We received word that Sonic Tools has just launched in the USA. Never heard of them before? Neither did we.
Sonic Tools is the North American subsidiary of Sonic Equipment, a Netherlands-based tool brand. Sonic Tools prides themselves on their focus on design and efficiency. They specialize in automotive mechanics tools, general purpose hand tools, and tool storage systems.
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According to Sonic Tools, they are the world’s market leader in the design and manufacture of premium hand tools and tool box systems for both commercial and consumer use.
I took a semi-thorough look at their product catalog, and it looks like Sonic Tools is a serious and well established brand. It’s surprising that there isn’t much buzz about them on message boards or elsewhere, but I suppose it makes sense. Why would tool users talk about a brand of tools that previously wasn’t available here?
If Sonic Equipment, and Sonic Tools by extension, is a market leader in top-tier hand tools and storage products, shouldn’t we all be more familiar with the brand?
While many tool brands – mainly European brands – offer modular tool assortments in neat foam trays that drop right into tool box drawers, Sonic Tools’ look to be very densely populated. I’m starting to trust their efficiency claims at face value.
If Sonic Tools is going after a chunk of the professional automotive hand tool market, they’re going to need to offer a strong warranty.
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On Sonic Tools’ website, it says that there are 4 different tool guarantees, including a lifetime warranty on all individual hand tools and toolboxes.
Warranty claims will be handled through the Sonic Tools website, and if a new replacement tool is needed and justified, they’ll send it out to you the next day. This is part of their “24-hour tool replacement guarantee.”
Their tool storage products look appealing too. Simply and cleanly designed, but with some upscale touches. It’s impossible to judge tool storage based on how they look, but given how much I love my plain-looking but excellent quality Beta unit, I’d be willing to give Sonic Tools’ ball bearing units a second look.
These tool storage units are at the center of Sonic Tools’ Sonic Foam Systems (SFS), which are the modular foam-organizers their professional tools and assortments fill in so nicely.
Poke around Sonic Tools’ website a little more, and you’ll find drool-worthy workshop and garage storage and workbench systems as well.
Many of Sonic Tools’ tools and other products have obvious European-inspired designs, with some strongly resembling tools I’ve seen or used before. Perhaps some tools are carefully rebranded.
It’s also impossible to gauge tool quality from pictures and product descriptions, but Sonic Equipment does seem to have the trust of major European automotive companies. Sonic supplies some notable brands with tool boxes and custom tool assortments. I’m intrigued in the brand, and will look into them further.
Do we really need one more professional automotive or general use tool brand in the USA or North America? I say sure, why not. Having more options is always a good thing.
Over at the website, there’s mention of kickoff savings. Through October 18th, 2015, save 10% on all products. Since there are no Sonic Tools dealers, the promo is only available through their website.
Sonic Tools’ products will also be available through Amazon.com, distributors around the country, and tool trucks in select targeted areas.
Questions for You
Have you ever used Sonic Tools, or Sonic Equipment tools before? If so, what do you think of them? If not, what have you heard? Or is this your first introduction to the brand, like for me?
More Info(via Sonic Tools)
Sonic Tools 2019 Update
Read More: Sonic Tools – What’s Changed Since Their USA Mechanics Tools Launch 4 Years Ago?
Jim Felt
Heck. Yes.
Competition, especially in design philosophy, is always good to see and try out.
No idea how or from where this stuff is actually sourced but I’m sure we shall all see soon enough. Certainly most all non USA made tools are simply sourced where the deal is best made.
Good find.
Nathan
do they make claims as to where they are made? I’ve seen then in a few hangars in Europe. but I still saw most of the guys using stahlwille, wila, and Facom.
I don’t recall if I picked up one of the ratchets or not, I like to think I would have. But they are big in racing teams over there.
I liken it to MAC here – but for some reason I just don’t think the quality is the same.
Ton
It would be interesting to see some reviews on their tools.
Dave L.
I don’t see any Sonic screwdrivers…sorry, couldn’t help it.:)
Well, their tools LOOK good, I’d like to see them in person.
Mark S.
Don’t you know that Sonic’s screwdrivers only work when servicing Daleks and Cybermen? Tom Baker would be ashamed of you!
Seriously these tools look really nice and while I’m happy with my automotive tools (a collection of HF Taiwan, Kobalt, Husky, Durabilt, and Gearwrench) I know others will be interested and I look forward to hearing reviews.
Dan
I’m from the UK, never seen a Sonic tool here at all, I assume someone must use them.
Mike
Just a suggestion for Sonic’s web developers: Maybe don’t list the giant, enormous sizes first in the category listings? It’s hard to get over the shock of seeing $500 individual combination wrenches and $400 sockets.
Brian
I haven’t tried their tools but their cheeseburgers and slushes are pretty good.
Harry
Are they are a Netherlands based company hawking Taiwan and PRC made tools or are their products actually made in Europe?
I’m on the fence about this. I know Hazet and Stahlwille have a small but, loyal cult following here in the states but, I feel other European tool brands don’t fair too well. I mean we see US versions of Facom tools via MAC or Proto and the Ultimate Garage does a great job supplying real Facom tools to their die hard fans. Beta seems to have had a lackluster debut here. Knpex, Wera, Wiha, NWS and others have had success with niche marketing, screwdrivers and pliers but, a whole mechanics tool line? I’m not too sure how successful it would be. Don’t get me wrong my tools are from several brands including many non US made tools. Variety and choice are great but, so is easy access and availability. Take Toptul for example. Very Popular in other parts of the world but, a scant distribution presence in the US. I’m undecided.
Stuart
European tool brands have the potential to thrive here, but they often depend on strong distribution and marketing.
There used to be a Toptul dealer that was very active on the Garage Journal forum, and then one day he just gave up. I believe he just worked out of his basement or garage. He had a lot of momentum, and then it all abruptly stopped.
I own a number of Facom tools, and might buy more, but they’re a little pricey. There aren’t that many places to buy them, and so word of mouth is pretty much the only way to find out about them.
I can’t argue that Beta has had a lackluster debut here. I’ve been in contact with their USA importer and distributor, and hope to work some more reviews into the next couple of months. I own some Beta tools, all from when Amazon carried the brand, and they’re quite good.
But right now, prices are a little steep, and so are shipping fees. You can’t just buy a pair of pliers here, or ratchet there, to try out.
News from Sonic Tools is that they’ll be available through Amazon and other dealers, including some truck dealers, which I think gives Sonic a fighting chance at breaking into the US market. This is of course assuming tool quality is at least up to competitive levels. Pricing seems decent, but we’re also going to have to see some standout products if Sonic is to win over users’ interest and money.
It’ll be interesting to see what happens.
Jerry
Something’s gotta be wrong on their website. I was browsing through the tools, and saw that a 1/4 drive #2 Phillips bit lists for ove $200
http://www.sonictoolsusa.com/bit-socket-ph-1-4-one-piece-ph-2.html
Dave L.
I noticed that too-some of those prices can’t be right. On the other hand, I was almost surprised to see a few things under $25, some of which I might find useful.
Robert
When considering imports that aren’t well established in the US, the problem isn’t always the initial tool quality. The bigger or even biggest issue is the support of the products after the sale. Many users of Craftsman tools for example don’t use them because they consider them superior to everything else. The biggest influence is the ability to walk into Sears and “look” at someone who can hopefully assist them. Admittedly, that service has become closer to non-existent in recent days.
I can’t argue the quality of many imports, particularly from Germany. That said, I’m not interested in a lot of tools regardless of quality in the absence of quick accessible customer support. The transitional time for a foreign company to become established enough to develop a support base in the US is probably the biggest hurdle in my opinion.
T
From my understanding, they are a marketing based company, specializing in the rebranding of generic middle kingdom sourced equipment. Advertising and sponsoring various race teams does not make a product good. They are aggressively sourcing “partnerships”, ie writing checks, to gain exposure. Dont kid yourself, because a Ferrari dealership decides (paid) to plaster their logo on a car and “use” their tools (doubtful). They are no more a Netherland based tool manufacturer than HF is a US based tool manufacturer. Most of what I see on their UK sight is already available in the US, sold under various auto retail part house brands. Marketing 101. Simply creating desire by blanket exposure and high prices. Blah. Nobody, including myself, a self styled euro tool freak, has heard of them because I also understand the age of the “Sonic” brand is less than 4 years. It takes generations to build a real reputation of quality and reliable products. My jaded 2 cents.
Stuart
Thanks for the insight and info!
There are several companies also in the “let’s pick some tools and rebrand them” industry, such as Craftsman and Tekton, and many lesser ones too.
Sonic Tools, whether 4 years old or 40, has a lot of work ahead of them. They’re going to have to show that their tools are good and service stellar. You can’t really write a check to make that happen.
I thought it was unusual, but not unheard of, that I hadn’t heard of them, but am glad to see that it’s not just me.
Over 2 years ago I wrote about Bovidix (https://14cyiuhvcgv.com/bovidix-a-russian-professional-grade-mechanics-tool-brand/%3C/a%3E%29, which was also seeking to enter the USA market. I was initially in contact with them, and then they never got back to me. In the months since then, I haven’t seen a single mention of the brand on any forum, or anywhere else.
2-1/2 years from now, either Sonic Tools will be better known in the USA, or they won’t. Tools and customer service aside, marketing efforts will be necessary if they’re to successfully make a name for themselves here.
Mike
My initial and casual glance at Sonic’s pics leaves a pretty strong impression that most, or maybe all, of the tools are re-brands from the usual suspects. Strong resemblances to Stanley/Facom, Wiha(and Heyco), maybe some Knipex/Rennsteig, possibly Grip-On, Wera, etc. If you look carefully many of the pliers and cutters read ‘NWS’ and possess all the distinctive little grooves and patterns of NWS pliers. The PTFE coating too. FWIW.
John
I have heard of them! I have seen a pair of Sonic pliers in a hardware store here in Thailand. But it maybe a different supplier who has borrowed the Sonic name. Knock-offs are pretty common here!
Someone mentioned it maybe a company that sources out of PRC and Taiwan, which I think is very plausable. There are a lot of ‘Johnny Cum Latelies’ in the tool industry.
EGA Master Tools (Spain)
Elora (Germany) have the new Elofort brand
Wright Tools (USA) have the new Cougar brand
USAG Tools (Italy/USA) Now Stanley B&D
Quality, back-up and durability from an unproven brand….you might get lucky!
Seb
Never seen the brand in France and I have access to pro suppliers. The market is so different here anyway, for example you can get Milwaukee in pro shops but they cost an arm and a leg, I believe in the states you can get them in most diy shops
chad
I am not buying anything from them until they come out with a 900 tooth ratchet.
I need .4 degree swing src.
SteveR
Several guys mentioned the fact that they’d like to see and hold the tools before they make a purchase. Actually, I suspect we all feel that way; if I can’t see it, feel it, and get some idea of the quality before I purchase something, I’ll usually pass on it. We’ve all been burned on a “deal” at one time or another, and are more selective after that. Sonic Tools is attempting to crash a well-established and -defined tool market in the U.S. I think they’ll have a tough time breaking into it as it’s presently constituted. We’re not sure if they’re genuinely new, innovative tool designs or simply rebranded Asian copies of existing tools. If they’re the latter at premium prices, they won’t be long for this world.
The premium hand tool market (the tools that professional mechanics use) is pretty much covered (owned?) by Snap-on, Matco, MAC and Cornwell. For the rest of us, there’s Stanley Black and Decker, DeWalt, Milwaukee, Craftsman, Kobalt, Husky, Ridgid, et al. A lot of the tool trucks sell rebranded tools as their own (Lisle, Vise Grip, Grip-on, Knipex, Irwin tap and die sets, etc.). They’re welcome to try, but it will probably end up being a small piece of any market they attempt to break into.
It would be interesting to learn how they propose to make an inroad large enough to warrant the up-front cost. My guess is they’ll attempt to piggy-back with select major retailers in addition to online sales. Again, being able to see, hold and feel the product is important to many of us; it’s hard to do that on a two-dimensional website.
Regardless, they won’t get much, if any, of my money. At my age, I’ve acquired most of the tools (hand and power) I’ll ever need. I suspect most new entrants into the market prey on the younger, less-savvy tool buyers who purchase based on price rather than tool quality. That’s driven by the fact that they have young families, and the discretionary money they have to spend on tools isn’t that much. Or, they just don’t have much money at all (they lack a well-paying job, etc.), which dictates whether they go to Home Depot, Sears, Walmart, The Dollar Store or Harbor Freight for their tools.
If they’re really selling quality tools and/or storage units, it will be a niche market that they’ll define for themselves (along the lines of Beta, Lista, PB Swiss and others). It will be there if you want it; if not, that’s fine, too.
Steve D'Gerolamo
I was selling Toptul here in the US a few years ago and was approached by Sonic. They sent me a few samples and the quality was decent. Unfortunately, both Sonic and Toptul were perceived by the marketplaces as just 2 more Taiwanese tool companies, despite their quality, appearance and value. I dumped the remaining Toptul inventory I had to go deeper into Facom.
USAG and Beta are a little closer in quality and appearance to Facom. With USAG (a Facom company), most of the products are rebranded Facom tools. USAG does have a few items I cannot get in Facom but the brand is practically non-existent here in the US.
SD
Kyle
I ordered from them and still have not got the tools a month later. their web site says it is in stock but still no tools. have not been offered any discount on the order due to wait. probably will not order from them again. bad customer service.
Kenneth Leroy kirkland
Do you guys have a tool catalog
Kent Dorfman
Just saw them on FB, for the first time. Four years after this article was posted…. On AMZN, a Reversible Ratcheting 12pt 13mm is $13, while the same thing 1 mm smaller is $46. A 4″ magnetic parts tray is $15 while the same thing from HF is 3 to free. Not gonna do it; wouldn’t be prudent.