Almost a year ago, Snap-on renamed the J. H. Williams Tool Group to Snap-on Industrial Brands, affecting how their Williams, Bahco, and CDI Torque products are marketed.
While Williams and Bahco tools were previously advertised as Snap-on Williams and Snap-on Bahco by many retailers and distributors, the official name change means that such branding has become even more widespread.
Michael Carr, director of sales for Snap-on Industrial, has said that “by renaming our business unit Snap-on Industrial Brands we are strengthening the direct link between our distribution brands and Snap-on Incorporated, our parent company. Our intention is to accelerate the pace of innovation and new product introductions…”
We’re fans of Williams tools, especially their hard-handle screwdrivers, and own a couple of Bahco tools as well. But this move to rename the Williams and Bahco brands does not sit well with us. And we’re still not thrilled with the random licensed Snap-on tools that have appeared in recent years.
We’ve seen a number of complaints on the web already, where buyers of Snap-on Industrial products appear shocked that they didn’t receive bona fide Snap-on tools.
View “Snap-on Industrial” tools via Amazon
Our warning to watch out for Snap-on Industrial tools is not really a reflection of quality. Although they might not match up with Snap-on tools, their quality may still be quite good. Our concern is that retailers and resellers may accidentally (or “accidentally”) leave off the Williams or Bahco branding.
It is obvious that Snap-on is leveraging their name and reputation to further tap into the consumer tool market. It will be interesting to see what happens in a couple of years.
With Snap-on’s name appearing on professional tools, “industrial” tools seemingly aimed at consumers, and licensed tools and products, will they experience growth or will their reputation be diluted?