Sonic Tools, a company that packages tool kits for dealerships, airlines, and similar customers, has announced that the Sonic Group has agreed to acquire Sonic Tools USA.
Sonic says that this will help them “create a more robust distributor network across North America and gain access to additional resources to further expand its North American presence.”
With the acquisition, Sonic Group, “a leading provider of professional tools and equipment solutions” will be “transforming its exclusive North American distribution partner into a wholly owned entity.”
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When Sonic Tools first launched in the USA in 2015 – see Sonic Tools are Now Available in the USA – they described themselves as “a new subsidiary” of Netherlands-based Sonic Equipment.
From all of this, it seems that Sonic Tools USA is going from a “subsidiary” of Sonic Equipment to a “fully owned entity of Sonic Group.” When clicking on links in the press release, “Sonic Group” links to the “Sonic Equipment” website.
Unless the company changed hands between their USA launch and now, I don’t understand the difference. Maybe someone can explain the difference between “subsidiary” and “wholly owned entity” to me.
They make it sound like this acquisition could herald changes for the tool brand, although I don’t see it as being impactful to individual tool users or potential customers.
In the past 9 years, Sonic Tools seems to have mainly focused on business to business sales, and it’s unclear if this will change.
In other news, Sonic Tools USA also announced a “no lost tools guarantee” where they will replace up to $250 in hand tools from “any of Sonic’s preconfigured complete tool kits in the Sonic Foam System.”
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The guarantee will apply to one calendar year after purchase or from the tool kit’s ship date. Customers will be responsible for shipping costs.
Jared
That “guarantee” seems different. Have you ever heard of something similar? Seems like an invitation for purchasers to ask for spares for tools they “lost”.
I suppose the idea is that you aren’t supposed to lose tools that are stored in tool foam, but that’s a novel way to make the point.
What’s the quality like for Sonic tools? I’m not familiar with that brand.
Stuart
With the pricing of their complete tool kits, a couple of lost 10mm sockets could be factored in.
I’ve never tested Sonic Tools. They wanted to send a kitted tool box when I couldn’t accommodate it, and declined my request for a smaller sample pack instead. We talked a little over the years.
I’m still unclear as to whether the brand designs or manufacturers anything themselves, or if they just rebrand.
The last I checked, Sonic Tools was charging a high markup for tools you can buy for less elsewhere. https://14cyiuhvcgv.com/sonic-tools-whats-changed-since-their-usa-mechanics-tools-launch-4-years-ago/%3C/a%3E%3C/p%3E
Jared
I forgot about that post! I scrolled down and even found myself commenting. I guess I’d heard of the brand at one time – apparently I’ve forgotten since.
Andy
My limited experience is that the tools are well made. I have a socket/ratchet set and combination wrench set that has been great in the couple years I’ve had it. I’m a home-owner / hobbyist, so not too many hours in yet, but with plans for an engine swap on one of my cars in the near future, it’ll get a better test.
I can’t tell if Sonic rebrands their ratchets / sockets, but I will say there are not other manufacturer stamps on there, and the ratchet handle and socket design appears to be unique.
The pliers are rebranded NWS, which is good news in my book. The castings actually have the “NWS Solingen” stamped in, so it’s easy to tell.
The screwdrivers / wrenches also appears to be unique, and not rebranded, but I’m not totally sure.
DRT42
The thumbwheel ratchet in the picture looks identical to a Gearwrench thumbwheel ratchet. I don’t recognize the other tools, though.
TomD
I’ve seen guarantees like this where the “shipping costs” are so high as to obviously be covering the manufacturing costs of the “free” item.
One obvious non-tool one is the “free” Shutterfly prints.
Scott K
I’m not sure if this describes the Sonic situation, but here’s what Google’s AI says:
Subsidiary
A parent company owns more than 50% of a subsidiary company, giving it a controlling interest. The parent company has control over the subsidiary’s operations, management, and profits.
Wholly owned subsidiary
A parent company owns 100% of a subsidiary company, giving it full control over the subsidiary’s operations, policies, and management. There are no minority shareholders in a wholly owned subsidiary.
Stuart
There was never any indication that Sonic Tools wasn’t already a wholly owned subsidiary of Sonic Equipment.
Who are they “acquiring” the USA company from??
Scott K
I skimmed this (https://www.nbcsports.com/motor-sports/news/qa-sonic-tools-colby-mcconnell-on-busy-first-year-since-u-s-launch) which gives the impression that the USA company may have been created to specifically serve the US market. I wonder if this was set up as a partially independent company to minimize risk. Maybe it’s been successful and makes sense to reorganize now to take advantage of this.
Guywithtools
Might be fluff terms for basically buying their distributor. Probably a business was founded to build sets and they saw sonic tools as a good brand to use that didn’t have distribution to the US. Ko-ken tools is another more recent one. Where Ko-ken USA is a distributor leveraging the Ko-ken name to exclusively sell their products. When really they are totally separate businesses.
A W
If it just me, or were there about a dozen more comments on this article earlier?
Stuart
It’s just you. Did you click the link in the comment above and are thinking about that post?
A W
That’s exactly what I did. 🤦♂️
The feedback I’ve heard from my aviation maintenance colleagues who have used the Sonic foam shadowed toolboxes had been positive.
Harry
I have several Sonic items and although they might be popular in Europe, I wasn’t that impressed. I’m not a fan of their original 45 tooth ratchets. They’re head heavy and clunky. most of their tools are Taiwan made and pricy. I bought most of my stuff on clearance. If you’re into those foam sets, they have a wide selection. I don’t think they actually manufacture the tools they sell. There are just too many choices available to make Sonic viable.
Yadda
Uncle Henry pocket knives had a replacement policy for lost pocket knives back in the 70’s and 80’s.
William Adams
Yes, it required that one get a Notary Public so as to swear out a statement of loss (I can remember a special trip to one w/ my Dad when he lost his and needed a replacement — fortunately the replacement stayed in his pocket until his passing, I keep it in a tray on my nightstand)
Jerry
The detail that I want answered, is what is the shipping fee for a ‘lost’ tool.
If I lose a 10MM socket, can buy another locally for $8, but they charge $15 for ‘shipping’, I don’t see it as a good deal.
Now, if they only charge actual postage for shipping, it might not be a bad deal.
AJ
I’ve heard of Sonic Tools, they seem to sponsor a lot of the car/truck youtube channels. First time I recall hearing about them was on Junkyard Digs. He had a nice looking set. However, for me, I have already built up my tool set over the past 20 years. Old school Craftsman (USA), MIT/Tekton, Snap On, Matco, Sunex, GP and etc. Used to wrench professionally till I changed careers.
If I were a young mechanic starting out today I would probably steer towards Icon at Harbor Freight. Excellent warranty and like the old days with Sears Craftsman, you can go back to the store on your way home to exchange a tool under warranty.
Terry S
I have a couple of small Sonic sets that were sent to me for review some years ago. I believe that are all made in Taiwan. The quality is good, with a satin finish to the steel on the racthet/socket set and combination wrenches. The machining of the knurls on some of the components is quite nicely done.
When I go on a road trip, the compact metric set (wrenches and socket/ratchet set all fit in the same steel box, perhaps 1.5 x 6 x 12 inches) is perfect to toss in the trunk.
To be clear, I didn’t pay for them. Would I? I don’t know, because it’s quite a premium over other Taiwanese made tools. They do sell kits designed for specific mechanics. So if you’re a budding BMW, Audi, Mercedes-Benz or VW mechanic, one of their complete kits, including the box and appropriate foam trays, might be a fair deal, certainly a bargain compared to Snap-On. But as many pointed out above, how does their warrant replacement work? I am not a professional mechanic, so I do not have a real-world answer for that.
nigeldh
Sonic Tools is like Jensen Tools jensentools.com – designed to provide one stop shopping for a tool room, tool control. Sonic even engrave, or custom engrave, their tool sets.
Similar to Hilti with their construction tools and fasteners.
For a large company who needs say 50 tool kits for a certain set of fastener sizes these companies make sense. Purchasing just pays one invoice – gets ready to use tool kits. No time wasted assembling mix and match. Buying sets when one only needs a couple of sizes.
If I make a machine I am only going to have say 1/2″ or 12mm, 3/4 or 18 mm, fasteners. So I only need wrenches, sockets in those sizes. Maybe a custom spacer, or spring compression tool. A variety of pliers.