I know Challenger outlasted Fleet, but when they coexisted as part of Proto empire, what was the marketing angle/ niche / relative quality between the two?
I find Challenger to Fleet in about a 20 to 1 ratio around my parts.
I also speculate that Challenger might still be sharing or owning the niche currently enjoyed by Blackhawk if it wasn’t for the shuttle disaster.
Probably different target markets/demographics. I'm sure Proto wanted to market their "Proto Tools" as a "premium" line, and a full and comprehensive line at that where you could not only find combination wrenches, but line wrenches, crowfoot wrenches, tappet wrenches, torque wrenches etc. Where proto tools are sold I'm sure they wanted their brand well represented and well displayed.
If Proto wanted to market some of their combination wrenches to harry homeowner they could rebrand, or dedicate some production toward another name, and now their fleet or challenger wrenches can be found at a small town hardware store or gas station that doesn't have a lot of inventory or an expensive display. They can sell their tools at Kmart and not cheapen the perception of their premium brand.
*That is my own opinion or guess anyway....