We just received word that Apex Tool Group has brought one of their mechanics tool brands to the USA and is launching it as an Amazon exclusive.
SATA, a Gearwrench sibling company, is now available on Amazon, and there’s already “deal pricing” on many of them.
The subject line of the press release email says: New tool brand emerges in U.S. for mechanics to bolster toolboxes.
In the intro to the press release, they say that SATA is the fastest-growing tool brand in the world over the past 20 years. They also emphasize that the brand challenges the idea that tools can’t be both high quality and affordable.
Quality, innovation and value: Mechanics can stock up, save time and win with SATA, now on Amazon.
The press release goes on to say that the initial launch will include over 150 SKUs, including ratchets, torque wrenches, mechanics tool sets, pliers, impact sockets, and more.
SATA also says that their tools are premium-quality and that they stand up top established brands while being priced 10% to 50% below industry leaders.
Offering the ease and speed of mobile Amazon buying, auto techs now “have a tool truck in their hand,” he said. SATA’s initial launch includes mechanic tool sets, torque wrenches, wrenches, pliers, ratchets, impact sockets, hex keys, tool storage and more — over 150 SKUs, all with a lifetime warranty.
A tool truck in your hands, thanks to the ease and speed of mobile Amazon buying.
I see some unique-looking SATA tool offerings, but I have a hard time understanding the purpose of all this. How will SATA be marketed differently than Gearwrench?
Apex Tool Group recently consolidated a whole lot of brands under their Crescent brand. But now they’re introducing a new brand to the US market and exclusively through Amazon?
It’s a “tool truck in your hands?” How is SATA any different from other mechanics tool brands’ offerings you can buy through Amazon or other online retailers?
I just don’t get it. Are they taking a page from Stanley Black & Decker’s strategy book?
But, I do like lower prices. If SATA tools are comparable in quality to Gearwrench, it’ll be worth paying some attention to the brand. Let’s see how this plays out.