Brad Wheeler, senior product marketing manager, Makita Cordless Tools
Education is key to generating buyers of new technology
In October 2005, Makita launched the market's first 18-volt lithium-ion cordless tool series, the LXT. It offered more power, 40 percent less weight, better ergonomics and 2 to 3 times more cycle life than existing battery technology. Since then, Makita has brought 35 models to the market.
Lithium-ion will definitely enable engineers to offer a cordless option to tools previously available only with cords. The compact size of lithium technology also enables engineers to bring more comfort and control to the professional user by creating true ergonomic tools. Traditionally, some NiCad cells had to extend up into the tool's handle, keeping designers from making a grip that was truly contoured for a human hand. The best lithium-ion technology charging systems control temperature, voltage and current simultaneously, allowing leading manufacturers to offer fast charging systems that do not compromise battery life like the fast chargers of old. We are talking significantly faster charging for higher capacity batteries — try 25 minutes for a 3.0Ah lithium-ion battery!
Of course, innovations in motor design are also important, as they complement the more compact and lightweight improvements in battery technology. Creating smaller, more powerful 4-pole motors for the core set of tools in the driver-drill category was critical in marrying the best battery technology with solid power tool design. The result is more power, more work, lighter weight — equaling some 12-volt models — and compact size at a higher voltage (18-volt). The driver-drill and impact driver are hanging off the tool belt every day, so bringing the benefits of the latest lightweight motor and battery design was essential to reach the professional user.
An open, growing market
Lithium-ion power tools offer tremendous opportunities for additional sales, today and in the future. These tools are barely a year old, in terms of broad distribution, so most lithium-ion tools are priced at a premium due to the increased benefits over older battery technologies. Converting customers invested in NiMH/NiCad platforms is the sales opportunity. Not everyone is going to budge right away, but they will when they start to feel and understand the significant differences in power, comfort and run time. And, prices will start to fall as more brands start entering the lithium-ion power tool market. Selling up is often the hardest thing to do because there are so many manufacturers offering special deals. The best opportunity for distributors is to demand that the latest tools be prominently merchandised, so that their customers better understand what they are missing without the latest technologies.
As with any new technology, the older technology will lower in price a bit, keeping those tools around for a little longer than one might expect. There are many folks that don't yet know about the benefits of lithium-ion or don't want to abandon their current set of cordless tools. Converting these users will take time and education which should be a joint effort between the marketing teams of manufacturers and distributors to increase ad space and educational merchandising for lithium-ion tools. By default, there will be many professionals content to get a deal on old-school technology rather than step up into lithium-ion technology. They are not necessarily the target customer for the latest introduction of lithium-ion tools, but any user with NiCad/NiMH tools is an opportunity for a distributor to increase sales. It is essential for manufacturers and distributors to get in the field and get users onboard with this new technology to increase demand at the distributor and retailer level.
Mike Seaman, marketing director for Milwaukee Electric Tool
Getting more from existing tools
As distributors cite end-user demand and manufacturer reputation as the top drivers behind the product lines they carry, Milwaukee has proven its
dedication to developing the high-quality, innovative products that are able to meet changing end-user requirements. After introducing the lithium-ion category for cordless power tools in 2005,we've seen the market quickly accept the performance capabilities of this new technology and ask for even more. This year we've combined power, run time and compatibility to introduce an 18-volt lithium-ion platform that offers interchangeability with older NiCad tools. The aspect of changing between battery systems creates a whole new world in battery technologies. The new V18 line is an example of how lithium-ion offers more than just run time and higher voltages; it now offers a way for end users to get more from their existingline of tools.
The best of both worlds
Interchangeable tools and batteries create opportunities for distributors to reach those seeking the latest technology without leaving NiCad customers behind. We expect the NiCad platform to be a viable category for several years — for price point considerations alone — and will continue to introduce tools compatible with all types of customer needs. To take advantage of the quickly-changing cordless market, in which lithium-ion tools will outsell NiCad tools within the next few years, distributors can provide real-world application and demo areas for these tools in their stores. Any new type of technology can take awhile to catch on, but lithium-ion is rapidly proving itself in the marketplace and demand will continue to increase as more end users become aware of its productivity benefits.
