A couple of months ago, Bosch rebranded their 18V hybrid impact driver-wrench as the Freak. Now, there’s a whole gang of new tools, called the MegaWatt Crew.
Coming to Earth from a meteor explosion, the otherworldly Mega Watt Crew has made it its mission to get the job done with high power. The crew members all have jobs to do, and they can handle anything thrown their way.
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Oh boy.
The new Bosch product family is centered around a commonality – they’re all high-powered tools designed to take full advantage of Core18V increased capacity.
In other words, these new Bosch 18V cordless power tools are really to be considered next-gen tools, similar in nature as Milwaukee M18 High Output tools, Dewalt FlexVolt, Hitachi/Metabo HPT MultiVolt, and Makita 18V X2. Or at least that’s at the level I would be comparing them to.
Bosch Freak Impact Driver/Wrench
He is crazy. He has a split personality. You never know who you’re going to get. The quarter? The half? Ultimate Jekyll and Hyde; great driver AND tough wrench. Either job, he brings the firepower so that any job gets done.
The new pack of MegaWatt Crew tools is led by The Freak.
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Update: There’s a New and Upgraded Bosch Freak Impact
Bosch Strong Arm Circular Saw
This guy’s hook will tear you to shreds. He swings fast and slices through so-called “studs” without breaking a sweat. Fast and dependable, he cuts any job down to size. Doesn’t need to redo work; he handles it right the first time.
The Strong Arm is the new brushless 7-1/4″ circular saw. I’ll post about the new saw separately, but what I like about its real-world image is that it’s shown with an integrated dust port. Attaching a vacuum is going to be optional, but it’s a rare breed of non-plunging circular saws where dust control was more thoughtful than adding a screw-on adapter to a traditional side chute.
Bosch Surgeon Cordless Miter Saw
Tall and accurate, he can deliver precise results over and over. Durable, dependable, he makes the right cut anywhere.
The new Bosch Surgeon is an 18V 8-1/2″ single bevel sliding miter saw.
Bosch Misfit Cordless Reciprocating Saw
With an angle on demolition, she can cut you to the quick and do real damage. She doesn’t look like the other recips, and she’s not: much faster, more powerful and yet a smoother operator.
The Misfit looks to be a rebranding of their ergonomic brushless reciprocating saw. I have tested one of these, and it is indeed incredibly powerful.
Interestingly, the Misfit is described as being a she. The Misfit, Bulldog, and Hell-Ion are all females, while the other tools are males.
Bosch Spitfire Cordless Angle Grinder
Heavy metal thunder, ready for the grind. He can cut the toughest opponents with ease, plus he can smooth out any rough spots. This guy is fast on the cut. Seriously, watch out. He cuts you from any angle. And sparks fly when he does it.
The new Bosch 6″ brushless grinder is the “Spitfire.” Pretty clever.
Bosch Bulldog Cordless SDS Plus Rotary Hammer
Don’t let her small size fool you. Tenacious and tough, she doesn’t give up, even on the toughest jobs. Can handle tight spots and difficult situations with ease. She’s the alpha dog of the Megawatt Crew for a reason.
The Bulldog is a brushless 1″ SDS Plus rotary hammer.
Bosch Goon Cordless SDS Max Rotary Hammer
When you have a big job, he comes in and handles it. Not afraid to deliver the hammer when needed, this meathead will knock you seven ways from Sunday. If you didn’t think it could get worse, just wait until you meet him. He will destroy you.
The Goon? A heavier-hitting 1-3/8″ SDS Max rotary hammer. It’s the first time a rotary hammer is described as a destroying meathead.
Bosch Hitman Cordless SDS Max Rotary Hammer
All business; all power. When there’s a big job to do, call in the muscle, and he GETS IT DONE… with maximum impact.
And then there’s the Bosch Hitman, a 1-3/4″ SDS Max rotary hammer that delivers maximum impact
Bosch Hell-Ion Charger
The johnny-on-the-spot backbone of the Megawatt Crew. She keeps them going with a fresh supply of electrons at any time. Pedal to the metal. When the crew is running low on energy, she brings the juice. The best power boost in the business.
The Hell-Ion is a new 16-amp max charger. Does that mean it’ll recharge an 8Ah battery pack in half an hour??
First Thoughts
Bosch needs to make this into a comic book.
More on the new tools as details become available.
csroc
This all seems a bit too over the top for me.
salmon
This marketing probably makes more sense to German execs.
AJ
Probably the American marketing team. And probably people who complained that their bathroom remodel was too loud
Nate B
I’ve been wondering about the Wera “Tool Rebels” campaign myself. I think of Wera as the most straight-laced serious bunch in the world. And that’s a good thing!
Very odd.
dust
This is a weird approach.
skfarmer
i hate say this looks like a stupid marketing campaign but it does………..
i would even venture to say it may turn many people off to the brand.
Steve
It’s getting harder and harder to take their stuff seriously….they’ve been lapped by Dewalt and Milwaukee….all they had to do was up their specs and stick with their well-thought out conveniences, like quick blade changes, led lights, good ergonomics, etc. I still love my PS 21, but buying into their 18v line just doesn’t make sense when Yellow, Red, and Teal are putting out a wide selection of powerful and (mostly) reasonably priced tools.
JakeJ
You’re spot on. My 13 year old son was very impressed with the pics above. What does that say about the clientele they’re attempting to sway?? In saying that, however, i have some Bosch gear, as well as yellow, reds, and teal, and I’ve never had to return any of my Bosch . As well, I discovered a few of my old 18v batteries, which still charge and run , have 2011 stamps on them. That says a lot about either their quality control and/or battery tech
Adam
It is nice they are releasing all the pertinent tools at once, rather than a multi-year period it normally is. Or at information on them. It would be much more difficult to get someone to switch over if they were drawn out releases.
While these all look to be for power demanding jobs, could Bosch not make a dual 12v/18v charger by now?
I don’t know if I want to play pool or slots looking at the grinder 🙂
Stuart
Like this one? https://14cyiuhvcgv.com/bosch-18v-12v-multi-voltage-charger/%3C/a%3E%3C/p%3E
Adam
Yes, almost exactly like that one, minus the plug. Now to find a nice small European town to live in…
John
That charger is available in the US. One came with my Bosch kit a few months ago. I’ve seen them separately too.
Noah
Well, it’s different. Clearly they have the good drugs and aren’t sharing.
Jorn
Well, this is embarrassing…
Bryan
Bosch has obviously lost their minds.
Paul K
The Rotary Hammer Crew and friends?
Eric
I’d much rather just see the tools than some ridiculous marketing campaign. Let the tools speak for themselves. Now as far as the charger goes I hope it’s not really charging at 16 amps. That would be pushing those cells really hard. Assuming they’re Samsung 40T’s they’re only rated for a 6amp charge. Their standard charge rate is supposed to be 2 amps. So if they’re really going to try charge them at 8 amps you can expect the batteries lifespan to be awful.
CountyCork
I believe I read it charges to 80% fast and the last 20% slow. Something like that and has active cooling.
Big Adam
https://images-na.ssl-images-amazon.com/images/I/51E5TsqkkUL._RI_.jpg
Craig
I’d definitely buy the comic book
John
They will figure out this isn’t what sells tools to pros – too gimmicky. Are they aiming more at the DIY market?
Craig
Unlikely with the cordless miter saw and 3 different rotary hammers
Craig
But I would have expected this type of advertising from Ryobi and I bet it would work for them
CountyCork
I’m sure pros don’t care about “how” tools are advertised. Good quality tools will always sell themselves.
MichaelHammer
It matters
CountyCork
Really why? That’s just stupid.
Carlos
Holy marketing cringe….. Just stop
Adam
It’s similar to the Duluth Trading catalogue. They have the actual product to take pictures of, yet they use some cartoon version of it. I want to know what it’s like in real life, yes I can imagine with many tools, but would still be nice to look at the real thing.
Just received an email today from International Tool for pre-ordering the SDS models. So very soon
Stephen
If you go to this link, you can see the actual tools instead of just the cartoon marketing stand-ins: https://bosch-activities.com/the-megawatt-crew/
This link will show the same tools, but also a few more tools coming in 2019, such as LED worklights and a new 8.0Ah Core battery: https://www.boschtools.com/us/en/more/news-and-extras/specials/product-announcements/
Corey
“NAIL STRIKE™
The first-ever nail-killing wood bit – Up to 30 nail hits.”-pretty sure I’ve been using greenlee “nail eaters” for years lol
Thom
I buy power tools.. Not mighty Morphin power ranger superhero kiju characters.. But thanks for the laughs. This would have been a great April Fools post if it wasn’t dead serious
Koko The Talking Ape
That Strong Arm circ saw doesn’t just have an integrated dust port, it has an integrated arm! And a Strong one too! How handy.
Not sure about the chuck on that SDS though.
George Gallo
The artwork captures the spirit of the tools, nice Graphics.
The only issue or risk was that we have Graphic Artists (Art Directors who probably don’t use these tools) communicating to Professionals, Skill laborers and DYI who are not in tune with this graphic (Marketing) campaign.
Jim Felt
There are buried in the baloney a couple of actual advances. And obviously a couple other tools here are already available.
I kinda of agree that they’ve never had a marketing “position” in the NA market and perhaps some too clever by half marketing guru said “lets annoy the heck out of everyone” and then maybe they’ll think of us (at all).
I simply appreciate their tools for fit, finish and innovation. Never did like the color. Oh well.
Nils
I’m not into it much like many of us here… but on the other hand there are tools that I have that I really enjoy. Usually they are the top end offering in a lineup (eg dcd996- granted there is a tool connect version of they drill 997) and enjoy picking them up every time knowing the power they have.
I wouldn’t think to ask for it, but it would be nice to have a cool name attached. Think of classic muscle cars and high end sports cars today. We’re thinking Cobra, Mustang, Veyron etc not some long convoluted mode number.
And it’s not unprecedented in tools! Holehawg, Sawzall are two that spring to mind. Maybe just without cartoonish caricatures in the marketing materials.
Adabhael
I am not opposed to a cool name, but I think setting out to be cool is pretty much the definition of uncool (i.e. trying too hard).
Davidaa1
All I can say, is a kids version would probably sell much better.
Nathan
the reuse of BiTurbo brushless makes me wonder. I mean I wonder if they use Audi/VW marketing team.
anywho – interesting developments – I’ll be curious to see real tools but the marketing turns me off. Might appeal to 20 year olds.
Seth Ladd
Stuart – do you have a typo in the post title?
Says “ToolGuyd > Meet the New Bosch Cordless Power Tool Posse – the Misfit Crew
Meet the New Bosch Cordless Power Tool Posse – the Misfit Crew”
when the bosch branding seems to call it “MegaWatt Crew”
Stuart
Thanks! That’s more of a scrambled mind than typo. Fixed it!
In writing it up, I couldn’t get past how creepy the Strong Arm graphic was, and “Misfit” stuck in my mind as being the oddest name, although “goon” and “hitman” come close.
Jim Felt
No Sh*t Sherlock! ;-)~
Bill
Come out with more brush-less products, not a marketing campaign that makes you have to look into whatever it is that they are trying to market. There are plenty of good quality competitors that aren’t making you guess what is going on.
CountyCork
You can google Bosch Tools and visit their website which has all the pictures of these new tools. Most if not all are brushless.
TonyT
They’re coming out with a brushless version of the 18V Flexi-Click
Ron Scot
Really excited about new additions to NA market. X-lock really smart
TZi
I liked that marketing, if for no other reason than it grabs attention and it’s showing that their tools are different (still innovating). They really need something stand out that would get them customers. For them I think it’s more important to be remembered (even if it’s from this) than to just do a regular tool intro and be overlooked like they generally have been around here.
Adabhael
This seems not only inconstant with but directly opposed to my conception of the Bosch Brand as being focused on quality engineering (albeit slow and incremental) for discerning buyers (or so I tell myself) rather than flashy marketing of new “features” for their own sake.
On the flip side, I did read this, post a comment (twice), and visited the Bosch website, so I am feeding the beast (or “Goon” or whatever). Doubtless some marketing firm will aggregate all that into some meaningless statistics about “enhancing customer engagement” and offer it as evidence of what a great move this was.
Jerry
Those sound like the tools He-Man might use to defeat Skeletor
Arch
Geez, I would avoid these tools so I don’t have to waste any time explaining WTF is a “freak” or a “megawatt” is to your buddies. There should be a giant disclaimer warning buyers you must be willing to constantly explain the lame nomenclature. Who wants to be the guy with the freaky tools in the neighborhood anyway? Maybe they have a group of teenage wannabe hipsters in charge of marketing. They should at least include a paper bag to hide your face when using such lame-named tools!
CountyCork
The tools all have real model numbers. Example the Misfit recip saw model number is GSA18V-125. This is what will be on the tool not these alias names, it’s simply marketing. The freak is GDX18V-1800.
Arch
See what I mean? As predicted, you’re actually wasting time “explaining “ what a freak and misfit is! Prophetically annoying in my opinion.
CountyCork
haha……..you win. I’m not sure any tool owners will be using the alias names beyond Bosch’s marketing. I mean if my neighbor ask to borrow my recip saw or impact I’m not going to say you mean my Misfit or Freak. It’s all rather silly to be honest. The tools are good, so I don’t really care what the model number is or what the alias name is.
J bone
No professional would ever buy these tools, I’ll always be a Milwaukee man and like it’s been mentioned, let the tool do the talking, performance, power, durability, relyability, speed, ergonomics, and sound,
CountyCork
No professional would ever buy these tools……..bla.bla.bla. I wouldn’t call yourself a professional if your going to be so biased that you wouldn’t look at another brand because of some silly marketing. I do understand if your a Milwaukee guy/woman and that’s what you have and that’s what you like so be it, they make great tools. Just realize that “No professional would ever buy these tools” is just an opinion and is your opinion. I run a farm and after evaluating needs and researching I buy the right tool for the job and don’t get into brand loyalty which is such a big thing in responses on many of these types of sites/forums. Stuart does a really good job on this website of being unbiased which is a wonderful thing.
As a tool buyer for my farm I welcome all brands to keep competing and improving.
JakeJ
I Agree. Over half of my gear is Bosch, but I also dabble in other brand platforms as well. If a brand produces a tool which I think will make my business more productive and efficient I’ll buy it. My favorite tool, the Milwaukee Surge, is the only 18v Milwaukee I own, but its my favorite , and most used tool i have. With batteries now, I can usually get a full days work out of one battery, so having a few batteries and chargers isn’t a huge drama for me. It does help that one of my young sons daily chores is to take my batteres out and charge them each night, so they;re ready to go the following day. (Double bonus,,,its time away from the xbox for him.)
Jim
I love everything about what you just said!
Frank D
The cartoon approach is a fail to me as well.
Joel
This is a joke, right!? Gotta be a joke. These are the worst marketing illustrations I have ever seen. I own a custom Woodworking shop and own a Bosch mitre saw and screw guns. I’m selling them tomorrow when I get in my shop. This is embarrassing.
The What?
This has ditch effort written all over it if Bosch is serious about this promotional tool advertising. It looks like Bosch based the advertising for their new megatwatt tools on a cartoon characters coloring book with really bad catchphrases and descriptions. Who are they expecting this to appeal to, 3rd graders? The whole thing from the name to the advertising looks worse than very amateur and childish starting with “the freak”. Are the cartoons and their names going to be printed on the packaging for the megatwatt tools as a limited edition collectors item with their own megatwatt action figure and character card? And why would they go with an 8½” miter saw when the blades aren’t sold in stores anywhere in the US? This ain’t Europe. We don’t use 8½” miter saws here in the US. So I hope they worked out something with Lowes to start carrying blades. Otherwise it’s an inconvenience. Their power tools sales have to be plummeting badly here in the US for them to promote their new products in a way that it looks like they are trying to get anybody including children to buy their tools. To this day, I have yet to see any other tools of theirs besides their rotary hammers and laser tapes/levels on a job site. Cordless or corded. And I still say that they’re nothing more than a high end brand of diy grade power tools who just happens to make a good rotary hammer.
CountyCork
Makita, Bosch, and Hitachi all make 8 1/2 compact miter saws that are sold right here in the US, and it’s not a problem to find blades from the major blade manufactures. Also Bosch must be doing something right since they are the 2nd largest money making Power Tool company world wide.
Corey
They’re trying too hard. Renaming the impact/torque wrench combo was dumb enough before the video of their CEO throwing all the much more powerful competing impacts in the trash. As though being the least powerful impact was offset by the ability to simultaneously be the absolute least powerful torque wrench at the same time. I don’t think Bosch has been ground breaking or bleeding edge development for awhile. But I do think that they make good damn tools. So why now, with (presumably) competetive next gen tools on deck, has Bosch decided that this cornball marketing is what they need? Maybe there’s an unseen market for 10 year old boys in the 80s. I see this as degrading to their image as low nonsense marketing for their solid, reliable tools.
DAN DAWSON
God, I just wanted to make a positive comment on what they need to do to
(BOSH) To stay competitive with other
Brands.I also have many other BRAND
NAME tools. Whatever it takes to
Get the job done! GO HARBOR FREIGHT!
logan
This is awful.
For once I prefer the milwaukee freebie giveaway gravy train for social media marketing.
I’m sure someone said it already, but I’m embarrassed for whoever wrote this shit.
Turbo turd
glenn
I find it pretty funny. It is also clever……….people are talking about it aren’t they?
Arch
They’re talking about the lame-name instead of the tool’s spec. Why would a tool maker purposely call their product a misfit goon freak hitman from hell that look like a bulldog? Maybe it’s a true misfit.
Rx9
This has to be the gooniest tool marketing campaign I have ever seen. It’s very cringey, like watching one’s grandma try to boogie down to the latest dance craze. I’m guessing it was dreamed up by some millennial or younger hipster ad agency chick whose closest exposure to power tools was once walking into a Home Depot with her uncle. On the plus side, at least it’s not political or preachy.
David Zeller
As counterpoint to all the negative comments here, this approach may help draw attention from people who have glazed over traditional ads. And as mentioned elsewhere, may click with the Duluth crowd. Many companies have multiple marketing strategies – even different ads for the same movie at the same time, for example. They appeal to different audiences.
Once you drill in a little further (ha ha), you get to the same real pictures. They hammer (ugh) in the details, features, and quality points. It kind of sucks (oh boy) the differences of initial approach away and leaves you with the essence of their “real tools” message.
David
Nate
I’ve been running Bosch 18v for the last few years, I switched from DeWalt NiCad. I’m happy with Bosch, I think I could have saved a little $ with Milwaukee, but I can’t complain. I like the ergonomic designs and adequate power of the Bosch, and when I’ve had to use the warranty, the service was excellent.
Robert
So Bosch has been known as the uppercrust of tool companies. Their slogan in the past could be “yellow and red will get you there, but Bosch is like a Cadillac.”
Maybe they were trying to get into the graphic novel genre, but the people into graphic novels are typically big kids and not likely to be running a construction company…
When the free “freak” competition came out I thought it was a joke on Bosch. When I found out it wasn’t it went from weird to confusion.
I guess we’ll have to see if their marketing researchers were right about this move…
Indt
Really strange “usa” marketing,
Btw Something has changed at the Bosch Professional Tools Department. The hands of the engineers are tied too much, engineers “pro tools” know-how decreased?
The bosch needs more really well designed pro tools that are better than competitors. They need to hear the opinion of professional users who have an eye on what kind of pro tool should be.
Bosch makes too many different cordless drills, way too much. Green series, light series in blue, robust. Then there is a cheap version in pro blue..
Metabo has very nice 18v high torque drill with removable chuck, heavy duty right angle, 43mm standart neck, wide rpm range. Better than any bosch cordless or milwaukee.
Bosch needs to update their 18v reciprocating saw ” normal model ” with brushless motor, 0-1-2 orbital action and selector on the side of the tool. Similar to Makita Jr3070ct. The top of the tool must be straight
They need a fan 18v, good work light pipe, nailers, a more important tools in 18v.
Paul K
Based on the comments here, it turns out tool geeks are incredibly anti-fun. Out of context here, I suppose it seems silly. But at a trade show, when over at the other tents they’re handing out pens and glossy brochures listing torque specs, everyone is going to be lining up at the Bosch booth to get the foam squishy version of these “guys” for their kids. And long after everyone who was at the trade show has thrown away their stack of glossy brochures full of torque specs completely unread, Bosch’s marketing will be staring at them from their living room floor, again, dead, following a fight with Aquaman. Just saying.
Stuart
I think that it’s just so different that it’s shocking.
A-A-Ron
…what?
JakeJ
I think the main point to take away from this , is that the tools (well, at least some of them), that the market has demanded for years now , have arrived. Knowing and seeing the battery tech Bosch had developed first, we have known it was only a matter of time before this happened. Bosch has slipped a few ‘non-headliners’ (brushed drill and impact) into the market in the meantime, with little to no fanfare, and for good reason. Now that the previews have finished and the main show is starting , they needed to slowly pull the curtain apart with a drumroll, fireworks , etc… This could be their last chance for a piece of the pie , meaning the massive American consumer market. Myself, I didn’t find the marketing either appealing or offensive, just almost too loud and fast, like the previews in the theatre. I’ll continue to buy Bosch, but only because I like their tools, not because my kids are flogging each other with foam circular saws and rotary hammers in the lounge room.
Luis Soria
I really liked the approach on this campaign. Well, over 90 percent of my electric tools are bosch, mphhh… LOL…
Delbert
Have to say this campaign is impressive, Bosch might employed a American comics team for realizing localization, I can feel Bosch’s ambition for sales expansion, but hard to know in US market what achievement can Bosch do.
Jim Felt
Stuart.
I just now clicked to this older link from your Bosch post just today and wonder if anyone has seen or heard any marketplace positive activity from Bosch this entire year to date?
If Lowe’s (they’re biggest “retail” outlet chain) is any indication obviously nada.
And I’ve got lots of Bosch 12v and 18v and like their fit, finish and Core 18 batteries
Except for the crappy 12v mini bandsaw.
However. I’ve recently been adding many many Milwaukee tools that Bosch simply doesn’t allow importation or doesn’t even offer anywhere.
Seems like a weird slow mo company to be in such a hotly contested tool market as the US.
Thoughts?
LJ
Real tools thats what matters! Look at the world around you all marketing is changing dramatically on the daily. The marketers didn’t make the tools. I have always used bosch I have batteries 10yrs old that are way over the rated charges and still champing. I have friends in the field with red and drills have failed after 2 months. Same with yellow started smoking. Not that bosch is the best they all have flukey models. But I have only had one issue in 15 yrs and that was a recipicating saw that the chuck was stuck. Bosch replaced it with new immediately. If you pay attention to big job sites the big tools are always bosch. I have never been on a commercial job site and not seen a bulldog, and bosch sds max (they invented it). I just wish they would keep up with the trades (nail guns, pipe threader) all the things other opponents are doing. They seem to be focused on concrete. But they are big overseas core drills and all kinds of tools we don’t see here. My most recent favorite tool purchased is the inspection camera amazing compared to any i have owned (love up is up). I personally wouldn’t give up on any company because a marketing team didn’t hit the best target. I’m mean if Doritos made a bad marketing choice they still taste good!! I would still eat them.
Rob
The irony of the “real tools” bit is in the fact that Bosch has become synonymous with vapourware.