Dewalt has recently shared in investor materials that they will be expanding their ATOMIC series brand with additional hand tool and laser offerings.
The launch of a Dewalt Atomic laser distance measurer caught me by surprise when it first appeared two months ago, and it looks like it’s not an isolated product.
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Dewalt has teased a sampling of the new Atomic Compact Series expansion, which will include tape measures, utility knives, and a new 20V Max laser
See Also: New Dewalt 20V Max Green Laser Levels
Allison Nicolaidis, Stanley Black & Decker’s President of Hand Tools & Storage Group, said:
DEWALT ATOMIC and additional hand tools offering:
This line ties a synergy with the extremely successful ATOMIC power tools line on the promise of compact jobsite performance. These products are positioned for users that buy smaller form factor hand tools and want more aggressive price points without sacrificing DEWALT quality.
Tapes, knives, blades, laser distance measuring, and a strong core of new compact hand tools will be launched in the ATOMIC sub-brand within the year.
ATOMIC hand tools will also feature 20-volt battery-powered lasers. It is more compact and more aggressively positioned than any other laser measuring device in its class.
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“A strong core of new compact hand tools.” Sounds great to me!
The Atomic series tools will promise smaller sizing and also more aggressive price points, which is how Dewalt’s Atomic series cordless power tools seem to be positioned. Most are compact and aggressively priced, but some are simply more compact, such as the Dewalt 20V Max Atomic series circular saw.
I think that if Dewalt remains consistent with respect to features and quality, the Atomic series will continue to be successful.
Make no mistake, Dewalt’s Atomic Series 20V Max cordless power tools, combined with their Xtreme Sub-Compact Series of 12V Max tools, have seen a lot of growth, with numbers (presumably sales) up 87% compared to the previous year.
Frank Mannarino, Stanley Black & Decker’s President of Power Tools Group, has said:
It’s always exciting to hear end users talk about how DEWALT saves them time and money on the jobsite. Let’s take a look at the growth catalysts and the numbers behind them. When we combine extreme and ATOMIC platforms, up 87% versus last year;
…
And it’s innovation that is being inspired by our end-user obsession, driving our world’s first lineup, many of which we’ve launched over the last 3 years.
(Emphasis is my own.)
This brings up a good point. It’s not enough for end users to ask for or demand new tools or technologies from brands and retailers. Asking for Dewalt to expand their 12V Max cordless power tool system, for example, is something that users have been doing unsuccessfully for years until the Xtreme system tools first launched. Buying tools from the new lineup shows Dewalt that there is strong enough demand and a need for broader compact cordless tool offerings.
Dewalt has been expanding their Atomic Series and Xtreme Sub-Compact series of cordless power tools because we are showing there’s demand for it.
In other words, I think it’s reasonable to say that we can expect to see continued 20V Max Atomic and 12V Max Xtreme cordless system expansions with even greater certainty.
Back to the topic of compact hand tools, I can already tell you that I would absolutely buy Atomic Series tape measures and utility knives.
Users that want smaller form factor hand tools? Yep, that’s me. I don’t need the strongest tape measure retraction possible, or an ultra-wide tape. I like my tape measures compact and light, at least most of the time. There are of course times when maximum standout and extreme durability are beneficial or even necessary.
Does Dewalt need to slap “Atomic” or “Atomic Compact Series” branding onto the new hand tools? No. But, this could be a good idea. I can see what they’re going for here.
Dewalt will launch Atomic Series hand tools, such as the ones shown here, and there will also be Tough Series tools (such as their new tape measure).
I think that the branding will help with differentiation, although unlike Atomic branding, it doesn’t look like the Tough Series will extend into cordless power tools.
As with the Atomic and Xtreme series cordless power tools, user interest and spending habits will likely fuel future developments. It will be interesting to see what happens, but I am very optimistic.
This is a very interesting move by Dewalt, and speaking as an end user, a very welcome one.
Jared
Makes sense to me. I also tend to prefer compact tools. I rarely use more than 8′ of my tape measure and standout isn’t an issue. I also prefer knives that take up less space in my tool bag. It all sounds good.
I wonder what other hand tools are coming?
King duck
You and me both
Aaron SD
This looks great having more options. I was disappointed in t try he Atomic Multi-tool. I was expecting the same power as a saws-all but cut straight in. Maybe my expectations were too high since it was the first time using this type of tool.
I was trying to remove a square of siding but had to switch to the saws-all to get it done. Plus the omt was way louder.
Any thoughts?
Jared
My Dewalt XR OMT certainly is no where close to reciprocating saw speed, even with an aggressive wood-cutting blade. It’s more of a precision-cutting instrument. In that context, I think your expectations may have been a little high.
The other thing that comes to mind is how hard you press. If I press to hard the OMT cuts slower – I assume because it’s just binding the blade against the wood instead of cutting.
Aaron SD
Thanks! I probably was pressing too hard as well. I also didn’t need any real precision just a basic square so wanted to go fast. Good point that it is meant for precision.
MM
This has little to do with the “Atomic” brand, rather it’s the nature of oscillating tools. None of them, even the premium brand corded models, cut anywhere close to as effectively as a sawzall, or even a compact recip saw.
Also because the cutting motion is so small (they only oscillate about +/- 1.5 degrees) if the workpiece can move or vibrate a little they cut very poorly because the teeth end up grabbing and shaking the work instead of cutting material away from a stationary workpiece. That process also makes a lot more noise. They always cut better if you can make sure the workpiece is immobilized, kind of like how a sawzall cuts much better when you hold the shoe securely against the workpiece.
Aaron SD
Thanks!! Good to know.
Bob
How about they come out with a cordless ratchet instead of a rebranded tape measure and utility knife?
Harbor freight has one. Yet one of the premier cordless tool manufacturers can’t get it done. Really?
Big Richard
They’re coming, Bob.
Bob
I know they are comming out with a compact impact but im talking about a ratchet. Specificaly like the milwaukee 2557-20.
I hope I am mistaken and DeWalt is coming out with one of these too?
Micro impact looks neat and I may buy one. Just not that excited about it.
Big Richard
I know what you meant, ratchets should be coming, too. Try this link.
http://imgur.com/gallery/3y39C15
IronWood
That’s why I have both DeWalt 20v and Milwaukee M12… I really like DeWalt’s “big” tools, but M12 has so many of the smaller tools that Dewalt just doesn’t make: ratchets, die grinders, compact right angle drills and impacts, decent small lights, etc. Seems like this Atomic stuff is an attempt to compete on the compact end, but for me the M12 stick battery format is a better form factor than the Dewalt slide batteries for that purpose.
MM
Agreed on every point. I have the same pair of tool lines for the exact same reasons.
I might pick up some 12V Dewalt in the future, I’m not opposed to the platform, and hey, I already have many dewalt chargers, but I find myself more interested in the 20v versions of the same tools which they nearly always have. Many of the 12v tools aren’t any smaller than the 20v, they’re just less capable for the same footprint/weight, and since I already have plenty of 20v batts I’ll take that over the 12v version most of the time.
fred
More options are usually better – as long as you can make up your mind and decide what you like – and having more options doesn’t just result in interminable procrastination.
My wife thinks that most of my M12 tools are clunky in her hand – likes her Bosch 12V drill better and likes the Makita 12V form factor (with slide in batteries) better yet. Go figure. Its just about what feels right in your hands.
Mike
Are you out your mind those stick batteries stink, can’t stand them I remember when porter cable came out with their 12v line with the stick batteries and they were probably the most comfortable of the stick batteries and stunk too, those tools feel so bad in your hands
Eugenio
I’ve got the same. 21 Dewalt 20/60v tools and 5 Milwaukee M12.
potato
I think you can technically get one from the MacTool lineup. They also have a 20v and 12v line of tools, both the drills and impact drivers/wrenches are pretty much identical to dewalt’s except for red instead of yellow(also their 12v drill has a metal chuck). I’d hazard a guess that the battery connector layout is the same. Another branch of Stanley Black & Decker I didnt actually know about until recently(Though obviously dewalt actually making one would make sense).
Big Richard
Sorta related, the new Atomic impact wrenches are up on HD Canada’s website:
https://www.homedepot.ca/product/dewalt-20v-max-lithium-ion-brushless-atomic-1-2in-impact-wrench-hog-ring-tool-only/1001651774
https://www.homedepot.ca/product/dewalt-20v-max-lithium-ion-brushless-atomic-3-8in-impact-wrench-hog-ring-tool-only/1001651773
Most of the first Atomic power tools were very entry level/homeowner/DIY grade, where as tools like these and the new bandsaw are clearly more industry focused, which is good sign of things to come.
Steven B
What precisely makes a drill “professional?” I see atomic drills on job sites all the time in the Boston area. I have one and it’s as good as anything I’ve seen, personally, but I am not an expert, just a hobbyist woodworker.
Every tradesman I’ve talked to has said avoid the heavy duty stuff unless you really need it because you don’t want the extra weight of hammer drill hanging on your belt, for example, when an SDS drill works much better for masonry and it’s easier to drill precise holes with a lighter weight drill for everything else.
Schlepping tools to and from the jobsite is a huge factor for every building trade. I’d imagine lower weight is a very welcome factor, especially since I’d imagine the vast majority of holes drilled are smaller than 1/4″, which even a 12v tool can handle just fine.
Big Richard
Typically the “professional” drills have higher specs (torque, speed, etc.) and features like all metal chucks, tool tracking ability, premium kitted batteries, etc.
I’ve seen Ryobi and B+D tools on jobsites, it’s not to say they can’t be used in a professional environment. My point was, compared to DeWalt’s premium XR “professional” drills/impacts, the first Atomic tools were not up on that level. Not a knock on them at all.
Big Richard
Here’s the new Atomic impact driver, too. Same stubby style as the impact wrenches with the same/similar specs as the current flagship DCF887.
https://www.homedepot.ca/product/dewalt-20v-max-lithium-ion-brushless-atomic-impact-driver-tool-only-/1001651775
Kent Skinner
I have to admit that DeWalt’s marketing is what keeps me from buying their tools.
It’s Atomic! It’s XXXTreeeme! How about if they make quality tools and skip the pointless marketing that sounds like an announcer at the MONSTER ENERGY DRINK 500 brought to you by FOOOORD!!!!
I bet Stanley sells a massive quantity of FatMax tapes, without resorting to this level of hype.
IronWood
Although in the same vein I never understood Stanley putting FatMax on hand tools other than the original wide tape measures. I guess they all have fat ergonomic handles, but it always seemed like weird branding.
DeWalt may have some silly monster truck terms, but I think we can all agree that Bosch has taken the crown for ridiculously bad branding for the foreseeable future. Mega-Watts from outerspace? Freak and Hitman? Really?
JoeM
Y’know… I never really understood the Stanley/FatMax split either. I’ve gone to Canadian Tire and seen Construction or Automotive Stanley tools exclusively in the FatMax designation, and everyday tools like Screwdrivers, basic Wood-Handled hammers, wrenches, socket sets, and hand saws, all marked “Stanley”… But I’ll go to, say, Home Hardware, and see Stanley and Stanley FatMax tapes, side by side, only the housing being different. Otherwise identical, including markings. And strangely, since I’ve actually started noticing, it’s rare that Stanley or FatMax hammers are ever in stock at Home Hardware. I’ve checked online, and they sell them, but go to a dozen different Home Hardwares, and the spot where either might be hanging is just… empty. The peg is still there, price is still the same, but they’re always sold out.
DeWALT is an SBD brand at this point, and just as much as I don’t quite understand where they’re coming from with Stanley versus FatMax, there are times when I don’t understand where DeWALT is making the split either.
Is it truly a matter of offering a literal size difference in tools now? I already have young nieces, under age 12, that can operate my original brushed 20 volt lineup with ease… Making it smaller wouldn’t make a lick of difference, because DeWALT’s ergonomics already accommodated small grip sizes. So… Are they shrinking the Atomic line down for the sake of being compact in the field instead? And in turn thickening the bumpers and rigidity of the Tough lines in response to dangerous working situations?
My real reaction to this whole situation is… “Why?” Why do the Hand Tools need to match the Power Tools at all? Is this going to spark a whole new line of jokes asking “Does the Carpet Match The Drapes?”
I get the desire for smaller tools to be released in some way… but… just how illegal is the stuff they’re smoking in the marketing department at this point?
fred
The entire Dewalt line was was built on promoting a familiar – well respected brand – and expanding it to cover ever more tools.
It all started when Black &Decker woke up to the realization that they had severely tarnished their own brand by selling lots of cheap tools at home centers and discount stores. Sure they had made top-of-the-line professional tools like their Super Sawcat – but they were increasingly known for budget-priced DIY tools. B&D had acquired Dewalt (mostly a maker of Radial Arm Saws) in 1960. The RAS business went from booming (Sears sold tons of them to homeowners and pros alike) – to a much smaller niche – as folks realized that they had limitations – and chop/miter saws started appearing.
B&D was smart enough to divest the RAS business to the Original Saw Co. Then, in the early 1990’s they seemed to decide to polish the brand into their flagship. Acquiring ELU with its router technology – then adding Porter Cable with its woodworking technology certainly helped position Dewalt. After the B&D-Stanley merger – the combined SBD seems to be continually adding the Dewalt name to new tools – way beyond their original roots – to help market them. I guess if the Dewalt name on a socket wrench helps sell it – then SBD is happy.
This all seems foreign to me – but the relatively small businesses that I had an interest in and helped run were never on a par with big boys. We were happy “sticking to our knitting” – focusing on what we thought we did best in each separate business.
Josh
Definitely would be interested in a compact utility knife. I carry a mini utility knife on me because the regular ones are way to big
Nathan
none of the atomic tools I’ve seen so far have interested me. I’m intrigued by the new supposed impact wrench that has the specs of the new 12Extreme impact wrench. If that is actually true I might buy that instead. but I like the idea of the 12 Extreme screw driver so I might get into 12 v dewalt tools anyway
If theyput out 20v atomic tools of the 12 v extreme screw driver and impact wrench I might get into them.
Meanwhile a question – what is that silver colored stick looking thing? I can’t seem to blow the picture up well – is that some screw driver?
Big Richard
The 20v impacts will actually have an additional 50ft-lbs over their 12v counterparts.
The silver thing is a side view of the folding knife.
skfarmer
i agree if you meant top view.
Chris
I generally lean towards the more professional 20v tools vs the atomic lineup. However, the atomic reciprocating saw has got me out of more jams than I expected. I never realized that I would use it as much as I have when I bought it.
Matthew
Absolutely love the new tough series tape measures from Dewalt. I always run fat max tapes but when I saw the 16 and 25’ tapes at Home Depot I bought one of each. 35’ tapes were no where in sight.
Small end like a fat max to get inside j-channel, old style pocket clip like the fat max, measurements on both top and bottom, easy to use lock and unlock, nice wide blade, great comfort/grip.
Really sold me on the new tapes even at a higher price point than the 2 pack fat max tapes at $20.
If you guys haven’t handled the new Dewalt tapes you should! If they hold up like my fat max tapes then I won’t be going back to fat max.
X lu
The only thing the Atomic line addresses is marketing. Mostly weak solutions best avoided. Breath of vision seems non existent and that is the most important aspect in a cordless product line assuming the tools themselves are high performing.
Steve
I would like to see a reasonably priced 20V laser level with at least the horizontal being 360° and not being anywhere near $500, more like $100-$150.
I saw the laser distance measurer but it was like 55 feet, 10 feet shorter than, and more expensive, than the Bosch I picked up last year at the holidays. If they have a better one (more than 65 feet) for about $30 at the holidays, I’ll take it, that’s what I paid for the Bosch.
Bob
I would love to see a more compact rear handled circular saw in 20v instead of 60v, 6 1/2” blade, brushless, lightweight, etc. I have and love the 7 1/4” but my old brushed 6 1/2” gets way more use.
Chris
DeWalt has already released a new 6 1/2 brushless saw
Bob
I know, but it is the same form factor as the old brushed one. What I said was a more compact REAR handled saw, like the DCS577 but in a 20v, 6 1/2” blade size.
Chris
Going to be all over that atomic 1/2 impact when released
loup68
I like Lowe’s and I do not like what SBD and Home Depot have done to them. When the Flex Volt line came out, Lowe’s was suppose to get them after 6 months. Instead, they kept them to themselves. Lowe’s had Stanley tape measures and Dewalt knives. Now only Home Depot has them.
My favorite knife is the made in USA Dewalt DWHT10046. I have a bad hand and this knife has the only easily operated slide to push out the blade for me.
I tried buying a similar Craftsman knife, made in China and more expensive, and it was total crap and I returned it.
Now only Home Depot sells the Atomic line and fortunately only Lowe’s carries the 12 volt lineup, but HD has the Milwaukee M 12 so they don’t care.
And now there are two competing Dewalt 20V higher power systems at HD and Lowe’s.
Here’s a thought Dewalt. Why couldn’t the tools be the same and use either the higher power 8 amp hour 20Volt battery or the Flex volt battery!
MC
With the battery on the bottom of the laser level, I wonder if that eliminated any 1/4″-20 mounting options? If so, that seems like a pretty major oversite.
Matthew
Any word on when we will see the atomic tape measures?
Stephan
Would really like to see more pictures from the laser and some more information about it too! New article :-)?