1. FEIN Powerclass 2013 1

2. The new Powerclass Communication market launch
Presentation of the single drill and impact drivers
Who are our competition?
Sales argumentation
Selected technical details
Question & Answers
Outlook marketing elements
FEIN cordless assortment and combos 2

3. FEIN cordless drill/driver
With the launch of the universal drill/drivers, we define a new and own class which will communicate self-confidence. The name of this class is
„POWERCLASS“
We are not focused on technical details.
We achieve a perceived credibility via our standing in the market to be
#1 in oscillating applications
Quality leader for drilling in metal
To support this campaign and communicate this range easily, we have developed a new logo for the coming drill/drivers
This logo will be used on all communication elements to get a quick link to the new FEIN cordless drill/drivers. 3

4. Communication campaign
Non-verbal statement
The best drill/driver of its class
Headline
The FEIN among the drill/drivers.
Sub line
The new powerclass. With the know-how of the best and more than 145 years of experience. 4

5. Range of the new powerclass.
New cordless drill/driver 2013
4-speed drill/driver (ASCM)
2-speed drill/driver (ABS)…………
2-speed percussion drill/driver (ASB) ……………………………….
Impact driver (ASCD)
Significant user advantages through the FEIN system of battery, electronic and motor.
Extended battery life-time
High number of applications before re-charging (run-time)
High torque
Robustness 5

6. 4-speed drill/driver - ASCM
„Flag-ship“
The best drill/driver of its class. 6

7. Technische Daten 4-Gang Schrauber7

8. 2-speed drill/drivers – ABS, ASB
„Universal 2-speed drill/drivers“
Large number on options
with / without percussion mode
14 or 18 V batteries
4 Ah or 2 Ah batteries
Wide price offer.
Promotion drivers. 8

9. Technical data 2-speed drill/drivers9

10. Impact wrench and driver
Cordless impact wrench / driver
Small and light weight
Torque up to 250 Nm
Metric screws up to M16
Wood screws up to Ø10 mm
Tool holder ½ in or ¼ in. 10

11. Technical data Impact wrench and driver11

12. All products are FEIN tools.
Motor FEIN
Electronic FEIN
Gear Asia
Battery FEIN
Design FEIN
Housing FEIN
Assembly FEIN
Motor Asia
Electronic FEIN
Gear Asia
Battery FEIN
Design FEIN
Housing Asia
Assembly Asia 12

13. Positioning FEIN to competitors. IMPORTANT: compare equivalent products!
BL Motor
3-speed
BL Motor
ASCM
ABS, ASB
not yet an FEIN offer
Makita
BDF458RFE BDF459RFE
Bosch
GSR VE-2 LI Prof.
DeWalt
DCD980 M2
Milwaukee
FUEL M18 CDD
Metabo
BS LTX Quick
Makita
BDF456RFE
Bosch
GSR V Li Prof.
DeWalt
DCD780 L2
Milwaukee
C18 DD
Metabo
BS 18 LT
Products at the
End of their life-time
White Edition
Black Edition
Products at the
End of their life-time
Bosch
GSR 18-2 LI Prof.
Metabo
BS 18 Li 13

14. Competitors to ASCM Pro‘s + brushless motor + 4-speed
+ removable chuck
+ 3 yrs. warranty incl. battery
Con‘s
- length
- width
- even higher torques
- price 14

15. Competitors to ABS, ASB Pro‘s
+ 4-pole frameless motor with overload protection
+ large wholes in wood
+ price
+ 3 yrs. warranty incl. battery
Con‘s
- length
- width
- price 15

16. Competitors to ASCD Pro‘s
+ 4-pole frameless motor with overload protection
+ small and light weight
+ high torque
+ 3 yrs. warranty incl. battery
Con‘s
- length
- width
- electronic speed adjustment
- price 16

17. Why are the powerclass drill/drivers the best of its class?
The system of motor, electronic and battery
Advantages against most of our competitors. Based on the ASCM
Brushless motor
4-speed gear
Removable chuck.
FEIN batteries with 3 years warranty and FEIN SafetyCell Technology.
Additionally offers FEIN an unique assortment of cordless tools:
Best oscillating tools
Sheet metal working
drills
Special drivers for dry-wall- and metal-applications 17

18. Removable chuck and separate bit holder. Only ASCM QX!
Bit holder reduces the length and weight of the drill/driver
200gr. less weight
Better ergonomic
Tool-free and with one-hand removable
Chuck with spindle-stop
Allows to open and close the chuck with only one hand.
Carbide clamping jaws
Fixes the drill shaft securely even by highest torques.
Clamping force safety device
While fixing a drill in the chuck you can hear a quiet click of the clamping force safety device. This prevents the chuck from opening during operation. 18

19. Torque adjustment 4-speed drill/driver
Electronic torque stop in 15 levels plus drill level.
Functionality: torque is measured over the voltage consumption. Therefore the torque is different from gear to gear.
2-speed drill/driver
Mechanical torque stop through roller clutch
24 levels plus drill level
Functionality: the spring press the chuck together. The force of the spring determines the torque. Therefore the torque is equal in each gear.
Differentiation in the application
None! 19

20. 4-speed gear. Only ASCM! Precisely drilling with 3.850 U/min.
Advantages of a 4speed circuit in general are high torque and high speed.
Significant differentiation to competitors with 2 or 3-speed drivers.
The advantage in the application is easy to demonstrate with drilling wholes.
Shift between gears during operation will of course lead to excessvely wear and if it’s done permanently to damage.
Patent pending. 20

21. FEIN brushless PowerDrive Motor
FEIN stays independent from other motor manufacturers.
Motor is especially designed for power tools.
High efficiency.
Motor and electronic device is completely dust protected and nearly free from wear and tear.
No charcoal brushes.
The following advantages are recognizable to the end-users
Performance in terms of torque
Run-time, high number of fastenings per battery
High life-time; no replacement of brushes
The complete system containing motor, electronic, gear and batteries makes the FEIN drill/drivers to the best of their class.
Made in Germany 21

22. FEIN batteries with SafetyCell Technology
3 years warranty on batteries!
Limited to x charging cycles.
Extended warranty available by registration.
All batteries available with 4 and 2 Ah.
Customer has the choice how much capacity his application requires.
18V: 250gr. less weight and 70 EUR lower price
14V: 200gr. less weight and 60 EUR lower price
Separate communication link with emergency-stop-function protects tool and battery for overload.
Extended life-time
Real single cell protection
Protects battery during charging process
Ensures the entire capacity over the complete life-time of the battery. 22

23. Additional handle
Due to high torques and legal requirements, the ASCM 18 (QX) comes with an additional handle
Advantage: the defined positions on the gear housing prevent the handle from rotation during operation. 23

24. Pricing
Prices will be globally different and needs to be in line with the relevant competitive products.
Prices for Europe (without GB)
4-speed
2-speed drill/drivers
2-speed percussion drill/drivers
Impact drivers
18 V
ASCM 18 QX
449 €
ABS 18
369 €
ASB 18
389 €
Axx 18 IW
419 €
ASCM 18 QXC
379 €
ABS 18 C
299 €
ASB 18 C
319 €
Axx 18 IWC
349 €
ASCM 18
429 €
Axx 18 ID
409 €
ASCM 18 C
359 €
Axx 18 IDC
339 €
14 V
ASCM 14 QX
399 €
ABS 14
ASB 14
ASCM 14 QXC
ABS 14 C
259 €
ASB 14 C
279 €
ASCM 14
ASCM 14 C
Price logic based on the more powerful machine:
2Ah batteries 18 V
-70 €
2Ah batteries 14V
-60 €
removable chuck
20 €
percussion mode 24

25. Pricing battery and zero-machines
Prices for Europe (without GB). Same level as Bosch in order to be competitive
All products will be available as well without batteries and charger. Prices will be confirmed separately. Goal is to keep the FEIN systematic as on all other cordless FEIN tools:
18V: price advantage 210 EUR
14V: price advantage 190 EUR
Batteries
List price
Bosch
18V; 3Ah
153,00 €
110,00 €
18V; 4Ah
135,00 €
18V; 2Ah
90,00 €
14V; 3Ah
132,00 €
14V; 4Ah
14V; 2Ah
80,00 € 25

26. Demonstration Drilling in stone with percussion mode
Drilling with auger bit in the 1st gear.
Drilling with forstner bit e.g. 30mm in the 3rd or 4th gear.
Fastening in wood
8x300 is standard size for all drivers
10x400 fully threaded screw is the most demanding fastening demonstration. 18V; 4Ah batteries achieves 5 fastenings before battery needs to re-charged. Do not demonstrate this permanent. It would lead to excessive wear and the thermal overload protection will be activated soon. 26

27. Q & A Why has the ASCM a leaner handle as the others?
Cause on the ASCM is inside the handle only the switch and some cables. On the ABS, ASB and ASCD is additionally the electronic device inside the handle.
The weight of the powerclass drill/drivers are too high.
The weight of the drill/drivers are between 1.7 and 2.2 kg. With this we achieve very good results. In general all powerclass drill/drivers are designed for best performances. The weight can be additionally reduced by using 2Ah batteries.
The drill/drivers are too expensive.
The price for the FEIN powerclass is in line with the competition. All manufacturers offers more than only one performance category on cordless drill/drivers. Therefore it is important to compare the right machines with each other. The usage of 2Ah batteries or zero-machines offers possibilities to reduce the prices significantly. 27

28. Outlook marketing support
Communication
Dealer
End-user
Public relation
Display
Presentation on the shelf
shelf stopper
Poster
Roof-poster
ing
Online-Banner
Sales Fact
Merchandising-items
Test-Station
Website
Print-Mailing
ing
Advertising
Testimonial-Clips
Brochure
Online-Banner
Google / facebook Ads
Exhibition and trade fair support
Press release
Product tests
End-user reports
Editorial article
Exhibition PR 28

29. Display Description Functional Cardboard-Display Sample
81 CM
Description
Functional Cardboard-Display
Requires less space – 24 tools at 1 sqm.
Dealers can customize the content of the display
Sample
Muster 29

30. Display
Variablity
Sample
Sample
Sample 30

31. Display And further more… Positioning Flexible arrangement. 6 machines1 2 1 2 3 4 1
6 machines 1 2 3
12 machines
24 machines
And further more…
18 machines 31

32. Presentation on the shelf
New hook to present the drill/drivers optimal and requires only small part of the shelf.
Prominent, additional positioning:
Shelf-stopper announces the new product.
Sample
Sample
Sample 32

33. Brochure, print- and e-mailing
Presentation all new products, further FEIN cordless tools and combos.
All items are priced!
Print Mailing & ing
An attractive and eye-catching mailing to new and existing customers.
Sample
Sample 33

34. Development FEIN towards a cordless power tool manufacturer
Development FEIN towards a cordless power tool manufacturer. The first time we will present an assortment.
14 V
18 V
new
2013
new
2013
new
2013
New 2013
new
2013
New 2013
new
2013
4-speed drill/driver
2-speed drill/driver
percussion drill/driver
2-speed drill/driver
2-speed drill/driver
percussion drill/driver
Impact wrench
new
2013
new
2013
new
2013
Nibbler
Slitting shear
Sheet metal shear
Impact driver
SuperCut
Drill
Drill
MultiMaster
Dry-wall driver
Metal driver
Dry-wall driver
Metal driver
2-speed drill 34

35. Combos All combos contain 2 batteries and charger (ALG 50)
ProfessionalSet: Roof & Facade
ProfessionalSet Set: Dry-wall #1
ProfessionalSet Set: Dry-wall #2
14V: ASCS + ABLK (verfügbar)
14V: ASCT M + AFMM (verfügbar)
14V: ASCT + AFMM (verfügbar)
new
2013
new
2013
ProfessionalSet Set: Renovation
ProfessionalSet Set: Fastening .
Further combos will follow in If you have any proposals please contact your product management.
14V: ASB + AFMM
18V: ABS + ASCD
All combos contain 2 batteries and charger (ALG 50)
Pricewise attractive due to 2Ah batteries.
Further combos will follow. 35

36. Otherwise let‘s meet in the demo room for practical exercises!
The FEIN group is looking forward to the introduction of the new powerclass and presentation of an extended FEIN cordless range.
Any questions? –
Otherwise let‘s meet in the demo room for practical exercises! 36