The Stihl Group was able to increase its turnover to 5.33 billion euros last year – an increase of 1.1 percent compared to the previous year (2023: 5.27 billion euros). Although the year 2024 was characterized by persistent retention of purchase, geopolitical uncertainty and regionally different economic development, sales are still at a significantly higher level than before pandemic. The leading manufacturer of chainsaws and motor -driven garden tools abroad generated more than 90 percent of sales.
“We are driving the transformation of our company from a position of strength,” emphasizes Michael Traub, CEO of the Stihl Group, when presenting the year 2024. “Despite the economic headwind, we remain able to act and invest specifically in future technologies, innovative products as well as the further development of our international distribution and our locations.”
The increase in the group’s equity ratio from 65.9 percent to 69.0 percent demonstrates the economic solidity of the family business. The group’s liquidity also developed positively. In principle, all investments of the group will continue to be financed from their own liquid funds.
As of December 31, 2024, the Stihl Group employed 19,732 employees worldwide, an easy decline in the previous year (2023: 19,805).
Global market development: regionally differentiated, strategically focused
North America Stehl’s strongest region remains with around a third of the total turnover. Despite a weak consumption area, the company managed to defend market shares, primarily by expanding the specialist retail network.
In Latin America On the other hand, a combination of political uncertainty, weather extreme and economic weakness had a negative impact on business development. A double -digit decline in sales occurred, especially in Argentina. “However, we see the first signs of economic recovery there and expect a revival of demand in the current year,” said Michael Traub.
In Western Europe there was a differentiated picture. While the company suffered from the general half of the year in the first half of the year and a weak construction economy, a combination of improved weather conditions and targeted sales measures in the second half of the year led to a significant increase in demand. Especially in Great Britain, Stihl was able to achieve double -digit sales growth. The German market also developed above average.
Eastern Europe However, remained under pressure, especially the consequences of the Ukraine War, showed slight recovery tendencies over the course of the year.
Africa developed positively. Two -digit sales growth confirmed the strategic decision for targeted investments in building up several subsidiaries in this region.
In Asia attracts the demand for a dent in 2023, especially in China, which continues to become more important both as a production and sales market. India also lists good growth rates.
Battery transformation: Stihl is actively and market-oriented to change the change
With a share of 25 percent in total sales, battery products are a growing part of the Stihl portfolio (2023: 24 percent). They already dominate sales in Western Europe, while other regions catch up with different dynamics. In the case of sales, the battery share in Germany and Switzerland is around 60 percent. Around every second Stihl product sold in neighboring countries such as Austria, Scandinavia and the Benelux countries is battery-operated.
“For us, transformation to battery products is a crucial step to ensure our technology leadership in the future,” says Traub. “We are investing specifically in the development of powerful battery products and the associated charging infrastructure. This is the only way we can meet the high demands of our customers worldwide.”
Stihl follows a flexible, market -related approach: Eight strong sales regions worldwide are established with regional decision -making competence – for example in Western Europe, North and South America, Africa, Asia and Oceania. This structure allows you to react differently to market requirements and development paths.
Investments: secure the future – even in demanding times
Stihl invested 349 million euros worldwide in 2024, including 133 million euros at the parent company in Germany, for example in EC engine production and a new service building in Werk 2 in Waiblingen. Internationally focused on the expansion of the battery production at Stihl Inc. in the USA ($ 60 million) and the new work in Romanian Oradea with an investment volume of over 100 million euros. The latter is to be inaugurated in October 2025 and will be an important production location for battery products and the associated battery packs in the future.
Chief house: Waiblingen in the center of the transformation – strategic further development of the locations in the parent company
In 2024, the main company generated sales of 1.63 billion euros (2023: 1.58 billion euros). As of December 31, 2024, 6,064 employees were employed by the parent company (2023: 6.003), which is a moderate increase.
At the headquarters in Waiblingen, Stihl faces profound changes. The conversion from petrol to battery products requires a realignment in both production and in the administrative areas.
“We design our locations in the region with a sense of proportion and responsibility,” emphasized Michael Traub. By buying the factory premises on Stuttgarter Straße in Waiblingen – formerly Syntegon – Stihl creates space to consolidate previously distributed office and administrative areas. FORMATION SECORMATIONS IN THE region are possible, but are not the focus.
In order to secure competitiveness at the Germany location in the long term, Stihl adapts its cost and personnel structure to the reduced growth forecasts. A group -wide cost reduction program that also brings changes in the main company will continue until at least in the late 2026.
Personnel adjustments are socially acceptable at the Waiblingen location – including through fluctuation, partial retirement models and voluntary agreements. In the past few months, noticeable progress has been made.
“Despite adverse frame conditions, the location of Germany remains of strategic importance and the Waiblingen region remains our homeland,” said Traub. “At the same time, we also strengthen our group by moving important decision -making skills to the markets and further optimizing our global manufacturing network.”
New products: powerful, sustainable and customer -oriented
Stihl continues to set a sign of technological excellence and market understanding. The product offensive of the past few months includes both professional applications and solutions for ambitious private users. Examples can be cited:
For professionals:
- The back-bearing battery leaf blower Bra 600 convinces with maximum and constant blowing force of up to 35 Newton, low-noise operation and ergonomic design- ideal for noise-sensitive inserts in municipalities and in gardening and landscaping.
- The HSA 140 cordless hedge trimmer also offers a constant number of lifts even at high loads. Thanks to its low vibration and noise, it is ideal for professional work without hearing protection – even in noise -sensitive areas.
- The handy battery truck cutter GTA 40 meets the highest requirements for specialized applications in professional tree care.
For ambitious private users:
- The new MSA 80 chainsaw from the AK battery system is ideal for private tree cuts – with low weight, good cutting performance and intuitive operation.
- The FSA 110 Motor Senses convinces with high performance, low weight and a practical quick -change system that allows the swap head to swap the mowing head in no time at all.
- With the new AP 20 and AP 30 batteries, Stihl ambitious private customers open up access to the professional AP system – with attractive entry prices and at the same time high lifespan.
Motomix Eco 20 was introduced for emission -conscious users of benzing devices. The pre -mixed special fuel contains 20 percent biogenic raw materials and reduces CO2 emissions in use by at least 25 percent compared to regular fuel – without compromises in performance or lubricating behavior.
Outlook: Stihl remains designing power in a volatile market environment
Stihl CEO Michael Traub will run out of moderate sales growth in the low single -digit range for the coming years – with high competition and transformation pressure at the same time.
The company reacts to this with strategic clarity, willingness to invest and innovative strength. The decisive success factors remain the proximity to the customer, the technological development of the products and solutions as well as the consistent expansion of global presence.
“Our customers, our specialist retail partners and our employees worldwide know: Stihl remains reliable, invested in a targeted manner and designs his way into the future and with a sense of proportion,” explains Michael Traub. “We are a change in change – and at the same time a company with fixed values and a clear claim: to make it easier for people to work with and in nature.”