Metabo Impuls: Shoddy Spelling Mistake or Must-Have Feature?

Screen Shot 2011-08-04 at 14.10.07

Marketing departments love it. They take an every day, common or garden English word and slightly alter its spelling. Not too much, mind. Just enough to almost confuse you. Quite what the thinking behind this is, is a little bit puzzling. However we're certainly comfortable blaming the marketing department.

You can almost hear the conversation...

Metabo Impuls"Right lads, the engineers have developed this new feature on our high-end tools. Apparently what it does, according to them anyway, is turn the motor on and off. Really, really quickly. Sort of like a pulse. On. Off. On. Off. They've told me it's like a 'strength boost' for tricky tasks."

"Ah, right. Ok. Sounds interesting. So, real world, on-site, practical applications?"

"Yeah, so, you're drilling into a shiny ceramic tile, yeah? You press a button and the motor sort of pulses? They say it'll give people more control, or something. It's like, they're saying the drill bit might normally slide over the tile. And that would ruin it? They've even claimed it'll make it possible to remove screws that have had their head damaged."

"Yeah, that sounds awesome."

Online_Video"I know! Anyway, we need a way to market this. So, first things first, we need a name. Joanne? Pop over to Starbucks for some double-tall skinny mochafannios. We've got to blue sky this thing..."

[Several hours later]

"Ok, so what have we got?"

"Well, you said it's like a pulse. And it's used things in. Could we call it "In-Pulse"?"

"No, that doesn't even make sense. Plus, I've already told you; you can pull things out, too. I know! Let's keep to the marketing tradition of slightly changing the spelling of an ordinary word. What about 'Impuls'?"


.....or something like that.

Anyway, the point is, Metabo have built this "Impuls" thing into some of their power tools. Their high-end power tools*.

Is Impuls a shoddy spelling mistake, a marketing ploy or actually a must-have feature?

Watch our demo video.

Metabo ImpulsSo, the principle is fairly straightforward, marketing speak aside.

You've got a switch at the base of the handle, that when depressed, causes the motor to pulse on and off. This gives you a tremendous amount of control over the output of the motor. At the business end, the drill bit - or screwdriver - will only spin in short bursts, per the amount you press in the trigger.

Therefore, as demonstrated, you can pull out that mangled screw. Or drill into a ceramic tile with a fantastic amount of accuracy and no "walking" from the bit. It also removes the need to centre punch, even when drilling into shiny steel pipe.

And as you'll notice on the video, once you've initiated your hole, simply press the Impuls button to turn the feature off and have access to the full load of torque and power your drill offers.

This is where you get to chime in; is Impuls a great idea or a gimmick? Let us know in the comments or on Facebook.

* Look out for Impuls on:


Toolstop on Tue, 20 Mar 2012 15:02:41 +0000 (Likes: 0 / Dislikes: 0

Thanks for your translations, very much appreciated Bakri

Bakri Eltom on Mon, 19 Mar 2012 16:42:37 +0000 (Likes: 0 / Dislikes: 0

Impuls is the correct german word for "pip", "pulse", "impulse", "momentum" ...
Can`t think of a better word describing this feature in german.

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