Craftsman tends to be a very polarizing brand, and it has been for a few years now. I recently posted about Craftsman’s new V-Series announcement, which followed a sizable reveal on Lowe’s website, and was surprised to see quite a bit of negativity.
I invested very heavily in Craftsman tools back when Sears owned the brand, and before they set down an irreversible downwards spiral. Many of my purchasing decisions were hard to make and I had a limited tool budget that didn’t allow for much regret. I wanted quality tools and great value, and at the time, this is what Craftsman was all about.
Advertisement
But then, Sears stopped caring about customers like myself. Craftsman slowly shifted strategies, cheapening the brand in the process. I gradually lost personal interest in the brand and its tools.
With the brand now under Stanley Black & Decker ownership, I’ve been patiently optimistic. I can’t say I’ve remained steady in this, as I almost gave up hope a couple of times.
The potential has been there, for Craftsman to once again cater to the needs of user like myself. But would they squander that potential?
The first new Craftsman hand tools launched around 3-1/2 years ago. There were some post-Sears Craftsman tools on the market before that, but the big relaunch took place in mid-2018. Craftsman now has a lot of value-priced tools on the shelves at Lowe’s, but these are mainly entry-priced offerings that are nothing like the Craftsman tools I own or would be interested in.
There have been some decent holiday season promos on entry to mid-pricepoint Craftsman tools, but I haven’t been too excited about what I’ve seen so far.
Advertisement
I can count on one hand how many different Craftsman tools or accessories I’ve purchased for personal use over the past few years. I’ve purchased quite a few for ToolGuyd/editorial purposes, but not very many for actual use.
If I parted with my existing Sears-era Craftsman tools, would I replace them with any Craftsman tools today? No. That says something to me, that there’s a giant gap in Craftsman’s offerings today.
At least a limited selection of USA-made Craftsman tools remain on the horizon, and although that eventual launch keeps inching closer, I have not seen or heard anything official about the upcoming tools yet. We’re still waiting to learn more.
And now, we have the Craftsman V-Series.
The new Craftsman V-Series tools are described as a more premium lineup of mechanics tools and general purpose tools aimed at professionals – and other demanding users.
This is GOOD NEWS.
Some of you are pooh-poohing the new lineup, but it’s a good move by Stanley Black Decker, and a good move for us as users.
Many of the new Craftsman V-Series tools give off a Facom-like vibe. This is GOOD NEWS. Facom tools are usually very nicely designed and user-centric. Facom quality tools under Craftsman branding would be great.
What has Craftsman done in the past 3-1/2 years to change things up? Lowe’s revamped their mechanics tools and hand tool sections a couple of years ago, and what exciting new developments have we seen since then? Where’s the innovation? Where’s the uniqueness?
Here’s a look at our Craftsman tool coverage. Not much has captured my attention over the past few years.
With limited sales opportunities outside of Lowe’s, what could we have expected to see?
Now we have V-Series, a line of tools seemingly targeting more demanding and discerning users who don’t shop solely based on price, and nobody wants to give Craftsman a chance?
Isn’t this what we wanted?
I know some of you are going to say that what you really want are USA-made Craftsman tools, and I want that too. Those are still on the way.
Regarding the upcoming USA-made tools, if users want premium USA-made tools at their typical pricing, doesn’t Proto already fill this need? If users want mid-level USA-made tools at mid-level pricing, is that what we’re going to see and get? We don’t know enough about Craftsman’s USA production plans to judge the V-Series tools in any such context.
Back to the big question. What would you do differently?
Would I make any changes to the V-Series launch? Maybe? Some of the prices seem a little high, but let’s see how we feel about this in a month or two. Frankly, I rarely trust fourth quarter introductory pricing.
For the ratchets, I might have went with a different head design, as all of the new ratchets I’ve seen so far seem to have sealed heads. Some users like to be able to repair their ratchets with replacement parts, and others like to be able to open things up to adjust gear lubrication to their content. But, there’s still the potential for this down the road. The current ratchets have fantastic handle designs, I’ll give them that.
Craftsman sent over a small sampling of their new V-Series tools, and so far I’m impressed. The sockets seem superior to my Sears-era Craftsman sets, and there’s a good chance the ratcheting wrenches will quickly earned my favor. I own Facom combination wrenches and Proto ratcheting wrenches, and the new Craftsman design seems to fit right at home with them design-wise.
The launch pricing still seems a little high to me, but quality-wise, this is exactly what we’ve been asking for.
A couple of weeks ago, before we learned about V-Series, these are the types of tools I’d say Craftsman needed to make and offer at affordable pricing. So what I do differently at Craftsman right now? Not a damn thing. They are finally on a track that stops at my station. This isn’t a guarantee they won’t disappoint, but it’s reason to be hopeful and optimistic.
Tom
Too little too late,sorry Craftsman !
Jared
It’s only been 3.5 years under SBD ownership. They also expected to have USA tools by now – there were delays. Does this mean even if they are premium tools, you won’t buy them because they’re branded “Craftsman”?
Garrett
And more to your point Jared, there is also that little COVID delay that the entire friggen planet has been dealing with for almost 2 years now. I bet SBD would have launched it sooner if there were not added delays. I for one will be checking these out for sure. I am and always will be a Craftsman fan.
Stuart
So… what different management decisions would you do – you’d just shrug your shoulders and give up?
What would you do differently right now?
Matt the Hoople
What would I do? Knowing that “tool” people like myself have been turned off by the brand, I would get the US tools up and running. Use similar styling to what folks are used to but maybe update just slightly to improve ergos and aesthetics (I’m looking at you raised panel wrenches).
I would launch it as the mid grade US brand it has always been. I’d put together really comprehensive kit offerings and make sure the pricing is somewhat aggressive to give folks a reason to want to invest in the brand. Yes, maybe sacrifice a bit of margin to gain market share.
Then start innovating new offerings.
Rebuild the reputation and then slowly raise prices to what the market will bear and maximize margins.
Oh….and plaster MADE IN USA all over the packaging, displays, adds, etc.
I don’t know what I would do to get the V series cart back behind the horse at this point.
garbo
You are so right. Would never trust Crafstman brand no matter who oened them. Black & Decker used to make some quality power tools. Still have a B&D Macho 2 hammer drill from 35 years ago. Had it rebuilt by a B&D service center. The scum bags closed all of the service centers.
Jared
I’m excited. I was also very surprised there was so much pessimism about the V-Series tools in the comments.
I’m not likely to buy much entry-level Craftsman tools. If there were a mid-level, I might look at it for something I needed infrequently. But if SBD wants to sell me much Craftsman – it’s gotta be good stuff. The V-Series looks like it MIGHT be. I need to see these tools in person!
Also – that’s an interesting point. What if the V-Series is the premium line and the made-in-USA stuff yet to come is the mid-level line? That seems to be the recipe so many laud about the Craftsman brand of old – yet the expectation seems to be that the USA stuff will be top-tier.
Jared
I was just thinking, the Craftsman connection to USA production is an amazing legacy. Like, didn’t Sears stop making ratchets and sockets in the USA 30 years ago? Yet it seems like the most common complaint with SBD Craftsman is that “if it’s not made in the USA, I’m not going to buy it”.
Jcc
No, that’s what so upsetting. You could still find USA-made Craftsman ratchets and sockets in Sears up to maybe 4-5 years ago. The screwdrivers and the pliers were the last to go Chinese.
Jared
Really? Maybe they had different product lines in the USA. There certainly wasn’t much USA-produced tools in Canada in the years before Sears shut down.
I have a Craftsman socket set from the late 90’s – the ID stamp indicates it was made made in Taiwan by Stanley Tool Company. I have a couple ratchets from earlier – also not made in the USA.
On the other hand, I do have some old acetate screwdrivers with “USA” on the handle – and some later gen Torx screwdrivers made by Western Forge. Pliers too.
None of those tools are real stand-outs though. The Torx drivers are nice, but not much to be said for the rest of it. Lots of great Taiwanese tools on the market these days.
To me, there wasn’t anything special about Craftsman tools for many many years before SBD bought the brand – but I’ve heard there was differences in what was sold in Canada. Maybe that’s why I’m more excited now. 🤷♂️
Stuart
Sears Craftsman started releasing imported hand tools in 2010. I initially saw these as additions to their core lineup, and they were – for a while.
Sears released new USA-made Craftsman tools up to around 2011.
https://14cyiuhvcgv.com/craftsman-premium-ratchet-review/%3C/a%3E%3C/p%3E
Sears cancelled Craftsman Professional and started outsourcing their mainline tools around 2012.
https://14cyiuhvcgv.com/open-letter-to-craftsman-and-sears-why-ax-professional-and-usa-made-tools/%3C/a%3E%3C/p%3E
They continued with more replacements in 2013.
https://14cyiuhvcgv.com/thoughts-about-craftsmans-mechanics-tools-2013/%3C/a%3E%3C/p%3E
Even the pry bars were replaced.
https://14cyiuhvcgv.com/fyi-craftsman-pry-bars-now-made-in-taiwan/%3C/a%3E%3C/p%3E
They continued to do things like this until the very end.
https://14cyiuhvcgv.com/sears-craftsman-sues-western-forge-usa-tool-supplier-also-releases-more-imported-pliers/%3C/a%3E%3C/p%3E
So for a lot of enthusiast users, we watched the systematic destruction of a brand we loved.
Sears went from “all Craftsman sockets and wrenches are proudly made in the USA” in 2008, with most of their other core hand tools also being made in the USA, to practically nothing being made in the USA by 2013.
Sears was also going through big financial troubles. In the middle of all this, they reported $2.4 BILLION in losses for Q4 2011 and $3.1 billion losses for 2011 overall.
Blocky
Stuart, have you done any dives on Bane capital? Around this era is when Bane acquired Sears, liquidated assets and put it under a joint corporate filing w Guitar Center, staples, red lobster — a dozen companies. They pushed these profitable companies into the red and forced them to operate on a debt cycle, releasing ‘triple a-rated’ bonds to cover quarterly operating expenses— basically junk bonds granted the credit rating on brand name alone. Remember when sears was clearancing tools below cost, stacked with the loyalty program and the shelves were emptying out? These bonds are also how the retirement funds of working class America were pilfered.
Stuart
I’m sorry, but it seems you are mistaken.
Bain Capital never acquired Sears. Eddie Lampert’s ESL Investments acquired post-bankruptcy Sears and then formed a new subsidiary to move the assets to.
Bain Capital acquired Apex Tool Group in early 2013 after announcing talks in late 2012. Apex Tool Group was a supplier, and Sears/Craftsman the customer.
I can’t find any link between Red Lobster and Bain Capital.
Guitar Center was acquired by Bain Capital in 2007.
Staples is owned by Sycamore Partners, and although Bain Capital helped with initial backing, I don’t see any current connection.
Blocky
I am mistaken… Using various details, I can’t reconstruct enough to locate what I do clearly remember reading online. Now I’m left wondering if it was elaborate fake news or if I’m having a Bearenstein bears moment. Have we had this conversation before? I apologize.
notinuse
Interesting. I have a set of Craftsman combination wrenches I bought in the ’80s, marked made in Japan.
DRT42
Funny you should mention … I have a Craftsman adjustable wrench marked, “made in Japan”. I likely purchased it in early 90s but perhaps earlier. Not all Craftsman tools were made in USA.
Jared
Thanks for the information JCC and Stuart! I stand corrected – or at least better informed. That sounds quite different from what I observed in Canada – but all our Sears stores closed quite some time ago now.
gak_pdx
Hand tools have become *so* generic. They are all basically the same schlock made in a Chinese factory with some tweaks here and there for the “brand”. I fear Craftsman will be perceived/become just another brand mark on the same cow everyone else sells. If I was smart enough to be a Fortune 500 level C-suite type in charge of Craftsman?
1- Position Craftsman as the accessible+premium brand. Everyone knows SnapOn and the like have Rolex level bullshit markups that are not actually justified by materials or engineering costs. That markup is Craftsman’s margin. Build stuff on-par with the highest end, at 1/3rd the cost. 30% more than Tekton, 300% less than SnapOn.
2- USA Made Everything. Commit to this, and have a target for the full line of tools to be USA made by 2025.
3- Unified Product Lineup. No “V-Line”, no pro tier of tools mixed in with the shit tear of tools that gets schlocked to the big-box stores for the discount aisle. SBD is a massive empire with plenty of “heritage” brands they can stamp on crap tools and sell in a blister pack.
4- Put the engineers on social media and park their offices right next to the marketing people. Make the tool designers accessible on twitter/reddit/insta, having conversations with customers. Do factory tours. Talk about the nitty gritty in the design/manufacturing. Make it clear real people are involved in designing and building these tools. Most of these brands are button-down corporate bozos who only talk to the influencer set; change that.
Joe E.
THIS!!!!!!!!!!!! 110%!!!!!!
Jared
Lucky for you guys, SBD has already done it: Proto.
😄Alright, alright. I’m being a little facetious – but I think it makes a worthy target for comparison.
1. It’s more accessible than the truck brands (admittedly though, no so accessible as to be available at big box stores). The prices are higher than Tekton, way lower than Snap-on.
2. Proto doesn’t make everything in the USA – but they do make a lot. Some of it is because they cross-brand – e.g. there are Facom and Grip-on locking pliers bearing Proto branding. It’s all good stuff though, no junk.
3. Unified product line -up: You bet. There’s just Proto. They have separate brands like “Blackhawk” where they tier off.
4. Alright, this category is a bust. I don’t hear much of anything from Proto.
If Proto doesn’t do it for you – try Williams. They have two lines: USA only and Taiwan. Both are very good tools, but you can stick with just the USA stuff if that floats your boat.
Williams tends to be a bit cheaper than Proto. It is also easy to find.
gak_pdx
So, I’m a big fan of Proto!
As a machinist, I can’t stand junky hand tools, and Proto fits the bill of being very high quality for significantly less than SnapOn. (though, a buddy of mine has a spotlessly clean 5 axis shop, and only uses SnapOn’s black aircraft tools, and I’m pretty jealous).
Having said that, Proto is an industrial brand that does zero real marketing or story or innovative design. They are no-nonsense quality for the MRO market. Obviously, that is going to have a lot of overlap with what I am pushing for Craftsman here, but since when has that ever stopped SBD?
Craftsman would differentiate themselves from Proto in a few ways:
1- Price. Again, Proto’s margins have plenty of room for Craftsman to come in at a high volume and do just fine with the same engineering/materials quality.
2- Market. Of course, Craftsman will be in Lowes, and some online stores. Proto is in all the industrial outfits.
3- Marketing. Craftsman does it. Proto does not.
4- Design. I think Craftsman needs to bring in some industrial designers and give their tools a sexy, mid-century aerospace look that harkens back to a time when Craftsman was king. Swoopy and curved forgings, a really unified design language that makes Craftsman totally recognizable compared to every other damn ratchet and wrench set out there.
fred
I have quite a number of old Proto 6Pt combination wrenches. They date back to the same vintage as my Proto 6540 distributor wrench :
https://www.ebay.com/p/1529713813
I don’t know what the current crop look like – but with mine there is no slop in fitting nuts and bolts.
Kenneth Stephens
Anyone can call a tool truck and come out their route and hop on whenever they want. Accessibility is there. I know because before I worked at the dealership I do now, I did that. Also grip on pliers suck. Snapon used to rebrand the grip on pliers. Most snapon dealers I know only stock Williams and blue point locking pliers because of the horrible quality of the rebranded grip on pliers. They are the one snapon tool that everyone laughs at.
Dominic S
Exactly – Right now they’re no different than the 4,000 offshore brands you can get anywhere, any time. Why would I pick up a foreign-made craftsman wrench over a Kobalt, Husky, or harbor freight brand?
I’d suggest they need to commit to USA-made hand tools and figure out how to price them appropriately. There’s got to be a market out there, and money to be made.
fred
I might be wrong is assuming that SBD did not get to their preminent position in the tool worls by being stupid about all things. Sure they might be guilty of missteps but overall they seem to move forward in the face of stiff competition.
I read lots of comments from your readers about not wanting to buy any more Craftsman until they are back to USA-Made. But that may be only a niche market for tool aficionados and folks who care more about USA jobs than price. There seems to be significant evidence that price is winning out (or already has) when it comes to so much of the consumer goods market. In managing the Craftsman brand (as you say – once known for good quality at a fair price) that still has to be a consideration. For better or worse – the typical Lowes Shopper will now make up a big segment of the prospective Craftsman buyers. My take is that this demographic is not seeking superlatives – like superb plating, great fitment, high strength to weight ratios etc. So SBD is likely taking more cues from Lowes corporate tool buyers than anything they might read here on Toolguyd. To be hopeful, perhaps a Lowes display might entice some buyers to help the brand move up – if they had a Good/Better/Best side-by-side- but who knows. The mechanics tools market is very different from when the Sears basement was the go to place for many homeowners and DIY mechanics to shop – and the competition was high-priced hardware stores, auto parts stores, industrial suppliers who eschewed dealing with the consumer and home centers that mostly got wiped out when Home Depot arrived.
TonyT
But the V-line isn’t about price.
My $0.02:
– Craftsman should be a value brand (good quality at a reasonable price, like Bondhus)
– But the V-line is priced like a premium brand (like Wera)
fred
I think Lowe’s tries to do that with their Kobalt mechanics tools. So if SBD wants to remain relevant in the Lowe’s shoppers arena – I think they need to make Craftsman higher quality at a competitive price – and maybe their “V” line as a “best quality” brand without over-paying.
BTW – on one of my sojourns to Germany – I brought back a Wera socket set for a son-in-law. I had tried to steer him to Stahlwille based on what some of my old colleagues in Germany were recommending. When I presented it there were lots of praise – but I think that has faded a bit as some of the plastic bits have not held up as well as hoped.
TonyT
I’ve been happy with all my Wera stuff, but it’s mostly screw drivers, bits, and such. My sockets are actually mostly older USA made Craftsman from the late ’90s. My hex keys are mostly Bondhus (L, some screwdriver) with a few Wera & Wiha hex screwdrivers.
I was actually thinking about the V-line screwdriver and hex key pricing – IMHO interesting but priced way too high. It seems like they are aimed at professional mechanics, like pricing like a brand with a great track record, but the V-line has none. If you want to get noticed, start out by being a good value. Heck, even BMW did that when they first came to the USA.
Jared
I would communicate better.
That’s the thing that stands out to me with SBD at the helm of the USS Craftsman – they’re silent until something appears on the shelves.
For good or bad, the Craftsman brand attracts attention – yet there’s hardly ever any news about what’s happening. We have to investigate investor materials, news reports, internet rumors, job postings, etc, to try and take educated guesses about what’s going on.
At this point we know USA production was slowed down by Covid – but I’m not sure when it will actually appear. I think this might be why so many are quick to dump on the brand – they had hope, but became frustrated when nothing materialized. It seems like SBD could manage this by announcing the news themselves and putting a positive marketing spin on it.
Albert
Those coarse-finish wrenches are not competitive nowadays regardless of where they are made. Even cheap Harbor Freight wrenches are fully polished. I wonder if Craftsman will bring back their black-handled pliers with loose joints and jaws that don’t close evenly.
Ball_bearing
I am not that into mirror polished wrenches. They can be slippery making it hard to work with them in some situations. If I had the knowledge, I would knurl the shaft/beam of my wrenches, or dip them in plastisol. The mirror polished ones do offer the advantage of being easy to clean.
Chris
If I were craftsman, I probably would have kept the craftsman Pro tools and kept them made in the US. With either proto, Wright or SK making the tools. (I know SK made the CM pro screwdrivers at one point)
Stuart
Sears discontinued Craftsman Pro.
This V-Series seems to be intended to be Stanley Black & Decker’s version of Craftsman Pro.
Jared
I don’t think SBD would ever farm out the tool manufacturing. They’re fully capable of doing it themselves.
Plain grainy
You mentioned Craftsman back in their good times. Then said their rapid demise was caused by not caring about the customer. My opinion is they ended up with a lot of competition, something that wasn’t there back in their dominant period. The field is really wide now, with Milwaukee, Dewalt(their own Stanley), Gearwrench (Sears used to carry Gearwrench at one time). I don’t see Craftsman dominating with so much competition. Unless they develop some unique niche tools & products. Which Woodpeckers sort of does now. To make things better I would probably dedicate substantial funds to R & D. And do intense research on the tool market as a whole . Then try to find your niche areas where your highest profits could be, and target those heavily.
Albert
I like to think that competition forces everyone to improve, but some just can’t keep up (not just Craftsman, but Hitachi, Porter Cable and few others).
Also, when R&D produces a winner, it doesn’t take much for a competitor to make a similar product, just different enough to avoid violating a patent, possibly not as good, but definitely cheaper because there’s no R&D to recoup.
Plain grainy
Some of the companies that I mentioned above can tell you all about cloned tools. Government regulations are another hurdle for companies. Too much regulation in some areas, and too little in others.
Joe E.
SB&D/Craftsman needs to make good quality, home owner grade tools in the USA at an affordable price that we can see, touch, smell and even taste it that’s what you’re into… then put them in Lowe’s so people like me can just walk in and buy it up!
After Sears began offshoring Craftsman 10-11 years ago, I more or less stopped buying new tools at retail. Channellock for the most part is the only brand I have purchased in that time simply because their pliers are good quality, readily available at many retail locations and MADE IN THE UNITED STATES OF AMERICA.
For decades the Craftsman brand was synonymous with quality and being USA made. I don’t understand why that’s so hard for SB&D to understand. Even if or when the USA mechanics tools come out of Texas, what about their current screwdrivers, pliers, hammer, etc..? More Chinese junk.
The days of Sears are long gone, I get that. But the Craftsman name deserves better than what’s currently on the shelves. It’s a sad time when Harbor Freights numerous brands are better quality and more appealing. I grew up shopping at Sears with my dad in the 80’s and 90’s. I have fond memories of those weekend trips to the local mall. Do you know where he shops for tools now? Harbor Freight. He thinks Craftsman is a joke. I have to agree.
As for their PR department… it sucks. Other tool brands use social media to their advantage and display better communication skills with their customers. Craftsman’s is among the worst out there and it shows.
MM
I think they understand it perfectly, but the hard reality is
1) It’s very difficult to make a tool that’s simultaneously good quality, made in the USA, and competitively priced. I recall a sign at a machine shop I once worked at:
“We sell good parts, fast parts, and cheap parts. Pick two.” I don’t think the tool industry is too far off that.
2) As much as many of us on this board care about tools being made in the USA the sad fact is that the average consumer simply doesn’t care. I think SBD knows very well that there will be grumbling about the tools not being made in the USA from some group of people, but we are in the minority.
Hamish from NZ
As an observer from afar, it is interesting to see the “Made in the USA” requirement that many readers state is a condition of tool purchase, but often without an explanation of the primary reason for this requirement . Is it quality, or support for local business? Or perhaps an anti ‘other than the USA’ sentiment?
I live in New Zealand, where industrial manufacture of many items has long disappeared. Accordingly, we rely on imports by local distributors & merchants, mainly sourced in Asia. We’re at the end of a long distribution line, with a relatively small market (population just 5 million) and we’re subject to large mark ups (e.g. my DeWalt DW745 costs about double the US price), but something we do have is excellent consumer protection laws, which the USA appears to lack.
I’ve seen many stories on this site addressing product failures outside the warranty period meaning that there was no come-back on the retailer or manufacturer, and also retailers pushing the consumer off to deal with the manufacturer. This is not how NZ works; our retailers must stand behind the product for its expected life (making extended warranties unnecessary), and our Consumers Institute publishes these for all to know what they can expect. As an example of this, dishwashers have an expected life of 12-15 years and I’ve had one replaced by a new model when the motherboard failed after 8 years.
The result of this empowering legislation is that retailers invest in quality appropriate to the cost because they’ll be stuck with repairing or replacing poorly made products (yes, there’ll always be a trade off with cost v quality and failure rates). And as someone said on this site once, the manufacturers in China etc. are making tools to the standard the distributor specifies, so if they’re rubbish quality, it is because the local retailer wants a profit without caring about the quality of what they’re selling.
So coming back to my first questions: what drives the ‘only when it’s made in the USA’ for the readers?
P.S. I love this site and it is my daily dose of pleasure, albeit seeing all the tools available that I can’t access, at prices I can only dream about, is a daily 🙁
Keep up the great work and I appreciate all the readers comments.
Stuart
That’s a great question, and one that’s going to be difficult to answer.
For me, country of origin can factor into my purchasing decision, but it’s not always a deciding one, and it will be different for every purchase.
My reasons have also changed over the years, but that’s a longer story.
I believe that there is the general perception that western-made products are superior to eastern-made products. Is this a fair generalization? No. This could be true for some products, but not for others. Part of the reason for this perception is because a lot of companies outsource production to reduce costs. A lot of consumers shop according to price, and so brands outsource so that they can sell cheaper products. Perhaps there are other reasons, but this seems to be the predominant reason. Companies generally move production outside the USA to save money. Sometimes, the outsourced product is lesser in comparison to the domestically-made product it replaces on the market.
Long-established brands generally tend to produce solutions-based products. Many that outsource also produce solutions-based products, but many also produce products that are more based on price point. Because of this, you might have a name brand domestic or western-made product where they won’t compromise on features or functions to lower the price, and also imported products designed and engineered with compromises specifically to be cheaper.
Because of this, there can be a quality imbalance. Let’s say you have a $25 USA-made hammer vs. $15 imported hammer. Depending on the brand, the $25 USA-made hammer is going to be of much greater quality than the significantly less expensive imported hammer.
When there are very many instances where a quality imbalance is observed, such a pattern can lead to generalizations. Combine that with the internet and word of mouth, and the origin of such sentiments can get lost and it becomes a blanket statement.
A lot of “only if made in USA” customers might change their tune for renown European brands, such as Knipex.
Craftsman is a completely separate consideration.
A little more than a decade ago, Sears started introducing imported Craftsman tools to complement their USA-made tools. Then, they started discontinuing their more premium USA-made Craftsman Professional hand tools. Then, they started replacing most of their USA-made hand tools with cheapened imported versions. Those imported Craftsman tools were considered to be vastly inferior. The wrenches, for examples, took on the moniker “lobster claw wrenches.” Presumably, a greater amount of lower-strength steel was needed to provide the new imported wrenches with comparable application strength, leading to exaggerated proportions.
Different moves like this led to a pattern where USA-made Craftsman tools were perceived to be vastly superior to the imported versions that replaced them. This has been true in the past for other brands as well, on a case by case basis, but with Craftsman it seemed to be a systematic pattern where tools that were often considered to be good or even great were replaced with cheapened copies.
All of this tends to lead to a USA tools are better sentiment.
On top of tall that, we don’t have as much exposure to international brands as we could, leading to tunnel vision at times, but social media and – hopefully you’ll agree – ToolGuyd have changed this a little bit (or at least I’ve tried to).
Kjolivier
Honestly, if craftsman made their 1/4 3/8 1/2 three drawer mechanics set in usa I’d drop 500 on it today. Instead I’ll likely buy the milwaukee packout 1/4 and 3/8 made in taiwan and hope they make a 1/2 packout and wrenches.
Peter Coffin
Given the reliability, or lack thereof, of Fisher & Paykel dishwashers; I can understand why NZ needs and has great consumer protection.
Ray
Part of the reason I consider country of origin is to encourage fair (or at least safer) working conditions. The USA, Germany, and other first-world countries have labor laws and typically try to enforce them.
Kentucky fan
You ever think that consumer “protection” law might factor majorly into the massive price markup as well?
Colomoose
For me a country that outsources ends up being at the wim of those that provide the product later. Every piece of manufacturing, technology, etc we give up, allows another country to use it as a lever against our morals and way of life later. So when I buy stuff I like to buy our country first, close allies second and world crack cocaine dealers last. Actually like stuff from Tawain and do buy it. The problem is it will be controlled by others soon along with our supply of chips, tools, etc. At that point I bet our lifetime tool warranties will be out the window depending on how it all goes down. NZ laws might give you shelter to some of it but doubt it. They don’t play fair and don’t care.
Nathan
First off I wouldn’t have bought the craftsman name anyway it was tainted from the start. most of us under 50 don’t but much credence into it anymore. Yes My Uncle has some quality craftsman tools – so does my dad. ON the farm you would find alot of craftsman stuff – because it was mail ordered most likely.
I wouldn’t have put the name on a bunch of price pointed tool junk that was sold to be equal to Lowes Kobalt on the shelf made in china. And then in the same year try to start talking about how I was making USA made hand tools. OK so I’m willing to give them another year or 18 months give the nonsense.
Now it might be worth I don’t know putting out some announcements that say – gee ya’ll sorry for the delays this is what we have in mind . . . . . .
I wouldn’t have brought out a 60V tool set only to discontinue it while also selling the same OPE tools under the cub cadet name. I would however highlight how the cordless and corded power tools are derated, lower price dewalt stuff. I would highlight that. and I might consider making the batteries common like I did with my pro mechanics tools called MAC.
I would also try to show more and more of that tie to my other pro tools.
One thing – this FACOM connection would be nice if they were actual FACOM tools rebranded – and in a few cases that might be. Just like if the V series ratchet was FACOM or MAC ratchet in design idea. I like that they at least tried this – but then priced the tools as much as they are. Had I not bought the craftsman name I would have just had FACOM stuff over here.
also there wouldn’t be any DEWALT hand tools – which I’ve noticed has replaced STANLEY in my local hardware store. Why I don’t know.
Likewise everytime I see this V- series stuff I see HF Icon. sure the colors might be a coincidence – and I’d blame HF for that. But they sure look alot at like, they are both made in Taiwan, and the prices seem to be about the same.
I like that the cordless stuff is in family with Dewalt and the like even though the mucked up the batteries. And it’s Porter Cable recolored. Like most of this entire setup – it’s half way right. In my opinion.
JD
I offer a website for direct tool purchases and warranty exchange. Mimic Tekton and Gearwrench. Simple return process, no proof of purchase necessary on most tools, just send them a photo of the broken tool.
I’m not even as upset about the manufacturing not being brought back to the US. It will be great if they can do it, but the appeal of Craftsman was always descent tools at decent prices. So far the V series tools are too expensive for the traditional Craftsman niche.
In my recent warranty experiences, Ace handled a broken craftsman ratchet replacement very easily. Lowes didn’t have a clue and told me to call Craftsman direct. Which led me to take it to Ace.
I feel like Tekton or even Harbor Freight have taken over the craftsman niche. SBD has the resources to do anything they want. They need to make customer service and Craftsman synonymous again.
MM
That’s my opinion as well. As you said, the appeal was always decent tools at decent prices. And to add, a standout warranty. That was an important niche back in their day, since the competion tended towards cheap garbage on the low end, or professional tools at the high end which were too expensive for the average Joe.
The problem is that niche is gone. Today nearly everyone has a similar warranty. And there are a pile of brands that offer a solid tool at a reasonable price. Craftsman was rather unique back in the 90’s and before. But since then they’ve been lost in a sea of other competition. They don’t stand out anymore. In order to succeed they need to do something to stand out again.
I also think they need to do something to build back customer goodwill. I bought quite a few Craftsman Professional tools in the past, with one of the major reasons being the warranty. I haven’t broken any yet, but if and when I do….then what? They don’t make Craftsman Professional anymore, nor are there even remote equivalents for some of the tools in their current catalog. I’m not eager to get burned like that again and I suspect there are other customers in the same boat as me.
IronWood
I think this is a really important point to understanding why so many of us have such strongly negative feelings toward Craftsman. When I spent my good money on Craftsman tools as a young man their warranty was as good as Snap-On’s for a quarter the price. The tools were good value and I could always count on replacing them if needed. Then everything went to crap and suddenly that warranty was worthless, because my “replacement” would be Chinese junk. It’s as if the tool truck suddenly started “honoring” their warranty with no-name tools. I felt cheated and that’s tough to forget. Now, I know that SBD didn’t do that to me, but once a brand loses trust it’s tough to recover. It’s like Chevy vs Ford, get burned by a lemon of whichever brand and it sticks with you a long time.
Now, fast forward and, as MM nicely explains, there’s more mid-level tool brands to choose from. They’re mostly all imported anyway, so how does Craftsman stand out? The top-tier tool trucks are still there, Harbor Freight has a good warranty at lower cost, and the Taiwanese and Euro brands have filled in the middle. Kind of hard to see what SBD got out of the deal, actually.
John H
I started buying Craftsman Tools in the 1973 when I worked at Sears. I was in high school, so funds were limited. Their products were always a good value until several years ago. Many are still available on EBay, but at inflated prices for the made in USA items.
The greed of private equity! All of this did not have to happen. Someone (Eddie Lampert) thought he could make money by cutting corners and he destroyed the whole company. Shame on him.
Raycr
There was talk that Sears real estate was worth more than the yearly Sears sales until the mall property value crash.
If he continue to make the tools in Taiwan he would have kept the same level of metallurgy as American made Craftsman but thought he could,get away with the mainland low quality stuff.
#
JeffD
I was so miffed when Crapsman took the dive off the Chinese cliff that I divested ALL of my Crapsman tools.
Now I am heavily invested in Japanese, German, Swiss, and English tools.
I will not be burned again.
Wayne R.
What made Craftsman, to me (back in the day), was ease of getting what I needed, and the assurance of easy replacements if needed. In my view, Tekton seems to have embraced that pair of goals in the Internet age.
That would be a golden ticket that should get high regards again, I think.
Today’s supply chain BS should rein in some of the rampant off-shoring. I’m okay with reliable first-world sources, US or not, really – but given the choice…
Fish_Stick
Being a Craftsman kid and mostly having USA made tools from them here’s what I see should have been done.
After purchase – absolutely no new tools being made offshore. Get rid of everything in stores and use it for temporary warranty claims at the stores. Work on announcements from the PR side that you’re bringing Craftsman back home. Delay the launch until this can be done. You’ll take a hit but make sure to say something that you’re turning a leaf etc etc, if you bought a made in China tool we’re not leaving you out in the cold. Craftsman stands behind our products, it breaks and you’ll have a proper made in USA replacement as soon as production can begin.
Internal – competition is stiff in this sector, what is going to make us stand out again? What is social media etc wanting from the brand again? Looks like pricing and USA made are the biggest issues. Still no tools currently because of shutdowns etc, that’s fine – work on internals with your stores on warranty exchange etc to make this a seamless launch. Dedicate the space, train the employees so they know what the products are and do. Customer walks into the store needing a wrench for a car and instead of just they’re over here, having a dedicated and trained Craftsman tool tech walk them though the multiple options with a little backstory on what they need it for. Oh have you seen these flex head ratchet action wrenches? Makes it a lot easier in tight quarters etc etc. Did I mention every Craftsman tool is USA made with a lifetime warranty?
Tool launch – USA factories are producing now and the launch with much media (social, instore, whatever you can get- even newspaper ads and the regular Lowe’s and Ace circulars). Have some promo sets (equal quality not the garbage blister pack stuff) that have some basics that you won’t lose a ton of money on but enough to get people taking notice again.
The problem with Craftsman is back when it was good, you never had to worry about buying a tool and getting a lemon. You knew it was going to work and if you had issues, you took it back. Currently and for the past decade or two there’s nothing separating them from the countless other brands – HF included. They’re all made overseas and have a “lifetime” warranty – whether that’s your lifetime or when the tool breaks is up for debate. Run ads or something with this as a theme, remember when you didn’t have to worry about quality because we cared or something like that. PR folks exist for this part.
Biggest part – stick with it. Don’t start farming off the product thinking no one will notice. They did and that’s why the brand collapsed. HF is higher on my list right now than the current Craftsman offerings. You bought the brand for a reason – if you can’t stick to the original origin why did you even bother paying for it? Surely they can’t have that many product patents that no one else has – especially considering the sheer number of SBD tool lines. Also get rid of the raised panel 36 tooth ratchets or whatever the count is for those. Literally everyone has at least 60-72 now.
Steven
Agreed!!! USA! All or nothing
JoeM
I’m just going to straight up answer the question posed in the article title: What would you do differently?
Easy… Pull out of Power Tools (Let Porter cable have them instead) focus on the Garage Storage and Hand Tools of the Bob Villa days, Break the Exclusivity to Lowes, Agregate the best-of-the-best SBD brand designs, brand them Craftsman, and start opening up Factories for the tools across North America using as Green a footprint as possible, lowering the supply chain costs between raw resources for the tools and putting them out to the planet.
Then… Restore the V-Series as exclusively Trades and Automotive Power Tools, both Cordless and Air. Again, repeat process from above line from Craftsman.
Restore Craftsman Pro name with massive investment tools and construction series power tools. Tool Chests that are sold with the tools in them, such as full socket and wrench systems, bits and fastener/cleanup storage. Power tools using the highest end specialty tools for construction and renovation projects, and OPE tools. Darken the red of this particular Craftsman lineup to near-blood-red to make them subliminally imposing compared to the regular Craftsman Red of the other two lines. Of course, not to conflict with Milwaukee or Hilti Reds, it will be a darker Red for the Pro line. Also: Restore 50’s-70’s style retro storage solutions for this line. Remind people of a Heritage of quality they aspire to.
New Line: Craftsman Heritage. Only sold direct from Craftsman, you set up a payment plan, you customize your entire workspace, or even just a cabinet, with exactly the tools you want, in their own custom foam, rubber, and other fitted storage solutions. Quality level or expense can be lined up by taking the same edition of a tool from various SBD brands, and branding them all Craftsman, but putting the price point at or near their copied brand. Facom, Proto, Stanley, DeWALT, ETC. and their entire kit is essentially custom built from the ground up, sent out and delivered by Craftsman delivery by hand. Miss payments? Something goes wrong? Lifetime warranty service like the old days, the truck will return and take it away until you can solve stuff.
See if Bob Villa is still alive, and willing to return as Spokesman… If not… Find a new face of the brand that is highly sought after on YouTube for exactly this kind of product. In fact, find several, from several diverse groups who are well known.
Sean
One of the advantages of the old Sears Craftsman was their volume sales.
I would start off by making hardline USA made tools to include: sockets chrome, impact sockets in 1/4, 3/8, and 1/2; basic screwdrivers; basic pliers.
I would focus on making my hardline tools in the USA and supplement the other tools in the line with high quality Taiwanese offers at a great price.
I would play around with the Taiwanese line while focusing on volume sales of the USA hardline tools.
Many others here have mentioned the important of customer service. Tekton has made its name in this arena. I would agree with others that SBD should copy Tekton’s customer service model.
Bryan
Craftsman has been dead to me for over a decade.
John Leanza
Bought my 1st craftsman tool set at my local Sears store when I bought my 67 Mustang. The kit cost me around $35.00. Still have most of the tools. Great set and lifetime warranty hope to pass them down to my grandson.
X Lu
Just another dead brand walking. Nostalgia value only. Time passes, generations change. Sony was once THE electronics brand. But years of ego and failed products and Apple dethroned them. Craftsman is really little more than a Lowe’s store brand (yeah you can buy them elsewhere but that’s not why it exists) with a tick better quality than Husky in some cases. Its allure was high quality readily available only at Sears who stood behind the warranty AND it was the only tool brand the world’s biggest retailer sold. Those days are long gone.
Stuart the only value in a brand is if it stands for something. Craftsman stands for nothing-exactly like Husky or Kobalt. There is no good news. Just another stream of Chinese manufactured products of ill defined and varying quality. The best thing they can do is stop pretending this is Craftsman. Everyone knows it isn’t and never will be because the retailer that sourced and stood behind what made Craftsman, Craftsman, is long dead.
Red and black for some stores; yellow and black for others-a retail channel play and little else.
Stuart
You might not be aware, but it is widely reported that Apple uses Sony camera sensors (at the least) in their iPhones.
Sony’s mirrorless cameras have been extremely popular in the photo and video world, and they remain a leader in the TV market. Sony is also just one of 3 major console makers, with their PlayStation.
So while Sony exited some markets (such as Vaio computers), they’ve excelled in others.
Moving on from the digression, so are you saying that Craftsman and SBD should simply shrug their shoulders and give up?
Forget nostalgia, forget Sears. At the core of everything is one simple question. Do these tools fill a need? In my opinion, the answer is yes.
What if Milwaukee Tool never entered the hand tool market? How many people here have a FastBack utility knife, or any other of their popular hand tools? It’s far too soon to know whether this will be a failed experiment or a pivotal moment for the new Craftsman brand, but I’d rather they try than to shrug their shoulders and say “meh, let’s not bother.”
X Lu
I don’t think I pronounced Sony dead just they are no longer THE electronics brand. Everywhere Apple has chosen to compete Sony has left with their tail between their legs-phones, mp3 and computers. Sont lost their edge. Oh and the lenses and core camera tech are Minolta and Konica dna which they bought. Sony’s failures are deep, wide and well documented but they have great engineers nonetheless.
What I am saying is that merely slapping Craftsman labels on SBD products and using red plastic doesn’t make a new product or innovation. And when that is all they are, they shouldn’t be treated as Craftsman products but rebranded/repackaged SBD. In the case of this product, I’m not sure what there is to get excited about-another overpriced at list price soon to be on sale sub-brand that will last 12 months at Lowe’s. Perhaps it will set the tool world’s heart a flutter.
The problem is the brand has been gravely wounded and stands for nothing. No Craftsman has a better and best. Good up to the plate in 3-2-1. Make your brand stand for something.
sean Ironworker
your cash your hands craftsman tools are the best for the money still two this day how it feels in your hands is what matters keep going two harbor fright you can smell the shipping containor all that junk came from
Harry
First off, No Craftsman branded tool shall be made in India. Leave that for Harbor Freight.
Second, Communicate better. you have all of these people wanting made in the USA Craftsman. Tell them what US made tools they’ll see and when they’ll be able to buy them. even if it’s bad news, tell them the truth just to get them to quit whining.
third: fire the idiot that thinks a less than two inch comfort grip section (it’s too short to be considered an actual handle) is a good idea on a 9 inch 1/4 drive flex head V Series ratchet. Make all of the V Series ratchets serviceable, as in you can take the heads apart.
Next, I’m seeing too many V series wrench sets that skip 15 & 18 mm sizes. This is no good. You need to make at a minimum 10-19mm without skipping. People work on more than Japanese made cars.
Lastly, Lowes and Ace Hardware might not be the best sales point. Perhaps you need to establish Craftsman.com as a point of purchase site.
Good luck,
Wayne R.
I agree with the idea of a bulletproof, no-BS web presence. It’d be the replacement for the Sears store in the olden days.
Cc
SBD reminds me of GM in the 70’s and 80’s. It appears to be a situation where product designers are free to raid each other’s parts bins, and brand managers try to slit each other’s throats. One of their reps recently acknowledged to me that they are quietly killing the Blackhawk brand to make market room for Craftsman. I got my first Blackhawk usa made tools when they were positioned as the “bluepoint” on the Mac truck. But then they were replaced there by Expert. I have old french made Facom wrenches which are stunning, but the 440’s are available as USAG, Facom, or Mac, all Taiwan. My favorite ratchets are the 72 tooth Blackhawk, ironically taiwanese, but really amazing pieces. They’re made by an independent subcontractor. I have the same ratchets branded as Blackhawk, Great neck, TONE (Japanese), and most recently Power built, lol. Putting them all side by side and swapping the guts confirms they all came off the same dies. What the iconic brands once represented was consistency, a good design, available for “a lifetime” under the same name. Now I find myself trying to find out what brand is buying from my favorite ghost factory.
IronWood
What do I do as Craftsman’s new boss?
1. Make sure the warranty is bulletproof again and that any distributor is on board with honoring it.
2. Ditch the cordless power tools and push other more appropriate SBD brands in their place. Even in Craftsman’s good old days most of their power tools were not great. If they insist on having Craftsman cordless they should use DeWalt batteries.
3. Figure out Craftsman’s desired identity within the SBD brand universe. Focus on that and make it clear to consumers.
4. Rebuild excitement around, and trust in, the Craftsman name. Communicate what is available and what is upcoming. Be responsive to feedback and criticism. Understand the name has an uphill struggle for a while.
I think best case Craftsman becomes to SBD what Williams is to Snap-On. Craftsman is already more familiar (both good and bad) than Williams and if they could expand their distribution (NOT just Lowes) and build out a usable online storefront they would be in a good position. What’s more, there’s a good model with Williams for a quality import line alongside a more premium USA line. One complaint I have with Williams is that it’s not always clear online what line is being sold. Craftsman could build up their new V series as a quality, top value, import line and then roll out their US produced line as “Craftsman” or “Craftsman Pro” or whatever.
I see SBD’s stable of brands as having a solid place for Craftsman with a clearer identity as high quality, high value, great service. But I’m afraid they’re just going to continue to be the hand tool version of Black&Decker.
Tim
We Americans cry quality but refuse to pay for quality McDonald’s pay $20 an hour here in CA starting how much would a union factory worker would want an hour compared to a Chinese factory worker do the math research and compare.. Just my two cents
Ashnwrfre
I’ve had a craftsman tool set since I started aviation mechanic school in 2008. I still have it and it still gets the job done. For power tools, I’ve gone with Milwaukee. Recently I’ve been working on an engine change crew and I’ve needed deep 12 point sae sockets, and at first I was looking for Milwaukee to provide, but 12 point doesn’t exist there, so I ordered the Craftsman set. Even when I look to get away from Craftsman, they pull me back. And that’s fine, so long as I can get the job done.
JDubNC
I’ve got full sets of raised panel Craftsman USA wrenches & sockets from early 80’s. I keep them in my overflow drawers. Also keep my 70’s vintage Snap-on SAE wrenches & sockets in overflow. I think bang for the buck, my current setup is perfect: Wright 6 point impacts (3/8 & 1/2), Gear-wrench 6 point chrome (full 1/4-1/2 no skips), Carlyle 90T cushion grip ratchets (same as Gear-wrench 90T), Milwaukee combo & ratcheting wrenches.
I wouldn’t waste my time with Craftsman, if I was starting out, I’d buy the Gear-wrench 80966 6-point mechanics tool set & a US General 44” bottom box and build around that.
Joe E.
Someone in the comments above mentioned Craftsman as a “wounded brand”. I don’t know why, but that made me laugh. Sears wounded the brand and Stanley Black & Decker came up from behind and poured salt into the wound.
When I shop at Lowe’s and walk past the tool department, all I see is a sea of this childish red color. Everything from the ratchets, screwdrivers and pliers screams CHEAP. As for Craftsman, about the only thing they have good going for them right now are their Taiwanese made socket sets… but the packaging is boring. It seriously looks just like everything else in the store… RED, RED, RED… it’s disgusting.
Now, imagine walking into Lowe’s and seeing a tool set with half of the packaging covered in red, the other half in an American flag. I don’t know about you, but that sure as hell would grab my attention.
joseph
To me Craftsman built it’s reputation on being good tools for the everyman that were affordable without sacrificing overall quality. Having a new premium version of their tools with a higher price tag just doesn’t jive for me. The question I ask myself is why would I buy Craftsman over any other brand at the same price point or quality? One of those has to be better than comparable brands.
Stacey Jones
I finally got my VIM RFB400K bit ratchet from Walmart.com, they were delivering for someone else. Beach Audio, I think. Anyway, it cost me $38 and VIM is made in Taiwan, I believe. So, I was thinking…Why doesn’t Craftsman make one of these and sell it for like $20 at Lowes? Surely it could be sold at that price for a profit, and obviously made in Taiwan. If I could get this at Lowes or HD at that price, I’d buy 3-4. This is what Craftsman should be doing…
Andrew
Hand tools have to be USA to win back a following. Most people get their drills being made in china. However, they NEED to have consistent offerings in store. I bought a mechanics tools kit from Lowes, all China, and honestly good tools. The ratchets are slim head, which they used to have in store, now they are gone. These ratchets frankly are just a lot better than what is currently offered so if one breaks and I need to replace I will have to with an inferior product. The wrenches I see change every few months in store causing the same problems.
Matt J.
Have the same issue with my old Danaher-made Kobalt stuff. Warranty is basically pointless since any replacement is incredibly inferior.
OldDominionDIYer
I will never buy into Craftsman again.
I might, in a pinch with no other choice, buy a tool that a need but I really doubt it. I have a lot of Craftsman “Professional” series Made in the USA tools from a few decades ago, they cannot be replaced as they make no equivalent today.
They (SB&D) needed to introduce Made in the USA high quality hand tools but instead they went cheap junk and I believe many consumers looked at their initial offering and decided to go elsewhere. Their decision to rush out anything with the Craftsman name on it has hurt them.
Ty B
If I wasn’t turned off by the Craftsman name at this point…I would definitely be turned off by the v-series branding, especially after my experiences with their V-60 outdoor cordless tool lineup.
Matt J.
FWIW-the V-series branding is a callback to the old “V” maker-mark stamped ratchets and wrenches from the “golden age” Craftsman that have found a lot of collectibility in recent years. That said, probably a disservice for different reasons since those were USA-made…
More info/history here: http://alloy-artifacts.org/craftsman-maker-v.html
Matt J.
I mostly agree with your points Stuart, right down to liking the V-series but finding them expensive compared to other options. That said, hands-on I may feel differently. On paper, though, I’d have a hard time picking them over higher-end Husky or Gearwrench for less money or paying up a bit for Wrights or SKs. They’re in a sort of no-mans-land for me. That said, aside from pricing it was a good move IMO.
Since you asked what I would do/have done, though…SBD must know they’re wearing thin on the USA-made crowd with all the promises and no products. They should have found a stopgap solution. Buy Western Forge when they went under last February, contract with Tekton to have their Michigan factory make some Craftsman-branded screwdrivers, something. To blame all this on Covid and factory set-up issues is a bit of crying poor to myself and others. There were options open for a company with SBD’s market clout if they truly cared about moving to manufacturing back to the USA. I think that’s what rubs people (or at least me) the wrong way…that everything reaks of profit motive. I personally have no issues with foreign made tools and most of my purchases are quality-based, not CoO influenced. However, a company giving lip service to restoring a brand and it’s USA roots while acting in a way that does little to back that up makes me less likely to buy from them if or when USA-made tools finally make an appearance. Maybe some effort, goodwill, or transparency (backed up by future actions) can still salvage what the Craftsman name always stood for, but right now there’s little more than nostalgia making me willing to ever consider them, and that’s fading fast. Sears may have started the downward spiral, but SBD has failed to do much to pull the nose up.
High & Mighty
Covid isn’t a valid excuse. And this v series line doesn’t do anything for helping reputation. In fact it makes them look even worse than Sears did when they ruined the craftsman reputation. Think about it. They ripped off the name of the series from Sears which was originated back in 1945. Sb&d craftsman is a fkng joke!
The brand would have by far been much better off going down with the ship when Sears sank to the bottom.
Personally, I don’t care about coo or the whole brand pride thing. Whatever is my take on it. Nonetheless it makes no difference to me where the tools I buy are made. Antarctica or Asia or America, I could care less. As long as they work well and help me get the job done right. That’s the only thing that counts.
But the fact is is that sb&d made a pledge and they were completely aware of the expectations that they needed to meet both before and after they made that pledge. Those expectations haven’t been met. I don’t think they ever intended on doing so. And covid has no validity as an excuse. Sb&d has owned the brand since 2017. The benefit of the doubt period expired a couple years ago before the covid nonsense started. Furthermore, the facility in Texas might as well be a facility in China. Made in the USA with global materials means failure to make good on their pledge. This isn’t about the tools. It never really was. The competition is too overwhelming today for craftsman to keep up with. Sb&d had the opportunity to do something big. But they blew it and intentionally so which was likely the plan from the beginning when they purchased the craftsman brand. They put on the show for PR and then proceeded to abandon. Sounds awfully familiar though, doesn’t it. They’re working hard to ruin their fourth. It won’t be long.
What would I have done differently if I was Sb&d? I wouldn’t have put on a dog & pony show for the press just so my mouth could write checks that my ass never planned on cashing. I wouldn’t have ruined porter cable’s reputation even further by re-releasing them under the craftsman name while abandoning porter cable production altogether. But above all, I would have followed through on my pledge with a sense of urgency. Even if that meant releasing only one singular tool to start out with. Just as long as the print on the packaging said PROUDLY MADE IN THE USA WITHOUT THE USE OF GLOBAL MATERIALS .
Yeti
They need to bring back a good set of hardline tools. Ratchets. Breaker bars. 6 point deep set sockets. That kind of stuff. Back to basics.
Jared
Aren’t they, arguably, kind of in the midst of doing that?
loup68
SBD should have bought the Western Forge plant to make USA made screwdrivers and pliers, insted of their Chinese made knock-offs. How many of you know that Western Forge was a joint venture made by Sears years ago?
SBD’s greed got the best of them. Everything is Chinese made crap in my opinion. Dewalt has USA made knives and tape measures. They could make some of the Craftsman one’s in the USA.
They did this with Sidchrome in Australia, closed the plant there and make everything in Taiwan and probably China.
Joe E.
I said that on another forum when it was announced Western Forge was closing its doors… “Hmmm… SB&D should buy them and make screwdrivers and pliers here in the USA again”.
They didn’t.
I certainly won’t buy Taiwanese Craftsman screwdrivers. If any Craftsman tool deserves to be USA made above all others, it’s those iconic clear handles.
Don’t even get me started on the current Craftsman plier offerings. What an absolute friggin’ joke.
Stanley Black & Decker just can’t seem to get out of their own way. They make it really difficult to give them praise about anything they’ve done with Craftsman.
Lynyrd
As SBD, I would have taken Western Forge/SK plants off Ideals’ hands and returned to the original style and feel of Craftsman Professional tools pliers and screwdrivers (Western Forge), Wrenches, Ratchets, Sockets, other tools (SK).
The few people who remember Craftsman Professional would gravitate back, and those who don’t, would be won over. These were great tools. Sure they would need some upgrades like teeth on the open end of a wrench, but it wasn’t the name “Craftsman” that was the real value, it was the actual Made In USA tools which were the value.
James
Feels like they’ve squandered what brand equity they have. I mean, its all better than Kobalt branded stuff in as much as it feels like real tools and not toys for your kids, but there are 100 options that are all as good or better than Craftsman at this point, right? And you also don’t have to go into the Lowes…
c williams
Now that I have found Williams, I don’t see me going anywhere else- They are mostly US made and their Taiwan tools are of good quality – Screwdrivers made in Spain – This is where I would like to see Craftsman in terms of Quality and offerings- On par with Williams – Good mix of US and global tools but quality you can trust