Northern Tool launched a new Klutch Kliq 20V Max cordless power tool system.
The Northern Tool Klutch Kliq system appears to be value-priced with entry to mid-level specs and features.
A reader (thanks, Ravi!) sent in the tip.
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In their promotional videos and product pages, Northern Tool advertises the new Klutch Kliq 20V Max tools as being tough for dirty jobs, such as breaking down a wood pallet with a reciprocating saw.
The new batteries are advertised as being easy to recharge.
In Northern Tools’ promo video, they say the Klutch Kliq system is “innovative.” How?
They say:
KLUTCH KLiQ 20 Volt power tools are built better and smarter to work harder and last longer
Let’s look at their new cordless drill. It’s sold as a tool-only for $60, or with a battery and charger for $80. Most of the tools are sold on tool-only format, and there are a couple of kit options as well.
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The battery shown in this image appears to be different from the one it’s kitted with.
Here’s what Northern Tool says about their cordless drill, with similar said about their hammer drill:
Brushless motor technology extends motor life 10X, provides up to 60% more run time and reduces heat buildup
Reliable 2-speed (0–480/0–1,800 RPM) metal gearbox allows for high-torque driving or high-speed drilling
Powerful breakaway torque of 440 ft./lbs., allows you to power off nuts and bolts in the most demanding applications
About the battery:
Innovative KLiQ LITHIUM-ION battery platform works with all KLUTCH 20 VOLT power tools and features BUILT-IN MICROCHIPS to optimize performance and deliver up to 2X LONGER sustained power.
Built-in microchips? It looks like they took a page out of Makita USA’s marketing script.
EVERY cordless power tool has “built-in microchips.”
On the Klutch Kliq product pages, it says that the tools have a 1-year warranty. Their promotional video says there’s a 2-year warranty.
Discussion
“Better”? “Smarter”? How?
The brushless motor technology extends motor life 10X, while providing up to 60% more run time and reduces heat buildup.
Doesn’t this describe every brushless motor?
The batteries “deliver up to 2X LONGER sustained power.” Compared to… the lower capacity battery packs?
ONE BATTERY PLATFORM. ONE SMART SOLUTION.
Klutch KLiQ is your total power solution.
TIME-SAVING COMPATIBILITY
The innovative KLiQ Lithium-ion battery platform works with all Klutch 20 Volt power tools, making it quick and easy to switch from tool to tool, saving time and money.
WORK-SAVING CONVENIENCE
Klutch KLiQ Lithium-ion batteries feature built-in fuel gauges, allowing you to see remaining battery power at a glance to avoid running out of power in the middle of a job.
Not to mince words, I find the new Northern Tool Klutch Kliq system to be poorly presented, underwhelming, and completely devoid of interest and appeal.
It’s got “built-in microchips!”
Everything about the Klutch cordless power tools system just seems so… generic.
On the bright side, presentation and marketing can be redone and easily improved. They need to do more to generate interest and appeal.
Who are these tools for? From what I can tell, it’s for someone who finds themself at Northern Tool, desperately needs cordless power tools ASAP, and the tools have to have a monochromatic grayscale color scheme.
Why choose Klutch Kliq over existing competitive options, such as if there are Harbor Freight, Home Depot, and Lowe’s stores at the same shopping center? That’s the question Northern Tool should really seek to answer.
John
Don’t need another battery platform AT ALL! System will be gone in under 2 years.
Bonnie
Any idea who the OEM for these are? Seems like an ultra-basic whitelabel line they’ve slapped an overmold and terrible branding on. I doubt they’re making all these in-house.
Stuart
Regarding ODM/OEMs, it’s going to be Positec (Worx, CAT et al), Chervon (Flex, Skil et al), or Other.
mizzourob
This has Chervon vibes all over it. Looks like a step child of Kobalt and Masterforce tools.
But why is there no 6-1/2 or 7-1/2 circular saw but there is a die grinder and grease gun? Seems like they are releasing tools way out of sequence.
Joellikestools
The Klutch brand of hand and air tools are aimed at mechanics and amateur mechanics.
Luke
I don’t understand when brands go all-in on poorly spelled product names. Klutch Kliq‽ It’s named like dollar store off-brand soda. With branding like that I expect it’s going to be a CVS exclusive.
Luke
Milwaukee’s Quik-Lok is guilty of this too. It’s so bad that I had to look up how to spell it. (Though the quik-lok tools are all amazing in my experience. Especially that rubber broom!)
Stuart
Klutch is their store brand.
If not “Kliq,” what name would you have given the cordless system?
Luke
Ah, well, I was unfamiliar with a pre-existing Klutch product line. With that context it makes more sense that they were going for alliteration with their established branding.
Just generally speaking, market research advises against purposefully misspelling brand/product names. Consumers often see it as a marketing gimmick/tactic, and in turn they view the brand as less sincere. Especially in this case, where all the marketing is flashy buzzwords with seemingly little substance or innovation.
I’m likely being way too critical. The internet can do that to you. I think I’ll go for a nice sunny walk now.
MM
I wonder when we’ll start seeing the “metal umlaut” in tool branding. It could have been Klütch…
IronWood
Klutch Kluge
Peter
Haha!
Goodie
Came to post this, super happy to see it’s already here!
Jason
Looks like the took the flex color scheme and said give me a mix of Milwaukee and Dewalt styling at a Ryobi price point.
Batteries give off a Cat vibe but nothing in the line looks purely white labeled which is confusing. My guess is Chervon based on their struggling sales and the look of the mini recip and rotary hammer but who knows.
TomD
You’d have to take one apart and then it’s probably really clear who the manufacturer is. The cost of the overmould and molding for the outer plastic is so cheap now that they just make their own instead of the old style where you just change the plastic color going into the mould.
IronWood
Looks super cheap-o. No idea why someone would go in on a no-name new platform like this when the price point is just not that much lower than a tried and true system. Even (shudder) Harbor Freight would be a much better budget option than this. Can’t see this lasting that long.
Jared
There doesn’t appear to be anything exciting or innovative about the tools. I suppose if they’re just meant to be an inexpensive house brand… that’s ok.
Just FYI Stuart, I got confused in the part where you start talking about the cordless drill, then there’s three italicized quotes – but I don’t think the last one is about the drill:
“Powerful breakaway torque of 440 ft./lbs., allows you to power off nuts and bolts in the most demanding applications”
I figure that’s for the impact wrench – which sounds pretty wimpy.
Stuart
That’s what Northern Tool says for their DRILLs. They say the same for their hammer drill.
Jared
Ha, weird. Now a drill with 440 ft-lbs of torque WOULD be something to get excited about….
Big Richard
The actual product listings say 440 in-lbs for their drill/drivers.
Jef
Where is the promo video with heavy guitar riffs, slow motion clips with dust/debris flying around, +45 years smoking voice over guy, and lets not forget shot of tools being carelessly tossed into the back of a truck because you need tools that work as hard as you do.
Coach James
This made me chuckle. Jef, you get an A+ for this. Perfect description of so many other ads.
Tim
But did y’all see those built in microchips?
Bob+Hinden
Just what the world needs, another brand of cordless tools with incompatible batteries…..
Jp
Amen
Perry
For those wondering who this is for, my guess is the corporate client that just needs an easy ordering option through an existing supplier. You aren’t going to see them marketing towards construction or any of the trades specifically, it will be towards warehousing, manufacturing and maintenance. A large enough company that has someone in an office, getting a request from maintenance or a supervisor, for a set of power tools for the shop.
They’ll look through the catalog and see a milwaukee for 279, or the house brand for 80, and think that fits their department’s annual budget better.
Bonnie
Northern Tool already carries Black and Decker as a cheap crap brand, so I don’t think this really changes anything.
Jack D
And they’re way less likely to “walk off” the job than the big brands…I think you hit it on the head there.
_NAPA_Squad
Such a saturated market. Next the mod boxes for the klutch ecosystem. Can’t wait for the leaf blower, weed trimmer combo….🙄
dale Clark
These things are made so cheap in China, the brand does not have to sell a boat load to make money.
Rog
Those callout bullets are what happen when you’re grasping at superlatives to market your product
Alexander
I handled one of their drills in store. It’s the cheapest feeling plastic and the moulding was terrible. These are below the standard I see with knockoff AliExpress tools. If you are considering these, don’t, go to Walmart and get a Hart tool they are much better built.
Joe E.
I noticed that Klutch has new hand tool products coming out as well. Most of it appears to be Apex sourced. Their new diamond tipped screwdriver set with yellow handles looks interesting.
Dave
If you look closely at the tool and battery, they are identical to the Walmart Hyper Tough brand. Compare the 1/2 inch impact Wrench to the Hyper Tough Impact. They are exactly the same, just a different color. So I’m thinking these are made by the same company and more than likely the batteries are swappable between the two.
SamR
I was shopping at the Northern store and noticed their customer is from a small agriculture background. They have a chance to be successful since no one is focusing on such a customer demographic compared to the Tractor Supply store, which does not have a store-brand cordless tool!
Jordan
So hyper tough Walmart batteries are identical and fit with zero modification for heads up.
Whitlow
Yep looks like the same company that makes Walmart HyperTough 20V tools and like the previous comment says I’ve read the batteries are interchangeable with HyperTough.