AUBURN, Ala.—The Netherlands-based Sonic Equipment B.V., a distributor of hand tools and tool storage systems, is seeking to expand into the North American market with the establishment of a subsidiary, Sonic Tools USA, in Auburn.
Sonic Tools will serve the needs of U.S. and Canadian automotive dealerships, independent service centers, competition and tuner shops, technicians and do-it-yourself automotive enthusiasts, the company said. The brand is the official hand tool of the International Motor Sports Association (IMSA).
“Sonic hand tools and storage systems are designed to increase efficiency at every level of the modern automotive service operation, from higher productivity to stronger talent retention,” said Colby McConnell, Sonic Tools CMO.
“As a leader in the hand tool and storage system industry in Europe, Sonic has built a strong reputation as the brand of choice among performance-focused automotive manufacturers, and we're ready to prove to North American professional customers and consumers why our products should be in their workshop.”
Sonic touts its Sonic Foam System, the company's custom-molded and tagged tool box trays, that ensures professionals have the fastest possible access to the right tools, at the right time. The system also reduces costs associated with misplaced or missing tools, the company said. The tools feature European design, quality manufacturing and competitive pricing, the company claims.
The tool boxes and carts are designed for repair shops as well as home garages and are available filled with tools or a custom selection of tools.
In Europe, Sonic Equipment partnerships include Volkswagen service centers and Master Work Stations (MWS) at Lamborghini service centers. Sonic noted that it is the exclusive tool supplier to Volkswagen A.G. throughout Europe and the only tool brand awarded a VW parts number.
As part of Sonic Equipment's North American introduction, the IMSA series and Sonic Equipment have announced a multi-year agreement that presents Sonic Tools as the official hand tool supplier of the Weather-Tech SportsCar Champion-ship and Continental Tire SportsCar Challenge.
Sonic Tools debuted as an exhibitor at the 2015 Specialty Equipment Market Association (SEMA) Show.
For more information, visit www.Sonictoolsusa.com.