SONIC Equipment, the world’s market leader in premium hand tool and tool storage systems, has expanded into the North American market with a new subsidiary, SONIC Tools, headquartered in Auburn, Alabama. 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 brand is also the official hand tool of the International Motor Sports Association (IMSA).

Unlike traditional automotive tool distribution models, SONIC Tools offers its world-class product portfolio of hand tools, toolboxes and storage systems as a solution for increased service operation efficiency.  SONIC advocates that service centers, whether a franchised dealer or independent shop, provide technicians with full access to tools of the trade. Currently, an aspiring automotive service professional must incur a significant debt load to equip a professional-level tool box. SONIC fervently believes that investment on the front end will attract the best technicians and improve turnover rate.

“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, Chief Marketing Officer, SONIC Tools. “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.”

Unique features such as the SONIC Foam System (SFS), the company’s custom-molded and tagged tool box trays, ensure that 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. Exceptional European design, world-class manufacturing quality and ultra-competitive pricing all combine to create the best hand tool and tool storage value in the industry.

SONIC Tools are the preferred hand tool partner by some of the best automotive brands in the business. In Europe, SONIC Equipment partnerships include Volkswagen service centers and Master Work Stations (MWS) at Lamborghini service centers. SONIC is the exclusive tool supplier to Volkswagen throughout Europe and the only tool brand awarded a VW parts number.

With a range of organizational solutions that fit professional workshops, home garages and on-the-go do-it-yourselfers, SONIC Tools and storage systems meet multiple repair job needs.  The company’s line of portable toolboxes, both filled or ready for a cherry-picked selection of hand tools, means the SONIC customer is always ready for fast repair – at the track, at home or on the job.

As part of SONIC Equipment’s North American introduction, the International Motor Sports Association (IMSA) and Sonic Equipment have announced a multi-year agreement that presents SONIC Tools as the Official Hand Tool Supplier of the WeatherTech SportsCar Championship and Michelin Pilot Challenge.


SONIC Tools is the North American subsidiary of Netherlands-based SONIC Equipment, the world’s market leader in the design and manufacture of premium hand tools and tool box systems for both commercial and consumer use. SONIC Tools’ precision-crafted tools, tool boxes and wall systems are found in the world’s most progressive automotive enterprises, service centers, race shops, aftermarket businesses and personal garages. Headquartered in Auburn, Alabama, SONIC Tools distributes and retails the brand’s complete line of professional products, all developed to make repair and maintenance easier, faster and more efficient. To learn more, visit and learn the latest from @SonicToolsUSA on Twitter.

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