Waiblingen, 29.04.2025 | Corporate Press Release

• Annual revenue for 2024 increases to 5.33 billion euros - operational stability despite global headwinds
• Battery transformation progressing globally - STIHL responds to regional differences in dynamics with flexibility and market proximity
• High investments in locations, technologies, and product innovation - even in difficult economic times
• Waiblingen at the center of the transformation - comprehensive further development of regional sites planned
• STIHL focuses on innovative strength and customer proximity - new battery-powered products underline technological leadership

The STIHL Group increased its sales to 5.33 billion euros last year - an increase of 1.1 percent compared to the previous year (2023: 5.27 billion euros). Despite a year marked by restrained consumer spending, geopolitical uncertainty, and regional differences in economic development, 2024 sales remained well above pre-pandemic levels. The leading chainsaw and outdoor power tool manufacturer generated over 90 percent of its turnover outside its German home market.

“We are driving the transformation of our company from a position of strength,” emphasized Michael Traub, CEO of the STIHL Group, at the presentation of the 2024 annual figures. ”Despite economic headwinds, we remain strategically focused and continue to invest in future-facing technologies, innovative product solutions, and the development of our global sales and manufacturing footprint.”  

The increase in the Group's equity ratio from 65.9 percent to 69.0 percent demonstrates the financial stability of the family-owned company. Liquidity also improved, with all Group investments continuing to be financed from their own cash and cash equivalents.

As of December 31, 2024, the STIHL Group employed 19,732 people worldwide, a slight decrease from the previous year (2023: 19,805). 

Global market development: regionally differentiated, strategically focused

North America remains STIHL's largest market, accounting for around one-third of total sales. Despite a weak consumer environment, the company was able to defend its market share, primarily by expanding its local dealer network.

In Latin America, on the other hand, a combination of political uncertainty, extreme weather conditions, and economic slowdown had a negative impact on business development. Argentina, in particular, saw a double-digit decline in sales. “However, we are seeing early signs of an economic recovery and expect demand to pick up in the current year,” noted Michael Traub.

Western Europe presented a mixed picture. Low consumer sentiment and a sluggish construction sector impacted the first half of the year. However, favorable weather conditions and targeted sales initiatives drove strong demand in the second half, especially in the UK, where STIHL posted double-digit growth. The German market also performed above average.

Eastern Europe remained under pressure, primarily due to the consequences of the war in Ukraine, but showed slight signs of recovery over the course of the year.

Africa developed positively. Double-digit sales growth validated the company’s decision to make targeted investments in establishing several subsidiaries in this region.

In Asia, demand is picking up again after a dip in 2023, particularly in China, which continues to gain importance as both a production and sales market. India is also delivering healthy growth.

Battery transformation: STIHL is actively shaping change in a market-oriented way

Battery-powered products accounted for 25% of total unit sales in 2024, reflecting their growing importance in the STIHL portfolio (2023: 24 percent). Battery-powered tools already dominate sales in Western Europe, while other regions are catching up at different rates. In Germany and Switzerland, for example, battery-powered tools make up roughly 60 percent of unit sales. In neighboring countries such as Austria, Scandinavia and the Benelux countries, approximately half of all STIHL products sold are battery-powered.

“The shift to battery power is a decisive step in securing our technological leadership,” emphasized Traub. “We're investing heavily in developing high-performance battery solutions and the supporting charging infrastructure – ensuring we meet the evolving expectations of our global customer base.”

STIHL is adopting a flexible, market-driven strategy by establishing strong sales regions worldwide with regional decision-making authority tailored to local market dynamics – spanning Western Europe, Eastern Europe, North and Latin America, Africa, Asia, and Oceania. This structure enables STIHL to respond with precision to diverse market trajectories and customer needs.

Investments: Securing the future - even in challenging times

In 2024, STIHL invested 349 million euros worldwide, with 133 million euros allocated to the founding company in Germany (Stammhaus), covering EC motor production and a new service building at Waiblingen. Internationally, the focus was on expanding battery production in the U.S. with the completion of the 7,800 sq. meter facility in Virginia Beach, VA. As well as in Romania, where over 100 million euros were invested in a new plant in Oradea. Scheduled to open in October 2025, the Romanian facility will become an important production site for battery products and associated battery packs.

Stammhaus: Waiblingen at the center of the transformation – ongoing development of the sites at the head office

The founding company (Stammhaus) generated sales of 1.63 billion euros in 2024 (2023: 1.58 billion euros). As of December 31, 2024, it employed 6,064 people (2023: 6,003), representing a moderate increase.

STIHL is facing far-reaching changes at its headquarters in Waiblingen. The switch from gasoline to battery-powered products requires realignment in both production and administrative areas.

“We are shaping our locations in the region with a sense of proportion and responsibility,” emphasized Michael Traub. By purchasing a nearby industrial site in Waiblingen - formerly Syntegon - STIHL is creating space to consolidate previously dispersed office and administrative areas. Selective relocations of production operations within the region are possible but not the focus.STIHL is adapting its cost and personnel structure to align with slower growth projections to secure its long-term competitiveness in Germany. A company-wide cost optimization program, which also entails changes at the headquarters, will continue until at least the end of 2026.

At the Waiblingen site, personnel adjustments will be made in a socially responsible manner - including through natural attrition, retirement models, and voluntary agreements. Considerable progress has already been made in recent months.

“Despite the adverse conditions, Germany remains a strategic pillar of our operations, and Waiblingen will always be our home,” said Traub. “At the same time, we’re strengthening our global presence by empowering regional markets and optimizing our international manufacturing network.”

New products: Powerful, sustainable and customer-oriented

STIHL will continue to set an example for technological excellence and market understanding.  The recent product rollout features innovations for both professional users and discerning private consumers. Notable examples include:

For professionals:

•       The BRA 600 battery-powered backpack blower impresses with its maximum and consistent blowing force of up to 35 Newtons, quiet operation, and ergonomic design - ideal for noise-sensitive applications in municipalities, gardening and landscaping.

•       The HSA 140 battery-powered hedge trimmer offers a constant stroke rate even under high loads. Its low-vibration and low-noise operation makes it ideal for professional work without hearing protection - even in noise-sensitive areas.

•       The handy GTA 40 battery-powered pruner 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 combines excellent cutting performance and lightweight design – ideal for pruning tasks around the home.

•       The FSA 110 brush cutter impresses with high performance, low weight and a practical quick-change system that allows for effortless swapping of the mowing head.

•       With the new AP 20 and AP 30 batteries, STIHL gives ambitious homeowners access to the professional AP battery system - at attractive entry-level prices and  with high cycle life.

MotoMix ECO 20 was introduced for emission-conscious users of gasoline-powered tools. The pre-mixed special fuel contains 20 percent biogenic raw materials and reduces CO₂ emissions during use by at least 25 percent compared to regular fuel - without compromising on performance.

Outlook: STIHL remains a shaping force in a volatile market environment

Looking ahead, CEO Michael Traub anticipates moderate single-digit revenue growth over the next few years, tempered by intense competitive and transformational pressures.

STIHL is meeting these challenges with strategic clarity, investment discipline, and innovation-driven execution. Core success factors will continue to include customer centricity, ongoing technological advancement, and the consistent expansion of the company's global presence.

“Our customers, dealers, and employees around the world know one thing,” said Traub. “STIHL stands for reliability, purposeful investment, and a consistent approach to shaping our path forward. We are a company in transition – and at the same time, a company with deep-rooted values and a clear mission: to make working with and in nature easier for people everywhere.”

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