This year at the SEMA show, we visited the Carlyle Tools booth and sat down with Joe Sabo, senior product manager, who was there to greet us and show us what they had going on at the booth.
The first thing you notice at the Carlyle booth is the venom green color that’s on everything.
“We’ve been in the marketplace for about 15 years, but three years ago, we really decided to reinvent ourselves and reimagine what our goals with this brand were, and that is to really reach the next generation, gen Z,” Sabo explains. “And what better way to do it than with all of this bright shiny chrome stuff and the venom green packaging and midnight oil?
“And we didn’t just stumble upon this,” he adds. “We didn’t just throw darts at a dart bar and get lucky. We did a lot of market research. We went out and we collected a lot of consumer insights.”
From there, Joe shows us some of the individual tools that were on display.
“We’ve got over 5,000 SKUs in the range. They wouldn’t let me bring it all,” he jokes.
Joe gives us a demonstration of the new 29-piece hyper-point step drill bit set, and later, one of the company’s blow guns.
To see those demonstrations and learn more, watch the video above.
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