Cordless revolution continues as long as power issue wanes - Hardware - Tool manufacturers show off new power tools

DSN Retailing Today, August 12, 2002 by Debbie Howell

Growing demand for lightweight power tools with innovative new features, higher power and ease of use are driving the power tool market at mass. Whereas cordless tools received a lukewarm reception in the 1980s because of low run times and heavy, bulky batteries, such is not the case today. Improved battery technology-similar to the revolution in home computers-has resulted in more powerful, longer-running tools that are less expensive.

Tool manufacturers have continued to push the envelope, adding heavy duty tools in cordless versions unheard of in the past, such as circular saws and routers. As a result, consumer acceptance has driven cordless power tools to about 43% of the $3 billion market, with that number growing annually.

Tim Lebeau, cordless product manger for Skil power tools, estimated that cordless products would peak at some point in the 65% to 75% share range. Skil and Bosch, divisions of SB Power Tools, continue to put emphasis on cordless tools.

"Cordless is becoming more and more popular," Lebeau said. "Most tools that are corded we're working on making them cordless, without any sacrifice of power or performance."

One of Skil's newest products is a 7-1/4-inch cordless circular saw. Not only is this an innovation for a saw of that size, but the battery is placed in the motor housing as opposed to the handle to make the tool more balanced and ergonomic. This saw will retail for $99, or $159 for a combo kit that includes an 18-volt, two-speed cordless drill.

Meanwhile, cordless drills have become the industry standard. The thrust has, therefore, turned to making products lighter in weight, ergonomic, easier to use or with added features. A new line of Skil drill drivers offers either a detachable drill bit-size indicator or stud finder, extras that come in handy.

Sears' Craftsman brand, meanwhile, this month debuted a 12-volt cordless tool called the Redi Drill, which incorporates drill-bit storage in the product. A revolving bit-holding magazine will hold up to five 3-112-inch-long bits. Variable speed control is another feature of the tool that has become popular.

"It's a multitasking tool. You can switch very quickly from a slotted screwdriver to a Phillip's screwdriver bit to a drill bit," explained Sears spokeswoman Ann Woolman.

But as the movement toward more power continues, Sears has seen its greatest growth in sales of 18-volt cordless products. At home centers, the trade-up trend has likewise shown more affinity toward 18-volt and 24-volt products.

Makita, a leader in the professional market, this summer launched its new Mforce cordless drill series, which offers increased power and ease of serviceability. The two-piece D-31 motor features dual-sealed ball bearings for less friction, a large cooling fan and a high-grade field magnet, all to provide better performance than a typical "can" style cordless motor that is typically used. Other attributes include one-touch shifting from drill to driver mode and the use of two powerful Nickel-Metal Hydride batteries for longer run time.

The new series, in voltages ranging from 12 to 18, replaces Makita's former Mak drill series, with prices ranging from $179 to $239. The line is another example of the trend toward maximum performance in cordless products.

"We're constantly looking at making tools smaller and lighter if we can and getting the maximum performance out of them," said Vince Caito, marketing communications manager for Makita.

Even as the market has shifted to cordless tools, it doesn't mean vendors are ignoring innovation in corded products. One launch by Makita at the National Hardware Show will be a new series of tools with built-in LED lights to help illuminate work areas. Caito said the success last year of a lighted circular saw led to the addition of laminate trimmers, jig saws, hammer drills and a rotary hammer with lights. But Caito stressed that the light is only an extra, with improved features in each tool, such as a new jigsaw that minimizes noise and vibrations and is built to be more compact and powerful.

Sears also is adding light features to its corded tools. The new Craftsman 10-inch radial arm uses a laser light system to illuminate the line of blade travel for ripping or crosscut operations. The product is an extension of Sears' popular 10-inch compound miter saw with a laserguide system.

The variety of new power tools has intensified competition at the retail level. While mass retailers typically limit their selection to tools under $100, that could change as the demand for performance and power grows, and prices drop.

Home centers, meanwhile, have grabbed a large share of the upper-end market. Last year, The Home Depot began a partnership with Ryobi, becoming the exclusive supplier of that tool brand.

Paul Fitzmaurice, a spokesman for Ryobi, said cordless tool kits have been the hottest trend for the company, such as a 12-volt drill/vac combo kit and an 18volt drill/compound miter saw combo kit now available at The Home Depot.