MEMBER FEATURE
SEEING RED!
Milwaukee says it is leading the world in Cordless Power Tool innovation and in 2021 it has its sights firmly locked on growing its penetration in the Automotive Industry. Supported by an aggressive product launch schedule, there is little doubt visitors will start ‘seeing red’ more often when visiting their local automotive workshop Milwaukee Tool has a rich history in the automotive industry, providing trade solutions for transportation professionals for over 96 years. “Our mission is, and always has been, to improve the lives of our users,” Milwaukee Tool National Business Manager – Brand, Tom Mathiesen, said. “Our team is committed to working beside independent automotive workshops to learn about your biggest challenges and engineer products to help you overcome them.” Milwaukee’s long and successful history can be traced back as far as another icon of automotive innovation, the Model T Ford. “As the end of the First World War drew near, Model T car magnate Henry Ford approached a young manufacturer named A.H. Petersen with a challenge,” Tom explained. “Ford challenged Petersen to produce a smaller, lighter, portable 1⁄4” capacity power drill.” A.H. Petersen, who had already been producing tools and dies for the Ford Motor Company for several years, seized the opportunity to provide Ford with the tool he needed to streamline the Model T production. “Previous models of two-handed drills were heavy and cumbersome,” Tom described. “Only a few of the strongest mechanics could use them productively, but when Petersen presented Ford with his solution, The Hole-Shooter, it changed the course of automotive history.” Weighing in at only five-pounds and powered with a series type Westinghouse motor, the HoleShooter was the industry’s first, lightweight, one-handed drill. “When a disastrous fire hit Petersen’s facility, his colleague A.F. Siebert bought the business intending to develop the Hole-Shooter under his newly formed enterprise, the Milwaukee Electric Tool Corporation,” Tom said. “From that moment, the industry was propelled through countless revolutions and industrial triumphs. Today, that trajectory has not stopped. And neither have we.” Henry Ford’s initial request shaped not only the history of Milwaukee Tool, but also shifted the entire automotive landscape. “The world around us may have changed, but our commitment to the automotive industry hasn’t,” said Tom. 64
Australian Automotive Aftermarket Magazine February 2021
“Milwaukee Tool is as dedicated now to overcoming your challenges as we were over 96 years ago.” Whether it is cordless impact wrenches or under hood lighting, Milwaukee Tool explains it has developed the power tools, hand tools, and accessories that help every workshop be safe and efficient and is dedicated to providing trade solutions for professional users. “Our ‘Nothing but Heavy Duty’ tools are made to withstand the harshest, most demanding challenges in modern transportation,” said Tom. “We make it our business to get on-site with you to learn first-hand where our products are most needed, and how we can make them even better.” Working closely with the Australian and New Zealand transportation industries, the Milwaukee Job Site Solutions (JSS) team helps the business stay one step ahead of the ever-changing automotive sector demands. Tom explains this connection means that all Milwaukee solutions are efficient, more productive, safer to use, and, most importantly, geared for professionals. “Our Job Site Solutions team consists of experienced, trade specialised experts, with knowledge across all modes of transport,” said Tom. “They’ll bring the best advice and the best range of transportation-focused power tools, hand tools, and accessories to your workshop. “From repairs and maintenance to bodywork and detailing, our site specialists ensure that the tools you have on hand, your ways of working, and your workshop’s safety and efficiency are maximised.”
Rob Herrod, the man behind the legendary Herrod Performance, has witnessed countless advancements in the automotive industry. He has also seen the evolution of automotive tools and is a staunch supporter of the Milwaukee brand. “I started my career in 1975 as a mechanic when I was just 15 years old,” Rob said. “The only thing, other than hand tools we had back in those days, was an air gun.” But that all changed when his first gamechanger in his father’s workshop was the purchase of an electric gun for removing wheel nuts. But that came with its own set of challenges – namely, hoses and cords. “It was a nuisance. The cord would break. The cord would twist. And it would always break down and play up,” Rob described. The move to a cordless workshop has been a blessing for Herrod, who says that cordless
