Over at Lowe’s they have a Lufkin Shockforce Nite Owl tape measure 2-pack promo, where you essentially buy one and get one free. With this deal, you get two tape measures for $30 instead of one.
I have a review sample of the new Crescent Lufkin tape measures, and there’s a lot to like, although I haven’t tested it in very demanding conditions yet.
Advertisement
I like the blade visibility, and the ergonomics seem to be decent.
At the store, I noticed something that I wasn’t very fond of, and it’s something I also noticed with my review sample.
Here’s the back of the packaging. What do you notice first? Let’s take a closer look:
Advertisement
It’s designed, engineered, and tested in the USA, but made in China.
No biggie, the same is true with a lot of products. Apple products, for example, are imported but have “designed by Apple in California” labeling, or something of the sort.
But I can’t help but shake the feeling that the larger “USA” and red-white-blue branding is going to immediately noticeable and that some customers won’t scan the packaging further to see the “made in China” country of origin information.
This reminds me of a past example where an imported Husky utility knife had USA Quality Guaranteed styling.
I’m pretty annoyed by this because it could potentially be misleading by hurried shoppers. However, at least the “Made in China” COO is located close to the “Designed, Engineered, Tested in the USA” flag-styled graphic. They could have moved the country of origin information (COO) to a different corner of the packaging, although that might have been too blatant to be passable.
I’d describe my feelings towards Crescent and Lufkin as being “positive,” which might be skewing my thoughts about this. Would I be outraged if this was done by a different brand, one I’m less fond of?
Personally, I think that my current reaction is softened a bit because I first noticed it a couple of months ago with review sample packaging. With time, some of my opposition might have transformed into dissatisfied acceptance. I was extremely unhappy when I first noticed this. Maybe my reaction with this 2-pack isn’t quite as strong because I expected it?
So what are your thoughts about this? Is this an acceptable modern practice? Potentially misleading marketing trick? No big deal?
fred
Not surprising in a world driven by money and profits – but one might hope for better from Apex. The “made in China” should be prominently displayed – with the USA items as a footnote – not the other way around. One can only thinking that they way they have it is an effort to deceive.Their marketing guys got this wrong – shame on them.
Joatman
Yes, I agree, that’s definitely misleading. Just an attempt to gain some American trust. Is the statement even entirely true? Tested in the USA? Really? When the items come off the assembly line they’re flown back here for testing? At least the statement isn’t as bad as something like “Designed, Engineered and Tested by Americans in China”.
Nathan
Thought APEX was owned by a chinese company now. maybe I just think that because of gearwrench.
eitherway – I look at that like I look at APPLE products. “Designed IN California” ok and where exactly is it made – oh you don’t put that on the back of your iphone or macbook etc. it’s in as small or unassuming a place as possible.
I hate that more than I hate them just saying made in china. If only because of the attempt at deception.
ToolGuyDan
Apple puts both everywhere. One isn’t hidden, neither is emphasized. They’re equal.
But they aren’t equal in impact. Apple spent $45B last year on costs outside of manufacturing, including $15B on R&D. I don’t care whose flag is being saluted by the person who drives tiny screws into tiny holes; that job could be done by a machine in the US or a slightly less expensive human in China. The expertise that drives the company’s value, and American capability, is within that $45B.
Caleb Helmuth
I’ve been waiting on a deal on these for awhile.
I really like the big head and ability to snag objects from the top side of the head better. Stand out is good, readability is good and the design seems very robust.
Pocket clip is too tight for pants but nothing a little bending won’t fix ?
Nathan
I will say I like the coating difference. might work well in daylight too
Matt
I’m with ya. Pretty deceptive… I don’t care for that kind of marketing one bit either.
Kenneth Stephens
I’ve been extremely disappointed with apex as a whole. I recently bought some new gearwrench mechanics tools, as well as a small wrench set from SATA to try them out. Both made in China and terrible quality control. My Taiwan and USA gearwrench are much higher quality. Same with crescent. My father in law bought every size crescent wrench he could when he learned they were moving production to China years ago. Huge quality difference downhill with the Chinese wrenches. Same price.
Patrick McIntosh
Interesting, I have some 15 year old Crescent Wrenches and they are like a rock and roll song, when you shake them, they rattle and roll. They were made under the Cooper ownership when Cooper refused to put any money into the tools division so with the very old machinery they had in place the workers had to make the best product they could, hence the ill fitting components. I also have some new Crescent Wrenches, well made, tight fitting components and I now use them in preference to my Irega wrenches. I have loads of GearWrench and I have yet to find a fault. My brother in law has lots of GearWrench, over the years 3 items have failed, he took them back to where he purchased them for an immediate swapover. He races cars, he needs quality tools, after purchasing a lot of different brands, he stuck to GearWrench because of the quality and the backup. I guess everyone has a story just some are different to others.
Farid
Though legally not deceptive, it is misleading in a big way and not every one is going to look that carefully. It is obvious that is exactly what the manufacturer is hoping for. More and more brands are doing this. I find these tactics off-putting and make me think twice about buying the brand
Even more deceptive is what the clothing industry has been doing for decades. Clothes are made oversees, arrive in the US, a label is stuck on it saying “Made in the USA” and that’s it. More recently, labels have changed to “Assembled in the USA”, giving one the impression that the whole garment is made in the USA of imported fabric. It is all legal. How do I know this? A relative had a garment factory oversees and used to ship garments to Italy and the USA.
Dennis
I hate the ruse. I’d be more likely to buy a product that wasn’t trying to trick me.
Neighbor Joe
Not shocked by Apex. They outsourced most of their manufacturing. On a bright note I found a classic 12″ Cresent Wrench proudly stamped made in USA Jamestown USA at a yard sale. I cleaned it up added a bit of oil and works far better than newer offerings from Crescent/Apex. 40 years old and still works like new.
Jim Felt
That was likely made back in the pre Wall Street predatory hedge fund days of an actual thriving American Middle Class. And the heyday of Unions not the so-called Right to Work movement.
One reason I cherish my myriad of Diamond tools.
I’ve never been in a union, they were hardly perfect nor invested with KKR et al and know it’s a very simplistic sketch but just look at where we are and wonder how we got here…
And yes it’s Veteran’s Day in the US.
Boggsy
Hah, I just watched the old Modern Marvels episode on Machine Tools… Highlighting what actually made America great. Well, mostly the World Wars. Everyone banding together, creating innovative new machines, and new twerks to old machines. And, well… converting those monster death machines into commercial product…production.
We also sent a ton of those machining machines that make machines for the machines that make the Pew pews to all of our allies. We’re pretty generous when we want to kill somebody.
Now we don’t like business, or manufacturing. Don’t worry, a country can function with 200 million lobbyists, and real estate agents, and hippies.
Patrick McIntosh
Apex haven’t outsourced MOST of their manufacturing, they manufacture in their plants, mostly. Just like 90% of other quality tool manufacturers.
Jim Felt
All the more reason to support those companies that do not use a Red White and Blue flag-like logo to try to obscure their actual COO.
Some of the German tool companies are not above this either.
Is it a feel good thing or just low life marketing at its most blatant?
Jp
Many companies across a variety of industries mislead. Whether its food, supplements, or tools. I guess some might consider this different because it involves patriotism instead of sugar content. But i think negatively about all of these marketing schemes. At the end of the day, i started ignoring it. Most of my stuff is made in china although it would be nice if it weren’t. That’s one thing i can say about some of new craftsman stuff. They are supposed to make tools here while hopefully keeping prices in line with others
Thom
APEX is a cancer on the tool world.
Patrick McIntosh
Wow, luckily you like them, I’d hate to think of your reaction if you didn’t. Can you expand on your comment? What have they done to be a cancer? What happened to you with their products? Do you work for an opposition company? Is their quality poor and if so compared to who or what? In essence, why did you make that comment?
Thom
APEX bought Danahers tool division and promptly moved 95% of production overseas.. Crescent, Lufkin the Sears Craftsman contract etc. They simply dropped the Armstrong line altogether. I find the quality to be lacking. I work for the U. S. Army BTW so not a competitor. APEX just slaps the brand name on low quality Asian tools and then pulls stunts like you see above.
Brian Kloc
I don’t think this is misleading. The USA logo is large enough that people can read its designed, engineered, and tested in the USA. And the Made in China is right next to it and not hidden. The Husky example about “USA Quality Guaranteed” is absolutely misleading. “USA Quality Guaranteed” can’t easily be measured or quantified. But Apex is clear about what parts of the process take place in the USA.
Hurried shoppers might be fooled, but that’s what you get for being in a hurry. Like when you’re at the gas station and don’t notice the advertised price of gas is the cash price until you’ve already started pumping gas. It says cash price on the sign.
John
I prefer this to Dewalts “assembled in USA from global materials” – now that’s deceptive because very little is assembled here.
For example, Keen footwear puts”built in the USA” because it’s illegal for them to put “made in the USA” on their shoes because all they do is stick a couple parts together to form the shoe (at their USA “factory” 35 employees make over a million pair a year, Right, Sure.)
Corey Moore
Deceptive marketing is, sadly, pretty much par for the course these days. I noticed the same thing when my 25′ showed up a few weeks ago. That aside, it’s a pretty good tape so far. I like the semi-grit full blade coating, the hi-vis marking, and the return strength. I’m still coming around to the more traditional, super slim belt clip. I was a big fan of the Dewalt XP tapes’ clip that accommodated clipping to an underground belt or harness without deforming, and I’ve found the nite eye more challenging to side hook the blade than with the XP’s oversized hook. Still doable, and a great improvement over any non 4 way hook, but not as well executed as Dewalt’s. Overall, I’m very satisfied with the shockforce.
Frank D
I don’t see a deception. Large logo. Large print. No ambiguity.
I think they’re free to point out what they do in the US, as long as that is truthful. Pretty fair if they have several connections to the US, to make that stand out versus products that are no US connection whatsoever, other than being imported for sales.
DC
Pass on these. If I need new tape measures I’ll get either USA Made Stanley Fat Max or Fast Cap left-right tape measures. I avoid Apex tools as I don’t see made in USA or even made in Taiwan when I go to the stores. I have older made in USA and Taiwan Gearwrench tools and that’s all. Ever since Apex move manufacturing to china, I avoid them like the plague.
yadda
I’m ambivalent. I’m not too personally concerned. Not the least surprised that they are trying to market their way past the COO issue. I would be more impressed if it said Quality Control Tested.
Patrick McIntosh
DeWalt does Made in the USA from imported components, right next to the Made in USA Logo. No one seems to mind that. Even their old “Made in America” which was made in Mexico (it’s part of the American Continent) was very deceptive. I think your posters are taking this too seriously, when everyone knows that 90% of a companies products are made offshore why would you pretend to be shocked by a text like that.
KevinB
I will be passing on these, I backed the truck up on some luftkins years ago that lowes was blowing out. Over the years I always grabbed the U.S. made Stanley 5 packs HD always had as BF deals. I should be set with tape measures but for some reason i’m still always am looking for one.
As far as the USA bug, It’s fairly obvious to most what their intent is. I always read labels closely,but some old timer with poor vision may fall for this one.
The What?
I don’t get why they even print anything regarding the USA on products that are made overseas and supposedly engineered here or on products whose parts are made overseas and shipped here for assembly. How disrespectful to the red white and blue can you get? So let me get this right, they designed it here then had it made in China then had it shipped back here so they could test it and then tell the management over in China where the packaging is designed and printed to print an American flag on the packaging saying that they designed & tested it in the US? All of that for just for one tape measure? Bullfknsht! Apex is one of the main perpetrators as to why tools aren’t made here anymore. Sbd is just as guilty. But at least sbd doesn’t stoop to such a low level. Apex is lower than whale sht.
Corey Moore
It’s a good tape measure with just as much US production involvement, arguably more (I’d consider testing as qc), than plenty of other name brand tapes available. You need to settle down with the red, white, and blue attack over a tape measure.
ChrisP
I think testing probably means testing the pre production prototype in the US. Doubt there is any QC done in the US on already packaged goods.
Scott K
This is definitely misleading. I’d say this differs significantly from Apple: the print on the back of my iPhone is actually not that conspicuous and the, “Designed in CA, made in China,” is the same size and color.
I don’t think this would influence my purchase as I care more about the product itself over COO. With that said, it sends a message about the brand.
Jonathan
Just based on quality of product, I have to highly recommend AGAINST PURCHASING these. I do remodels and was sold on the dark blade with highly visible markings. No exaggeration, within the first two days of use, that feature quickly faded/wiped away. Leaving blotches of highly visible blade prevalent with no usable markings. The black costing is over the base green coating. I assume they forgot to add a decent top/clear coat that would stand basic everyday use. Again, this was within the first 2 days – well within that “new tool/handle like a newborn period”. Biggest selling point for me, gone!!
Next was the clip. I will say this…it was a tight clip for that style, but maybe a little too tight as I often found it slowly creeping back up and off my belt or rig. So, while it was tight, it wasn’t the good type of “stay where you put it tight” like the Milwaukee wire hook.
The other thing I felt was underperformed was the diamond coating on the hook. I know for a fact I would have benefitted far greater from a magnetic hook, as I know it would work as advertised. The standout wasn’t 14ft. I seemed to get 11ft which was better than all that I’ve had in the past, but still fell well short of their claims.
What makes it worse, was that I went to Lowe’s specifically for this, not during a work related trip, after work hours. Driving to Lowe’s can sometimes be tough to do, even when it makes sense (ie: like when the closest HD is more than 3 miles away and the Lowe’s is w/in a ½ mile) but making it a “destination trip” was self humiliating. I don’t, maybe that’s just me.
Anywho, so… This was a few months back, and one of my workers threw it away mistakingly, and I knew it and didn’t even care as it was completely useless without markings. To the people who can’t see the marketing they chose as deceptive, it worries me to know that those people use tools. One can only hope that they stick to hand tools that cause little to no harm, and stay away from the power tools. Just saying.
Will K.
I bought five Lufkin auto-lock tapes to give to friends when they were on clearance at Tractor Supply. No kidding, within the first day the rubber pads that stop the tape broke off on four of them. Perhaps that’s why they were on clearance.
I won’t buy another Lufkin tape again.
Scott
I guess my feeling is they shouldn’t try to be deceptive. If you are trying to hide where your product is made, then don’t make it there. Make it where you are trying to trick people that it’s from.
Rick
I bought a pepper grinder a few years ago. It was made in China, distributed by a Canadian company. It had a USA label on it, saying it was proudly filled in the USA!!
Mr. Certainly
Who put this on? The tool company.
Why would they put it on the way they did? To mislead.
Why would they do that? For financial gain, from those who look too quick at the largest, brightest design element. From those who didn’t read the fine prine. From those who place value on “Made in USA”.
Are they pieces of scum for doing so, trying to gain from those who want to support USA-made yet still making their lousy, bargain-basement product in a country that treats human rights as “optional”? We’ll let the fellow reader decide that for themselves.
Will K.
This reminds me of when I see “Made in North America” on wood products at the box stores. That could mean the USA, but it could also mean Mexico or Canada.