Table of Contents

• A Quick History of EGO and Its Rise
• The Chervon Connection: Ownership and Global Ties
• What’s Changed: Leadership Departures and Marketing Shifts
• The New Silence: Where Did EGO Go?
• Customer Feedback: Batteries, Warranty, and Support Concerns
• Is EGO Having an Identity Crisis?
• How Tariffs and China Relations Might Be a Factor
• Why This Matters to Users and the Industry
• Final Thoughts: Still a Great Tool Brand, But Watch Closely

A Quick History of EGO and Its Rise

When EGO Power+ first hit the scene, it didn’t take long for them to stand out. While most battery-powered outdoor tools were struggling to keep up with gas performance, EGO came in strong with a clear message: power, runtime, and innovation, without the fumes. Their sleek designs, 56V ARC Lithium batteries, and serious performance made them a hit with pros and homeowners alike.

Backed by Chervon, a large global tool manufacturer, EGO quickly expanded its lineup, including mowers, blowers, string trimmers, chainsaws, snow blowers, all built on the same battery platform. And they didn’t just launch products. They built a strong brand identity, using aggressive marketing, bold packaging, and a clear message: Gas power without the gas.

They gained loyal fans fast. People trusted the tools, liked the design, and appreciated the forward-thinking engineering. For a while, EGO was everywhere: retail displays, online reviews, sponsored content, and social media. It wasn’t just a tool line, it was a movement.

But like many rising brands, maintaining that energy over time is tough. And now, users and industry insiders are starting to ask: Is something changing?

The Chervon Connection: Ownership and Global Ties

EGO is a brand under Chervon, a multinational company based in China with global manufacturing and R&D operations. Chervon isn’t some fly-by-night operation, they’ve been around for decades and also own brands like SKIL and Flex. They’re a serious player in the power tool and outdoor power equipment (OPE) space.

While EGO is heavily marketed in the U.S. and often perceived as an American brand, the reality is more complex. Its products are designed, engineered, and manufactured under a Chinese-owned parent company, and like many global companies, parts and supply chains stretch across borders.

Normally, that wouldn’t raise any red flags, especially since the tools have historically delivered strong performance and reliability. But in recent years, the landscape has shifted:

• U.S.–China relations have tightened, with increasing tariffs and trade friction.
• Supply chains have become more fragile, especially post-COVID.
• And some American consumers and contractors have started asking harder questions about where their tools come from, who owns the brand, and how it affects warranty support and parts availability.

None of this means EGO is doing anything wrong. But it’s a real part of the conversation, especially as pricing goes up, service gets slower, and customers start noticing a difference in how the brand feels.

What’s Changed: Leadership Departures and Marketing Shifts

One of the things that made EGO special, especially in its rise to the top, was its people. We knew many of them personally. It didn’t feel like a faceless corporation; it felt like a team. A team that genuinely cared about the tools, the customers, and the community around them.

A perfect example of that was Joe Turoff, EGO’s longtime Chief Marketing Officer. Joe was with the company for nearly 20 years. He wasn’t just pushing ads, he was the heartbeat of the brand. He bled EGO green. He made time to talk with customers, influencers, pros and homeowners. He listened to feedback, paid attention to trends, and kept a pulse on what real users were saying. Joe helped build the trust and personality that made EGO feel connected.

But he’s gone now, along with many others who helped shape that original vision. Since those departures, the entire vibe has shifted. Communication has gone quiet. No updates. No energy. No outreach. What once felt like an engaged brand now feels like a black hole. Crickets.

That raises real questions:

• Who’s driving the brand now?
• Is there still a long-term vision, or just budget meetings?
• Is the focus still on innovation and customer experience or just protecting margins and job titles?

Adding to this change is the new external marketing agency they've brought in. Since that transition, EGO’s visibility has practically vanished. For a brand that used to dominate social media, retail displays, and the influencer space, it’s a noticeable and confusing pullback. And if you know how outsourced marketing firms work, it makes sense: they often demand big budgets, spend most of it internally, and rely on outdated or legacy ad channels. The passion and pulse? Gone.

It doesn’t mean EGO is doomed, but it does feel different. And in a market where trust is everything, that difference is starting to matter.

The New Silence: Where Did EGO Go?

Not long ago, you couldn’t scroll through a feed, visit a hardware store, or watch a tool review without seeing EGO. Their presence was loud, confident, and everywhere. Whether it was a new mower launch, snow blower demo, or behind-the-scenes engineering feature, EGO was active, visible, and engaged.

But today? It’s like they vanished.

The brand that once led the battery-powered OPE conversation is now strangely absent. There are fewer product launches. Fewer retail pushes. Fewer partnerships. And from our side, Tools in Action, we’re seeing the difference in DMs, emails, and general buzz. People are asking: What’s going on with EGO? Are they still innovating? Is something wrong?

It’s not just users noticing, it’s also creators, dealers, and pros. The connection between EGO and the people who built the brand with them has frayed. That absence of communication creates confusion and, frankly, doubt. When brands stop showing up, people naturally assume something’s off.

Yes, marketing strategies evolve. But when visibility drops off a cliff, and the old voices disappear, it doesn’t look like a quiet rebrand, it looks like disconnection.

It leaves loyal customers wondering:

• Are new products still coming?
• Is EGO still leading in innovation?
• Do they even care what their longtime fans are saying?

This silence is fueling the perception that something has changed, not just in how the company is being run, but in what it stands for now.

Customer Feedback: Warranty, and Support Concerns

EGO has built a strong reputation over the years for quality and performance, especially when it comes to their batteries and brushless motors. But recently, the feedback we’re seeing paints a more complicated picture.

We’ve noticed a sharp increase in DMs, emails, and online posts from frustrated customers, many of them longtime EGO users. The most common complaints include:

• Battery failures outside the expected lifespan or even within warranty
• Warranty claims being denied for unclear or inconsistent reasons or taking to long to fix the issues
• Slow or non-existent customer service responses
• Confusion over replacement part availability

To be clear, every major tool brand gets complaints. No product is flawless. But what stands out here is the volume and consistency of the feedback, and the fact that it’s coming from people who were once brand advocates. Folks who used to say “just get the EGO, it’s worth it,” are now hesitating or even warning others.

There’s also concern that as pricing continues to rise, the gap between performance and support is widening. When you’re spending top-dollar for a mower, snow blower, or multi-head system, you expect the company to have your back if something fails.

And without the same level of communication or leadership presence from the brand, customers are starting to ask hard questions:

• Is the quality slipping?
• Is the service department overwhelmed?
• Or is the company just too disconnected from the user base now?

It doesn’t mean EGO’s products are suddenly bad, many of them are still excellent. But perception matters. And right now, the perception is shifting, and not in a good direction.

Is EGO Having an Identity Crisis?

For years, EGO had a clear identity: innovative, high-performance battery-powered tools with a premium feel and pro-level results. They weren’t trying to be a budget brand. They weren’t chasing gimmicks. They had a bold look, strong engineering, and a confident voice that made them stand out.

But now? That identity feels blurred.

Without the original leadership, with outsourced marketing, and with declining visibility, it’s hard to tell what EGO wants to be in 2025. Are they still the cutting-edge disruptor in the OPE space? Are they chasing mass market appeal? Or are they simply coasting on past success?

There’s a disconnect between the quality of the tools and the way the brand is behaving. The tools still perform well, we use them and still recommend many of them. But performance isn’t the only thing that builds trust. Consistency, communication, and a sense of direction matter too.

When loyal customers don’t hear from the brand...
When product launches slow to a crawl...
When warranty claims feel like a gamble...
It all adds up to uncertainty. And uncertainty kills momentum.

At its peak, EGO didn’t feel like a generic tool brand, it felt like a movement. Right now, it feels like a company that hasn’t decided what it wants to be next.

That doesn’t mean it’s over but it might be a turning point.

How Tariffs and China Relations Might Be a Factor

EGO is owned by Chervon, a global company based in China and that matters, especially in today’s trade environment.

Over the last several years, the U.S.–China relationship has been defined by tariffs, political tension, and economic uncertainty. Power tools and outdoor equipment haven’t escaped the impact. In fact, many products manufactured in China, including outdoor power tools and batteries, have been subject to import tariffs as high as 25%.

What does that mean for EGO?

• Higher costs to import products into the U.S.
• Pricing pressure at the consumer level
• Margin pressure at the brand and distributor levels
• Potential supply chain delays or restrictions, depending on how U.S.–China trade policy evolves

Add to that the increasing scrutiny from some consumers about where products are made, and suddenly EGO’s position gets more complicated. While the brand has tried to maintain a strong presence in U.S. retail, its overseas ownership and manufacturing could put it at a disadvantage in a market where “Made in America” sentiment is rising, especially in the trades.

This isn’t unique to EGO, Milwaukee (owned by TTI, a Hong Kong–based company) is in a similar boat. But the difference is that Milwaukee has doubled down on U.S.-based branding and visibility, while EGO seems to have pulled back.

The result? Consumers notice. They’re asking more questions. And in a high-price, high-trust category like battery-powered outdoor tools, that shift in perception matters.

Again, this doesn’t mean EGO is doing anything wrong. But global pressures, trade friction, and manufacturing realities may be playing a quiet but significant role in how the brand is evolving.

Why This Matters to Users and the Industry

Most people don’t follow brand ownership changes, leadership shakeups, or trade policy. They care about one thing: Does the tool work, and can I trust the company behind it?

That’s why what’s happening with EGO matters.

This brand wasn’t just another battery tool company. It helped push the industry forward, proving that cordless OPE could be powerful, professional-grade, and a real alternative to gas. It raised expectations. It built trust. And it earned a loyal base of users who proudly backed the green.

But when that trust gets shaken by poor service, quiet exits, vanishing visibility, or questions about long-term direction, people start to look elsewhere.

And it's not just about EGO. This is a bigger conversation about the future of the industry:

• What happens when brands lose their internal vision and hand the reins to outside firms?
• What happens when the connection between company and customer breaks down?
• What happens when rising costs, global tension, and supply chain pressure start to bleed into product reliability and service?

The answers impact not just how we buy tools, but how we recommend them, how we review them, and how we invest in platforms long-term.

EGO helped define a new era of outdoor power. The question now is: can they keep leading it or are they in danger of becoming just another name on the shelf?

Final Thoughts: Still a Great Tool Brand, But Watch Closely

We’ve been big fans of EGO since the early days. We’ve used their products, recommended them, and seen firsthand how they helped change the game in outdoor power equipment. That hasn’t changed, their tools are still capable, powerful, and well-designed.

But something around the brand has changed. The people who built it, the ones who listened, engaged, and gave EGO its edge, are gone. The communication has dried up. The marketing feels lifeless. The visibility is nearly zero. And most importantly, customers are starting to feel it. Whether it’s warranty issues, battery concerns, or just a lack of connection, the shift is real.

This article isn’t about bashing EGO or Chervon. It’s about laying out what we and a growing number of users are seeing. When a trusted brand starts to go quiet, people notice. When the vibe changes, they talk. We’re just putting that all in one place.

EGO still has time to get it right. But it’s at a fork in the road. If it wants to stay a leader, it needs to find its voice again and reconnect with the community that helped build it.

Because if it doesn't? The market moves on. And brand loyalty is a hard thing to win back once it’s gone.