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.
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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.
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A tool truck in your hands, thanks to the ease and speed of mobile Amazon buying.
Discussion
At the time of this posting, you can buy a 3pc set of SATA 120 position ratchets for $64.83 at Amazon. Gearwrench’s 120XP 3pc wrench set is $84 at Amazon.
But, SATA’s 2pc Double-X pliers set is $39.19. Gearwrench’s set is $29.89. Crescent’s is $28.20.
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.
Related to Apex Tool Group:
Goodbye Armstrong Tools, Hello Gearwrench and Crescent?
Apex Tool Group Cuts Armstrong and Allen Tool Brands??
Kizzle
Same tools for less? I Love rebrands. My Saab 9-2x Aero is just a WRX in different skin. As my 9-7x Aero is a Trailblazer SS, but cheaper. Same here. Grab the SATA or the Gearwrench depending on the lower cost one of the same tool. Unless your particular about color…. being OCD complicates things…..
evadman
Curious. SATA is already a trademark of the serial ATA international org in the US, since 2000 if I remember correctly. There are rules/standards about what is allowed to display the SATA mark, and these tools certainly are not hard drives 🙂 They are a non-profit, so I’m curious if they will enforce the trademark/display rules.
fred
We used SATA spray guns – from a small German Company (SATA GmbH & Co. KG) with manufacturing facilities in Kornwestheim Germany. I do not believe that SATA spay guns have anything to do with this Sata – or Apex
They too have a trademark:
https://trademarks.justia.com/873/15/sata-87315896.html
Matt
Correct and that SATA was founded early 1900s. When I saw this headline I thought it was SATA GmbH & Co. KG branching into other tools.
Jared
Interesting – I searched for SATA tools on the amazon.ca website to see if these were available in Canada.
After finding a product listing I clicked the “by SATA” link that appears after the product title to view all the products listed by that brand…. and found both the spray guns and mechanics tools listed together.
Here’s the link in case anyone cares to check: https://www.amazon.ca/stores/node/19576208011
Jeff
Trademarks only apply to similar fields of business. In other words, you can operate a SATA company that makes tires and not be infringing on the computer trademarks, but you could likely not start manufacturing SATA brand laptops.
notinuse
You’re correct, but it still happens. Like Beretta suing GM.
https://en.wikipedia.org/wiki/Chevrolet_Beretta#Trademark_issue
Chris
I clicked your amazon link and got distracted by the second picture of a person holding a torque wrench like a ball bat. It looks like a scene from a movie (in my head) where the “bad guy” (person) is going to beat the ever-loving s**t out of the person getting questioned/tortured (engine).
MT_Noob
I decoded your asterisks.
S**t = snot.
I’m not sure you needed to obfuscate that.
But this is after all a family friendly site and I appreciate the restraint.
: )
Stuart
I know!! Something about the grip looks very menacing.
Harry
this SATA started off life as PRC MATCO. They even used the MATCO logo for many years. I don’t think we need another Peoples Republic of China tool offering. I would rather see Armstrong, KD, Allen and the other brands killed off by Apex to launch Gearwrench’s expansion brought back but, i know that’s not going to happen. I mean look at those lobster claw open ends in the SATA pictures linked. The pictures themselves don’t scream quality. I’d rather support better quality Taiwan made tools such as Toptul, OEM Tools, Carlyle, and others. I think Gearwrench’s quality took a nose dive when they moved some production from Taiwan to the SATA factory but, that’s just me. The great thing about the internet is the choices you have today but, not all choices are great.
JOSEPH CIMINO
Amen. The suits at Bain Capital are not to concerned about made in USA let alone quality. They are bottom liners nothing more and when Apex runs its course it will be sold off.
Eric
The screwdriver and mini screwdriver handles look like they might be comfortable. If I could just order and single to try out I would maybe do that. But really the last thing I need is more screwdriver sets, especially if I end up not liking the handle.
Christos X
I’m skeptical. While I like the idea, this looks like a low quality imported offering styled to mimic higher end German hand tools. They’re taking a page out of the Harbor Freight book in housing the same junk in a nicer looking case. The mottled, uneven “chrome” finish on the screwdrivers is a dead giveaway. I suspect the sockets, ratchets, and wrenches are of similar, marginal quality. No, thank you.
Dennis
Exactly. If you were shown the pictures not knowing the brand, you could easily mistake them for German tools. Plus when you zoom in on the photos not one of the photos shows where these tools are made. I’m guessing P.R.C. I hate the ruse more than crappy Chinese knock-offs.
Toolfreak
Apex is wasting a lot of time and money floundering around with the branding.
It’d make a LOT more sense if they just kept the Gearwrench brand to ratcheting wrenches, and made the rest of their tools under the APEX name. It’s simple, easy, and the name of the company.
I certainly never expected them to bring the SATA branding to the U.S., so it’ll be interesting to see how it does, even just online.
Mike (the other one)
So they killed off Armstrong and Allen and now they are bringing over SATA.
Sorry, but if I want German tools, it’s gonna be Wiha, Wera, NWS, and Knipex.
Thom
I’m with Mike.. They killed Armstrong, a old and respected American brand I was quite fond of only to bring us a faux euro chinese manufactured mystery brand. I don’t /wont buy APEX for just this reason.
Jim Felt
Yes!
Andrew
GM had to kill off some longstanding brands because they stretched themselves to thin. SBD is doing it now. I do no tget the approach. Most people like names that match, and will buy them if they compete in price. Seems to me a company will do better having a full line of similar quality materials but fewer names marked on the same tools.
Thom
Also it looks to me to be too much like SK trade dress.
Jim Felt
I’m sure that’s a total coincidence! Not.
Nathan
That was one thing I thought.
That and the internet ordered european tool craze. Do these say made in china on them?
Patrick McIntosh
SATA is the largest selling Mechanics tool in China. Now if you think about the population of China that a huge population buying this product. The products are made in China, as are a lot of products nowadays. Why? Cost, the salary of a Chinese worker V the salary of a US worker is very different. The quality is good, it has to be to have survived in a marketplace like China. The misconception that a lot of people have is that tools made in China are made cheaply and in sweathouses. That does apply to the cheap brands, however the brands such as SATA, Stanley, DeWalt etc are made in factories that are high tech and that are so well run you could eat your meal off the floor. While I would rather buy locally made products, if there were any, I’m in Australia, I will buy a product if I know about the brand and if the quality is up there. Sata is one of those brands.
Chad Bennett
The impact sockets look nice. But that’s about it.
Ian
Just picked up a pair of the 10″ tongue and groove pliers, as they were on sale, and needed an emergency pair for camping. The packaging does state made in china, and also a Lifetime Warranty.
They seem reasonable quality.
Eli
Like Chinese Craftsman or HF Pittsburgh right…