Milwaukee: Go Ahead and Beat the Snot Out of Our Screwdrivers

At this week’s media event, which will be discussed in more detail at a later time, I observed how confident Milwaukee engineers were about their screwdrivers.

Bang. Bang. Bang bang bang. Thud.

As part of a new tool demo, a Milwaukee engineer or product manager hammered one of their screwdrivers through HVAC ducting. Piercing sheet metal is not really proper use of a slotted screwdriver, but they did it anyways. It’s what pros will sometimes do, and it seems that the drivers were designed accordingly.

Screwdrivers were not the focus of the demo, but that part of the demo stood out to me. It was repeated several times throughout the day, presumably with the same screwdriver. It’s one thing for brand reps to say their screwdrivers are tough. But Milwaukee showed this without even intending to.

To be honest, I’ve never had much interest in Milwaukee’s screwdrivers before this. I previewed them 2 years ago, and while they were worth reporting on, I didn’t feel compelled to try them out. But if they’re designed as sturdily as other brands’ demolition drivers, then maybe they’re worth a closer look.

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For the record, no one at Milwaukee actually said that it’s okay to beat the snot out of their screwdrivers, but their actions certainly do seem to encourage this.