Matco has been promoting their newly announced partnership with Milwaukee Tool, calling it a match made in power.
Matco says that this partnership will combine “the innovation of Milwaukee cordless products with the power and personalization of Matco’s flagship Infinium line.”
What does that mean?
the partnership with Milwaukee Tool gives auto technicians the freedom to choose from a wide scope of cordless tools when stepping onto their local Matco truck.
Oh, okay. Matco tool dealers will start selling Milwaukee Tools.
Press materials add:
Paired with Matco’s cordless Infinium line, the addition of innovative Milwaukee cordless tools will offer a well-rounded selection to get the job done under the hood and around the shop.
Matco VP of marketing says:
This partnership will allow Matco Tools Distributors tremendous flexibility in offering the perfect cordless solutions for their customers.
The addition of hundreds of Milwaukee products presents a wonderful complement to the performance and flexibility of our Infinium line.
Matco’s press release mentions their Infinium tool line three separate times.
What does any of this have to do with Infinium? I suppose this is to reassure customers that Matco’s Infinium cordless power tools will continue to be sold and supported.
Hundreds of Milwaukee products? How many SKUs are they really going to add to their trucks for immediate purchase?
The company’s move to incorporate Milwaukee cordless tools will ensure the continuation of a long-lasting tradition of providing customers with only the best tools on the market.
While all of this sounds like big and exciting news for Matco, it’s too soon to see if or how this partnership will benefit users or Matco customers.
Maybe there will still be an sold-your-door convenience, but I doubt that Matco dealers will be able to offer the same prices or promotions as other Milwaukee Tool dealers.
It sounds to me that maybe Matco has been losing market share. If they can’t sell you an Infinium tool, maybe they can sell you a Milwaukee cordless power tool.
Milwaukee Tool has steadily introduced new cordless power tools, hand tools, lighting products, and other products aimed at transportation maintenance techs. It seems to me that this partnership is a strong sign all those efforts have been paying off.
I also find myself thinking about how Matco Tools has had quite a few different corporate owners over the past few years. Danaher spun off Matco as part of Fortive, and then Fortive recently spun off Matco to form Vontier.
Vontier owns 6 companies, including Matco, and describes themselves as “a global industrial technology company focused on smarter transportation and mobility.”
Should this partnership work out well for both brands, might there be a chance Milwaukee Tool would seek acquire the company?
After all, Milwaukee Tool’s fiercest competitor is Dewalt, whose parent company – Stanley Black & Decker – owns Mac Tools, their own automotive maintenance tool company and franchisee dealer network.
A partnership between Milwaukee Tool and Matco holds a lot of potential once you start thinking about what it could lead to.