To offer a line of pro-grade power tools that have the performance and power that pros expect without the hefty price tag that they don’t need.
No. What the world needs is a $300 cordless drill which costs $150. At least that’s what we believe and that’s what we set out to achieve. We challenged all of the long-standing beliefs and sacred cows about engineering, manufacturing and marketing pro-grade power tools with one single goal in mind: If it doesn’t add value, don’t do it!
Did you know that on average less than 1/3 of the price of a power tool is the cost it takes to actually make the tool? Guess where the other 2/3 of the costs come from…big time advertising budgets, big time NASCAR teams, big time corporate staffs, and big time profits. Our philosophy is never to be “big time”. By cutting out all of the “extras”, we can offer our customers the same quality and performance at a much lower price.
Some leading brands of professional power tools offer over 40 different cordless drills alone! Well, we hope that works for them but that’s not Rockwell. Our philosophy is built on keeping things simple. We currently offer 30 of the best pro-grade power tools we can make….all designed by our team of designers, engineered by our team of engineers and made in our own state-of-the art factory. Of course, we’re not opposed to making 31 if that’s what it takes.
With all due respect to the mega-retailers, we kind of prefer the personal service and depth of knowledge that our customers can find at the thousands of smaller hardware stores and home improvement retailers where you’ll find Rockwell power tools. We’d rather focus on selling better tools than selling bigger boxes.
Ok, so some guys may like gel pads, removeable chucks and laser stud finders on their tools…just not the ones that we talked to. You know what our customers told us they wanted: Durable tools at a good price. Instead of the newest bell or whistle, we spend our time and money to create tools which work better and last longer.
We want Rockwell tools to be a smart buy for our customers. All Rockwell power tools meet or exceed the performance and quality of competing national brands but are priced lower. The Rockwell brand offers the performance-minded do-it-yourselfer and the price-conscious tradesman with an excellent option to higher priced professional power tool brands. Rockwell Shop Series™ is a sub-brand that focuses on lighter duty home and workshop applications. Rockwell power tools are a part of the Positec Group of companies which have been designing, engineering and manufacturing power tools since 1994.