Durability is vital for professionals because they use their tools all day, every day. This USP feeds into the target market for both brands – tradespeople and job site professionals. They stress how their products are tested in “extreme conditions” and sell their tools as durable even “under the most demanding job site conditions.”
Hitachi’s USP is durability, as seen by their slogan, “Durability First.”ĭurability is “the cornerstone” of the brand, as Hitachi engineers “tools for the most demanding jobsites.”ĭeWalt’s USP is also durability, which can be seen through their slogan, “Guaranteed Tough.” Their marketing heavily features tradespeople, complete with high visibility vests and hard hats.
Their tools are intended for use on job sites, with a range of products well suited to that market. Their tools are “built for the professional who requires only the best,” and helps you to “finish the job like a pro.” Hitachi stocks plenty of tools designed specifically for the job site.ĭeWalt aims squarely at the trades and professionals. Hitachi produces tools for the professional market. They innovated many new designs, including the alligator saw in 1992. Over the 20 th Century, DeWalt expanded across the US and, in 1953, into Canada. Their first product was a universal woodworking machine named the “Wonder-Worker.” Hitachi is a global brand covering over 30 countries across 4 continents.ĭeWalt began trading in 1924 in Leola, Pennsylvania, established by Raymond E. It has had a couple of name changes since then and is today known as Metabo HPT. Hitachi Power Tools USA was founded in 1980 as a subsidiary of Tokyo-based Hitachi Koki.
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