In the context of cordless power tool brands, there’s Milwaukee, Ridgid, Ryobi, Dewalt, Metabo HPT, Makita, Bosch, Metabo, Craftsman, Hilti.
Oh, and don’t forget about Flex, Skil, Worx, Hercules and Harbor Freight’s other brands, Festool, Black & Decker, Hart, and Kobalt. Porter Cable is still around, kind of, Bostitch too. Does Greenworks count? Klein has some cordless electrical tools that are powered by Dewalt. Fein switched over to Bosch’s platform.
I surely missed a few.
And now there’s also CAT.
How many different tool brands can the market sustain? How many choices do users need?
Market saturation is definitely a concern, but as long as there are reasons for consumers and end users to buy a cordless power tool product, or into a system, that brand’s presence can be justified.
A few weeks ago I talked about how there are many brands offering clones of the same benchtop power tools. The lack of differentiation, such as with respect to combination sanders, is obvious.
That has not happened to the cordless power tool industry, yet, at least when it comes to recognizable brand names. Most tool brands can still present a strong sales pitch.
If you ask me, as long as a tool brand can offer distinctiveness, whether through innovation and functional differentiation, or in purely marketing contexts, there’s still room for more.
Besides, increased competition tends to work in users’ and consumers’ favor. Right?