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What really SELLS the Snap-On brand in the US are the facts that their trucks routinely go to every auto dealership and every auto repair garage every day and will deliver a tool or replace it on the spot without the mechanic needing to leave work and go to a tool store, like Sears, to buy what they need or wait for the store to order it.
People don't realize how important those trucks are to mechanics. If mechanics buy the tools with lifetime warranties then they never have to worry about getting it replaced if broken. For tools with lesser warranties they have rebuild programs that can save the user a lot of dough.
Also real high on the list is that your are getting tools of a known quality. With the way some of the store brands have gone to hell, Sears with Craftsman being one big name, this is very important. It use to be that Craftsman offered serviceable tools but that is apparently a thing of the past. So yeah getting a good quality, tool with a warranty, is a big deal for most mechanics.
In some case the difference in quality of the tool is massively in favor of Snap-On. Even your local discount auto parts stores have tools that are basically crap. Yeah you can get cheaper but you need to work a lot harder to get better tools.
Also the fact that Snap-On will finance the tool for any working mechanic. As a mechanic they might suddenly need a special wrench to adjust the carburetor on a '58 Chevy and they can wait till the Snap-On truck arrives that day and buy one without losing any time away from work or having to wait until they can afford to buy the tool. That allows the mechanic to possibly finish that job that day instead of stopping and starting, and at even at a third or a half (the mechanic's share) of the $120 per hour that garages frequently charge, it MAKES money for them. It's a great convenience but they PAY for that convenience!
You also have tax considerations. After all most mechanics in the USA are independent businessman in some shape or form.
I'm not sure why people get so upset over the convenience issue, which frankly is why the trucks exist. Most people can do their taxes themselves but often hire somebody to do the taxes for them every quarter or year. So they pay for the convenience instead of doing it for free.
I'm not trying to be a fan boy here but rather just find it perplexing that Snap-On gets picked on in this way.