Your link shows 5 different HF stock numbers. Which is the good one? You can actually get parts for DeWalt and Mikita. Anything from HF is a throw away after 90 days, unless you BUY extended coverage. They don't fix, they exchange. After you lay out the extra money, you might as well have bought the DeWalt or Makita. Their owner's manuals have part numbers next to the parts.
Sent from my SM-G900V using Tapatalk
And then Milwaukee, Makita, or DeWalt will charge you $60 for a trigger on your $100 drill. The only power tools I've ever repaired have been my father's really, really, really, old Milwaukee corded drills, and the parts weren't cheap for that either. I had my porter cable 20V drill break (it's a DeWalt drill, many parts even interchange) and they wanted $70 for the front half/gearing of the drill. It was $90 new with two batteries. Same story with every other power tool that I've had break. When it breaks, it's usually only a few bucks more to get a new one with a few more batteries or a charger.
They purposely price the repair parts high so that you just buy a new one. That's just an industry standard at this point.
Only a 90 day warranty on the Hercules and Bauer tools? Hard to switch from Milwaukee or Makita based on that...
I doubt they are looking to steal away Milwaukee, Makita, Dewalt, Bosch, etc users. They're aiming mostly for Black and Decker (I would buy one of these HF ones over a crappy B&D anyway, those are truly junk). Also a bit fro Ryobi, Porter Cable, Kobalt, and other lower tier, but decent, power tools.
Before someone jumps in asking why compare themselves to DeWalt then, ask why did they compare themselves to Snap On? Do you really think HF thought they were producing tools as good as Snap On? No, but if they advertise their tools as competitive with the presumed "best" in the industry, that'll sway a lot of homeowners over to their brand, thinking it's a good brand.
Think of it this way, if a new car company comes in and starts advertising their vehicles are almost as fast as a Ferrari (and many current car companies do this actually, saying their sport model was faster than "insert exotic car" in "obscure metric of performance") or they came in and said it will absolutely smash a Toyota Camry in a drag race (both easily would apply to the same car), how does your perception of the car differ? By comparing to a Ferrari, they ride on the coattails of Ferrari just by saying that their car can do somethings an exotic car can do.
Same concept here, compare your products to a high quality, well known, established tool brand, and even if they aren't as good, the average consumer has the perception that Hercules and DeWalt are competitors, so the Hercules must be good if it can be compared to the DeWalt. When a consumer is shopping the Hercules against Ryobi, PC, and B&D by price point, the perception of quality remains and they are likely to buy it because they believe it to be a superior tool. This is essentially psychology in marketing, and it's super effective on most people who are not very well informed.
Their cordless tool recipes/strategies just don't make sense - you don't need to be a Harvard Business grad to figure that out!