TULSA, Okla. - The company is based in the tiny European nation of Liechtenstein, but its goals for North America are anything but small.
"Within three to five years, we want to be the leader in this marketplace," said Jim Johnston, director of Hilti's North American rental division. "It's certainly ambitious, but we think it is realistic."
Hilti entered the North American rental market in July 1999. A year later, it has more than 300 sales representatives spread across the continent, marketing the company's entire product line - everything from hammer drills and breakers to screw-fastening systems, foams and chemicals.
The company's rental emphasis will focus on drills, breakers and other power equipment as Hilti attempts to cut into the business of market leader Bosch.
Much of the marketing effort will come through e-commerce. Beginning this month, a revamped company Web site allows rental centers, contractors and other clients to purchase Hilti tools and other equipment online, said David Adams, the company's senior product manager for e-commerce. Before the relaunch, 10 of the company's largest clients tested the site to conduct transactions, including purchases of items from Hilti's nine product lines.
Mirroring its Web site, Hilti is undergoing changes in terms of its philosophy and way of doing business.
Until recently, the rental business had never been a focus of the company's operations, Johnston said, but a realization of the North American rental market's magnitude changed that.
This market traditionally has focused on large equipment, with the tool side an afterthought, Johnston said. In Great Britain, one of Hilti's largest European markets, the division of rental between large equipment and power tools is split roughly 50/50, and Johnston said his company saw an opportunity to make strides in the tool side across the pond.
"Things have changed dramatically, and it's a change in mind-set for us," he said. "About half of our sales force now has rental accounts, and we feel our products are well-suited to the rigors of the rental industry."
