DEWALT launches new XR range

The new DEWALT XR range of lithium-ion battery tools combine leading-edge technology with improved ergonomics

Over 100 retailers from across Australia and New Zealand were treated to a comprehensive display of the new DEWALT XR range at an official launch in Melbourne in mid-July. Hamish Matheson, commercial manager for Stanley Black & Decker in New Zealand, told delegates that the combination of the Stanley and Black & Decker companies, which merged in 2010, created a global power in the tools business. The size and scale of Stanley Black & Decker allows unparalleled investment in R&D, meaning industry-leading innovation in its products. DEWALT’s launch of XR is an early sign of the company’s strength and commitment to innovation.

Developed through extensive R&D and end-user surveys, the XR range (from ‘extreme run-time’) combines cutting-edge technology and improved ergonomics. With the tag line ‘Tough Outside, Intelligent Inside’ and striking yellow-and-black colour scheme, the range offers increased efficiency and improved performance. “This is an exciting time for us – it’s the first time we’ve launched an entire range of products,” DEWALT marketing manager for Australia/New Zealand, Daniel Lawlor, said at the Melbourne event.

Cordless dominance

The company’s marketing campaign is based on three clear strategies. Firstly, DEWALT aims to dominate the cordless drilling and fastening market through investing in application development and the delivery of a flexible system of tools and accesso - ries. “We’re aiming for cordless dominance,” Mr Lawlor said.

“In recent years we’ve seen a shift towards smaller, more compact, more innovative products, and it’s this ‘compact’ market that is our target. There are over half-a-million DEWALT tools in use today, with more than 110,000 sold every year, so whilst the XR range will usher in the move to lithium-ion batteries, we will continue to service our existing lithium-ion and nickel-cadmium battery products.”

The XR range comprises an interchangeable array of compact and premium tools, with the 18-volt system as its core platform. All products come with a universal XR charger which will service not only the new 1.5Ah and 3.0Ah 18-volt batteries, but also the exist - ing 10.8-volt battery packs, providing tradespeople with the convenience of only needing one charger for all three batteries.

Comprehensive range

The second facet of the marketing strategy is the comprehensive product range, including hammer drill drivers, impact fasteners, and circu - lar and reciprocating saws. Tradespeople will be able to purchase these individually or as two-piece or three-piece combination packs of complementary tools, including tool storage solutions, batteries and chargers. All tools come with a three-year warranty, a free one-year service contract, and a 30-day money-back guarantee.

Whilst six tools will be available initially, DEWALT says a total of 15 tools will be available in the XR range by 2012.

In addition to the tools, the XR range also features an extensive array of premium accessories to optimise performance, including saw blades, drill bits and abrasives. Like the tools, selected accessories can be bought as tool-specific sets.

In-store promotions

The third leg of the marketing strategy is an extensive promotional programme that will position the XR range in the compact power tool market. Keep your eyes peeled for the latest promotion in store at a DEWALT stockist near you.

“This fully integrated launch is about winning the war instore,” Mr Lawlor said. “There’ll be a multitude of events, instore training, digital and print advertising and PR, and selling campaigns using eye-catching merchandising. There will be one clear message for the whole range – that these are rugged tough tools that are user-oriented.”

The XR range of lithium-ion battery tools is aimed at the industrial user, and will be available in New Zealand from September.

For further information, visit www.dewalt.co.nz