch USA announced nearly 2 years ago.
And, from product videos we found, it looks like Bosch is sticking with the “Hitman” branding for their SDS Max rotary hammer.
Bosch has not provided any details about why tools first announced in January 2019 are being [re]announced in February 2021. Bosch USA has not provided any timeline for their Profactor tool rollout.
And here I was, thinking that hitmen were supposed to be punctual.
There is no word as to whether Bosch’s smaller “Goon” rotary hammer will also be a part of the new Profactor lineup.
Here’s what it looks like, the Bosch GBH18V-45C Profactor Hitman Biturbo SDS-Max rotary hammer.
A UK supplier listing has the GBH18V-45C priced at £1,013.28 excl. VAT for the kit, and Bosch EU says the recommended retail price is 1,110 EUR, excluding VAT. That converts to ~$1349 to $1362 USD.
For context, the Milwaukee M18 SDS Max rotary hammer is $679 for the 1-battery kit.
The Dewalt FlexVolt SDS-Max rotary hammer is $715 via Amazon for the 2-battery kit.
Bosch USA has not yet shared any further details about their new Profactor Biturbo Hitman rotary hammer.
Here’s an intro video from Bosch, showing the Hitman being used to chip concrete:
Update: Here’s a video of the Hitman used for core drilling.
Update: Bosch has, for unknown reasons, removed their STAFDA 2020 videos on all Profactor tools.
I hate to say it, but that video didn’t sell me on on the tool…
Did it chip some concrete? Yes, did but it was so poorly shot that I can’t contrast it with anything.
They needed to be on a job side with a set of Steps, something other than just a flat block of concrete that didn’t look particularly strong, especially with the holes already drilled into it.
You must have struck a nerve – Bosch has now taken down all of their Profactor Hitman tool demo videos.
Before that happened, I added in Bosch’s coring video, where they show the Hitman partially drilling into concrete.
Oh 😳. Never thought I’d need the “archive everything” rule for product videos.
Oh my gosh.
Stuart, one thought I just had reading the comments below is how they could fix some of the marketing, especially this drill.
Their regular SDS drills being named Bosch Bulldogs, which I’ve always found great.
Its not weird, childish, or, although I hate to say it, sort-a-offensive?
Call this drill, the next step up, a Pitbull or Rottweiler. Another tough dog, its inline with previous tools, etc.
The cartoon illustrations are just embarrassing. Bosch should fire it’s marketing department or agency asap.
I was really hoping for an SDS Max fist attachment. I know some who could use the business end of that – for when a knowledge bumper ain’t enough and you don’t have a clue by four.
That was from the 2019 announcement.
At $1300 or so that’s half the price of the MX Fuel jackhammer. Chipping concrete ain’t gonna cut it.
Looks like the same clueless, immature people who did “the Freak” branding for the 2-in-1 impact/driver are still in charge, branding power tools with names like “Hitman” and “Goon”.
Do they REALLY think people who work in these important trades want their tools to be associated with criminals and…murder? Really? REALLY???
Those in the trades have it bad enough already.
While there’s definitely the opportunity for well-placed humor in naming, advertising, marketing, etc., this isn’t very funny stuff. It’s inappropriate and insulting to the people who do this kind of work and want quality tools to do it.
Bosch should scrap this dumb naming already and use names and words that elevate its tools and their users, not degrade them. Even just sticking with the ‘Profactor’ name and the description of the tool is way, way better.
Agreed. I find it especially discordant since (I thought) Bosch was trying for a more premium market position. It makes me cringe every time.
Skye A Cohen
Yeah I totally agree with that. I’m probably right in their target demographic too. It makes me think of the dead-on branding, skulls and bottle openers and stuff.. They should realize that the users of the tools aren’t always the buyers of them.
I feel like Bosch is really squandering their market identity, they worked hard to build that over the years but their lineup is so slow moving and their cordless tools always seem a few years behind. Some of the legacy tools that have upheld their brand identity for so long, like corded jig saws, are less and less relevant as cordless offerings get better and more mainstream.. it also seems like their marketing and retail positioning is lacking compared to teal red and yellow. It’s pretty easy to get hooked into a cordless system, I great deal on an impact driver or cordless drill or whatever but if they miss that opportunity they miss out on so many future sales and brand familiarisation and it just seems like they aren’t even trying, the years go by Bosch is getting less and less relevant.
If anyone from Bosch is reading this, here’s some unwanted advice from the internet: Choose a market segment and push it hard with advertising, like Sanders you still do a good job with them. Push it hard and grow from there, don’t pick up a stale product line and, re vamp it, advertise for a short time and then get bored and loose interest..
Mike (the other one)
Agreed. That’s simply unprofessional.
They’d be better off making it an amazing tool and call it the Concrete @#%$@%er 9000 or something, at least that would be moderately amusing.
You can get away with quite a bit on the naming side of things IF you are the best in breed OR the best value; otherwise it just makes you look bad.
I think this whole campaign makes more sense if you’re German? It’s just like the Wera “Tool Rebels”.
You don’t see any of that bollocks on the German site:
A logo straight from SF’s Folsom Street Fair.
If you aren’t familiar with it already, you *do not* want to Google it.
I used to live and work in that area lol, very good observation.
When I got to the part about the “Goon”, I thought for sure Stuart was just having a gag.
Freak and Hitman didn’t even phase me but Goon made me double and triple check. Wow.
I wonder when they’ll get accidentally racist.
I couldn’t make this stuff up.
I’m pretty sure “Gag” is going to be the edgy marketing name for Bosch’s new air filtration mask. Or maybe “The Gimp”.
Oh my, that’s perfect. You beat me to it.
Bosch is just so comically bad at almost everything these days, how do people still give them a pass a “good” brand?
The tools (that I have) are actually really good.
The marketing is really cringeworthy, though.
Agree that Bosch stuff has been good quality, but I’m not a pro; my tools work in my personal shop.
I also agree that this marketing approach is misguided and unfortunate. Someone with little understanding of market priorities has talked themselves into a decision-making role at Bosch and is focused on the moron segment. That’s a small segment.
Bosch will likely take a “hit” in sales and reputation in the coming years. Look for a marketing revamp to follow with a renewed focus on quality and professionalism. Earnings may get “murdered” before that happens. (No Bosch, I wasn’t suggesting “Murderer” as a new product line.. )
Power tools are an afterthought to Bosch’s corporate overlords. If they ever got serious about it they could make some noise.
Koko The Talking Ape
Their corded jigsaws and sanders are pretty good, and have been good for a long time, AFAIK.
LOL ! It reminds me Val Kilmer scene in “Top Secret”, the “A. Intruder Tool” gag ! 🙂 🙂 Unbelievable ! 🙂 The made it, for real ! 🙂 ( https://www.youtube.com/watch?v=hXqLWqCqDHc )
I agree with the general mood of the comments here. With this new marketing style, coupled with possible Walmart symbiosis, Bosch seem to be squandering their brand reputation.
I know NOTHING about marketing, but even I know a good reputation is very hard to earn, but very easy to lose. As I long time buyer of Bosch power tools, I can already feel the change.
Look out Black and Decker, Bosch is eyeing your spot.
Here at Bosch, we make Black & Decker look good
I personally can’t see how Bosch thinks they will cut customers from SBD, TTI, Makita, or even Metabo HPT. All of the above brands have a huge line of 12v, 18/20v, 36/40v, and 54/60v tools. All I’ve ever had is Dewalt and Makita. Go to any job site, and it’s dominated by Dewalt and Milwaukee, followed closely by Makita, with a smattering of HPT. I have never considered Bosch a pro tool, namely because I almost never see one on the job site. They may be a good DIY tool, but definitely not a good tool or investment for the pro tradesman.
Next in their lineup should be a jackhammer named the Pratfaller. The chisel is replaced with a small metal butt.
“Freak” was the first sign of a creative team off the rails. Now with “Hitman” and “Goon”… when branding takes focus off the product you know something has gone wrong. You could almost forgive the wording as some kind of lost-in-translation mistake but Bosch as a massive global brand should know better. What a mess!
Profactor, hitman, biturbo, core… not enough buzz word names, I need at least 6 or more to consider it.
PERSONAL OPINION: They shouldn’t really be doing this cartoon Superhero Name thing, unless they also plan on the tools forming some sort of Voltron-Like Drone when they’re all together.
Now, I admit that I give names to my tools, and this sounds crazy. But when I do it? It’s not about selling them, it’s about people HANDING them to me. When people don’t know what an Impact Driver is, or any of the other tools, I just hold them up, say the tool’s name I’ve given them, and put them back down. Then I just say “Hand Me (Insert Given Name)” and the job gets done.
But this Bosch thing? It’s weird. Childish, Unprofessional, and… Yeah, Weird. Last I checked, Bosch didn’t need that much name recognition. I thought their name spoke for itself.
Sorry, but hitman and goon? No way. I prefer random numbers and letters over that nonsense.
Also, those are the bad guys in movies. I’m not a thug and don’t need a thug tool.
Do other countries find it amusing or likeable?
Come on, now, make those things true to advertising. I wanna see a miter saw with a steak knife sticking out of the back of it.
BoschUSA: LOOK AT ME!!!!!!!!!!!
$1099.00 for the Flexvolt 2″ SDS Max with two 4/12ah batteries, just saying lol Cheaper and the king of the mountain. Makes this info-sparse Bosch product announcement seem a little silly as pitches go.
Found this rotary hammer detailed explanation video: https://youtu.be/lPqLaIv8Wys
This rotary hammer is made in Germany, therefore the price is higher than those that in China
We have DeWalt, Milwaukee, Hilti and Bosch portable tools. US, Swiss, German, Italian and now mostly Asian made. Corded through Core18V and M18 12 Ahr.
None of them have early Nintendo level “names”.
Hmm. But what’s a “Core” battery? Maybe the earliest signs of naming convention dementia?
I feel badly for Bosch USA. I wonder if they’ll “progress” to reinventing Refrigerator and Dishwasher names next? Mr. Freeze and a DishBlaster?
The marketing names are old news, cats. They’re spamming the exact same EPK they farted out two years ago.