From Hitachi to HiKOKI The Evolution of Power Tools

From Hitachi to HiKOKI: The Evolution of Power Tools

1. The Context: Why the change?

It all began with a major financial operation in 2017. The multinational Hitachi Ltd. decided to sell its power tool division, Hitachi Koki Co., Ltd., to the American investment fund KKR (Kohlberg Kravis Roberts).

• The Separation: Following the sale, the company was no longer part of the Hitachi Group. Consequently, the right to use the "Hitachi" brand had a predetermined expiration date.

• The Birth of Koki Holdings: In June 2018, the company officially changed its name to Koki Holdings Co., Ltd.

• The HiKOKI Debut: The commercial brand HiKOKI (pronounced hai-koh-ki) was launched globally on October 1st, 2018.

2. Etymology of the Name

The name HiKOKI was not chosen by chance; it is a bridge between the past and the future:

• The initial "Hi": Recalls the old brand (Hitachi), but also symbolizes the English adjective High, referring to High Performance and High Reliability.

• KOKI: In Japanese (kōki), it means "industrial machinery". Effectively, the brand kept the heart of its original Japanese name, emphasizing manufacturing continuity.

3. The Challenge: "Change the name, not the substance"

The main marketing challenge was to reassure professionals. In an industry where brand loyalty is extremely high, changing a name can be risky. HiKOKI's strategy was based on three pillars:

4. Innovation as a Driver: The Multi Volt System

To prevent the rebranding from looking like a "retreat," the company simultaneously launched a revolutionary technology: Multi Volt batteries.

These batteries are capable of automatically switching from 36V to 18V depending on the tool they are mounted on. This was the winning move to prove that, despite the name change, the company was more innovative than ever, overcoming the power limits of the old 18V world without forcing users to replace their entire tool kit.

5. Current Positioning

Today, HiKOKI is firmly positioned in the Premium/Professional segment, competing directly with giants like Milwaukee, Makita, and DeWalt. While Hitachi was perceived as a solid but perhaps slightly "traditional" brand, HiKOKI has adopted a more aggressive aesthetic (acid green and black) and a total focus on ergonomics and cordless technology.

Fun Fact: In North America, the Hitachi brand was instead renamed Metabo HPT, to leverage the previous acquisition of Metabo and avoid confusion, although the products are the same as those sold as HiKOKI in Europe and Asia.

Technical Deep Dive: Multi Volt and Brand Comparison

Analyzing Multi Volt technology and the direct comparison between the "old" and "new" course allows us to understand why this transition was not just a label change, but a true technological leap.

1. The Heart of the Relaunch: Multi Volt Technology

The challenge of the cordless world has always been the balance between power (Volts) and runtime (Ah). Before HiKOKI, if you wanted more power, you had to buy 36V machines with huge batteries that were incompatible with your 18V drills.

How does it work technically? The Multi Volt battery (e.g., model BSL36A18) contains cells that the internal electronic circuit "switches" instantly based on the tool it is connected to:

• On a 36V tool: The cells are connected in series to deliver maximum power (ideal for heavy rotary hammers or 230mm grinders).

• On an 18V tool: The cells are connected in parallel, doubling the amperage (Ah) and ensuring extreme duration on impact drivers or jigsaws.

Competitive Advantage: HiKOKI created a unique ecosystem. You don't have to choose between two platforms; you have only one that "speaks" both languages.

2. Direct Comparison: Hitachi vs. HiKOKI

Let's take one of the most iconic tools for professionals: the Impact Driver. Let's see how the top-of-the-line model evolved during the transition.

What really changed?

• Heat Management: Switching to 36V (thanks to Multi Volt) allows the delivery of the same power with half the current (Amperes). The result? HiKOKI motors run much cooler and last longer under intensive stress.

• IP56: HiKOKI pushed hard on dust and water jet certification, making the machines much more resistant on "extreme" jobsites.

• Ergonomics: HiKOKI further slimmed down the tool bodies, shifting the center of gravity to reduce wrist fatigue.

3. Why choose HiKOKI today?

Choosing HiKOKI today means accessing:

• The 36V Ecosystem: Use a grinder with the same power as a corded one, using the same battery as your drill.

• Warranty and Parts: The service network has evolved with digital tool registration via App for warranty extensions.

Technical Note: A 2.5Ah Multi Volt battery at 36V automatically becomes a 5.0Ah battery when mounted on an old 18V Hitachi tool. It's like having a "magic fuel tank" that doubles its capacity depending on the car you drive.

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This visual collage was designed to clearly showcase the technological continuity and innovation during the transition from the Hitachi brand to HiKOKI.

Here are the key elements represented in the different sections:

• Hitachi Heritage (Top Left): This section features iconic and historic models, such as the DH24PH rotary hammer and the WH18DBDL impact driver, which built the brand's reputation for reliability. The slogan "SAME QUALITY, SAME DNA" emphasizes that the engineering foundation remains unchanged.

• HiKOKI Innovation (Top Right): Shown here are the new models leveraging 36V MULTI VOLT technology, such as the WH36DC impact driver and the DH36DPA rotary hammer, equipped with "ADVANCED BRUSHLESS MOTORS." A more modern and aggressive design is evident, while maintaining the distinctive brand colors.

• Garden & Outdoor Range (Bottom Right): This section specifically addresses the evolution of gardening equipment. It compares legacy models (such as the CG27ECP petrol brushcutter) with the modern Multi Volt cordless range, including the CG36DA brushcutter, the CH36DL hedge trimmer, and the CS36DL chainsaw.

• Central Technical Section (Bottom): This visually demonstrates how a single BSL36A18 battery is compatible with both legacy 18V Hitachi machines and the new 36V HiKOKI tools, summarizing the etymology of the new name ("Hi" for High Performance and "KOKI" for Industrial Machinery).