We recently posted about Bosch USA launching “new” 12V Max cordless power tools in bare tool format.
From what we could tell, these tools, some of them having launched more than 10 years ago, were being packaged without L-Boxx tool box-compatible insert trays, a move that goes against their long-standing practice.
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We asked Bosch USA:
1) Bosch’s website shows a lot of new 12V SKUs, with the only difference being that the new models don’t come with L-Boxx-compatible trays.
2) Could you provide any information or insights as to WHY Bosch is launching these new models?
3) And are these going to replace current SKUs?
After 10 days, we finally heard back from Bosch Power Tools North America:
There are many reasons for executional changes to products and the contents within a kit. As always, our focus remains creating products that benefit our users.
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I replied, repeating my question about whether these new SKUs will be replacing existing bare tool offerings, and asking where users can acquire Bosch L-Boxx-compatible trays for tools that used to ship with them.
Quite frankly, I expected more of an answer than this.
I am – or at least I was – a Bosch power tool user, and I still own quite a few L-Boxx tool boxes. Their response isn’t very reassuring – how exactly does this change benefit users?
Tom D
That’s the kind of answer you expect from PR – and can produce without asking. A shame, really.
They could have just said “cost cutting” or similar.
Stuart
No, that is not the kind of answer I expected.
There are questions for which this type of non-answer might be expected and accepted, but this wasn’t one of those times.
Tom D
Could be that USA doesn’t actually KNOW the answer – maybe submit it in German to headquarters?
Warum mit der Herstellung des billigeren Mangels an L Boxx für das Werkzeug wegen der Preisgestaltung?
Tom D
Er don’t actually do that. Not with those words at least. 🤪
Stuart
Bosch North America is responsible for USA marketing activities.
Bosch still bundles tools with L-Boxx trays in Europe, and so the move to remove them in USA SKUs is solely in the realm of Bosch NA/USA activities.
Tom D
That makes it even more insane then – as the factories have to handle multiple SKUs.
Brian Aeschlimann
I would of had similar higher expectations, but these days you need to lower your expectations by 90%. At least you finally got a response… just make your own assumptions
Adam
Sounds like a garbage cut & copy response you see for reviews on retail websites.
RKA
In a way I find these kinds of responses humorous. A group of people have vetted these responses to make sure they don’t reveal any information that is inaccurate, untrue, doesn’t reveal trade secrets or reveal some competitive advantage, doesn’t offend or dismiss a criticism. It’s all carefully considered, save for one important point. Did they actually answer the question!
Or maybe these answers are on a modern day version of the magic 8 ball they keep in their customer service department?
Kunkel
Ah but you are making a key mistake in thinking they care about answering the question.
They just want to respond to the query. Success!
Toolfreak
Well, at least they didn’t just say buy our tools and don’t ask any questions about them.
It’s too bad Bosch’s reply was typical non-answer corporate-speak, but maybe all the top people are away for the holidays and you’ll get a better answer sometime next year when they come back.
Jared
That’s embarrassing for Bosch.
When a journalist takes the time to ask for information, that’s the response Bosch gives?
Joe H
If a company can’t tell me something I’d rather they would just say so with at least vague idea as to why while not giving away too much than with a generic non-answer that they think sounds nice. An answer likes that sounds like it was said by a politician and we know everybody loves politicians. As a customer it makes me dislike and distrust them far more when I’m treated like a mindless drone that just likes to hear nice sounding words.
Jerrick
What a disappointing non-answer. I’ve been a long-time owner of Bosch 12v tools. Bosch has repeatedly demonstrated it isn’t committed to the US market. Once my 12v batteries give up the ghost I will transition to another brand, probably Milwaukee.
Mike
I am with you on that.
Mike
Unfortunately when it comes to the north American market for 12v, Bosch seems to have abandoned us.
James T
The builders oriented tool store nearest me took out a whole wall of Bosch 12v to make room for Milwaukee. I asked about it and they said Bosch wasn’t working on the 12v line and they couldn’t sell it if they weren’t coming out with new tools.
Waiting for the brushless flex drills to get here (USA) soured me on Bosch. Then, in the L-Boxx redesign, they designed it so several of the tool inserts wouldn’t fit anymore. The Boxx redesign also made it harder to drop heavy Boxxes onto the cart. With that I was done. I stopped buying 12v tools and started selling my position in the platform.
DAVID
Yet another discussion about Bosch doing something odd / detrimental to their reputation. This type of grumbling can, over time, redefine a brand. Sounds like Bosch may be going in a different direction. What’s next? Touting the “benefits” of bushings over bearings?
Maybe they just intend to follow Skil’s approach to repositioning in the market.
Mike
I think the Bosch marketing people might be on Milwaukee’s payroll….
An Idiot
This is just more of the same: Bosch USA late to the party.
I can’t find it now but a couple of years ago I remember reading some rebranding nonsense about click-n-go (in the UK), which more or less means there’s now 3 distinct ways to buy a tool: in a cardboard box, bare in an L-BOXX, in an L-BOXX with charger and batteries. The idea being, I guess, that industrial users buying in bulk want the cheapest way possible to buy the tool.
Look at this Bosch UK page for the GSR 12V-35 drill, Scope of Supply section:
https://www.bosch-professional.com/gb/en/products/gsr-12v-35-06019H8000
Here’s what that plain boxed version looks like:
https://www.youtube.com/watch?v=f5sCxExcCUA
Y’all are just catching up with the rest of the world, losing out on X-Boxx inserts. Congrats.
I would point out that Bosch USA seem to be catching up. While there’s been a lot of complaining here about tools announced 2 years ago only turning up now, they’re only turning up in the rest of the world too! AND they were revealed at World of Concrete USA. You’re still stuck with the stupid names.
For example the track saw, circ saw, and 18v axial glide saw have only just become available in the UK, and stock has been spotty for the track saw at least. The X-Lock grinders have been available for a while.
BTW, was on the L-BOXX site the other day and noticed they have a new XL-BOXX:
https://l-boxx.com/xl-boxx/
… a new transparent lid option for the normal l-boxx, and the new l-boss micro.
And something you’re probably not going to get, a new digital radio:
https://www.bosch-professional.com/gb/en/community/category/dab-site-radio/390887-t/p6#main
(scroll down).
Stuart
Here’s the thing – you can EASILY buy L-Boxx tool tray inserts in Europe, the UK, and probably other parts of the world as well. But that’s not true here.
res51cue
Hopefully there’s some enterprising marketing student somewhere who can make a case study of Bosch NA’s marketing strategy on what NOT to do. It’s almost insulting to those of us who hold out hope that they actually give a crap about the US market.
I’m a fan of their corded tools (jigsaw and router FTW!), but it’s all Milwaukee for me for cordless– better supported and commitment to the platform.
DAVID
I don’t use a jigsaw much but would likely have a Bosch if I did. My 1617 router has been hanging under a table for about 10 years, and several board-miles of wood, with never a hiccup. Hard not to be a fan of that Bosch motor.
Mopar4wd
To other peoples comments, Bosch seems confused as what to do in the US market. My local Lowes has recently stopped displaying their 12V stuff while making the 18V section bigger, but it seems not many people are buying the 18V. I know a number of DIY and pro that have the Bosch 12V system to compliment their 18-20v stuff (mostly Dewalt and Milwaukee) but I don;t know anyone that uses the 18V stuff. Might be just a local thing but somehow I doubt it.
PTBRULES
I’ve never seen any 18v Bosch tool in the while except for a single 18v Battery and charger we have that came from some tool at least close to a decade ago.
Sami
The only logical way to interpret that reply is the LBoxx trays do not benefit our users. Which could mean no one uses LBoxx trays, or no one use LBoxx.
This could mean Bosch is not really fully committed on the LBoxxes strategy.
The LBoxxes are falling behind compared to other manufacturers. In the beginning it was just storage boxes that stack, but other players have evolved into a storage solution that is compelled users to stick to their storage platform like having boxes that charges batteries, boxes that are radios, boxes that are coolers and lunch pails, boxes that are shop vacs, boxes that are quite compressors, all of them stack and may be used while stacked. The boxes have become more rugged, water resistant etc…while the LBoxx has stay stagnant, and many Bosch own’s tools are not even delivered in LBoxxes, but in Bosch own special boxes, or in Tano’s T-Handle boxes. Very confusing message here.
Jim Felt
Sadly we’ve given away (aka mostly recycled) many of our Bosch inserts as we’ve migrated many, though not yet all, their tools to PackOut.
Frankly we don’t like the less then robust nature of these older Euro-centric stacking boxes. Maybe they’re are kinder and gentler users overseas?
928'er
I have one tool, i.e., a jig saw that was shipped with a L-Boxx tray.
Of course, I have no L-Boxxes, nor, at their price, am I likely to buy one or any. So, the tray is useless to me.
So, my question would be: Why does Bosch ship any tools with a L-Boxx tray?
David Swearingen
Non-answers like that are offensive. I will not buy any more Bosch tools.
TimJ
Some harsh words in here over tools. Our tool choices and features have never been better. We live in very good times.
Love my Bosch tools. They need a better marketing team and an update on their Lboxx strategy. I have lots of Lboxxes. I like them too. Thankfully, Sortimo is behind all if this so their strategy is lasting and not done temporary thing.