Stihl looks optimistically into the future: sales increase to EUR 5.33 billion!

Stihl looks optimistically into the future: sales increase to EUR 5.33 billion!

The Stihl Group has drawn a positive annual balance sheet for 2024 and set important course for future development. The turnover was 5.33 billion euros, which corresponds to an increase of 1.1% compared to the previous year when it was 5.27 billion euros. This means that sales are significantly above the level before pandemic. According to [ots.at] (https://www.ots.at/presseaus-sung/ots_20250429_ots0169/stihl-begesbelanz-2024-und-stellen-fuer-the future) the company generates over 90% of its sales abroad.

CEO Michael Traub emphasizes that the transformation takes place from a position of the strength. With an equity ratio, which has increased from 65.9% to 69.0%, the company shows a solid financial basis. In addition, liquidity is positive, which means that all investments from their own resources could be financed. The number of employees was 19,732 on December 31, 2024, which represents a slight decline compared to 2023 when 19,805 employees were employed.

regional developments in focus

Regional sales development shows a differentiated picture. North America remains the strongest region and contributes around a third to total sales. There, the company was able to defend its market share by expanding the specialist retail network. In Latin America, on the other hand, business development was negatively influenced by political uncertainty and extreme weather conditions, especially in Argentina. In Western Europe, the company experienced sales increase in the second half of the year, especially due to improved weather conditions and successful sales measures in Great Britain and Germany.

The situation in Eastern Europe was burdened by the Ukraine War, but shows the first slight trends of relaxation. On the other hand, the development in Africa was positive, where Stihl had two -digit sales growth through investments in subsidiaries. In Asia, too, demand attracts again, especially in the growth markets of China and India.

investments and innovations

in 2024 Stihl invested 349 million euros worldwide, including 133 million euros in Germany. A new work in Romania, with an investment of over 100 million euros, is to be opened in October 2025. At the headquarters in Waiblingen, sales of 1.63 billion euros were achieved in 2024, accompanied by a moderate increase in the number of employees to 6.064.

The change from petrol to battery products is a significant challenge that requires a realignment to production and administration. In order to support the transformation process, a cost reduction program was launched by the end of 2026 that aims at socially acceptable adjustments. In addition, new products were developed, including the BRA 600 cordless leaf player and the chainsaw MSA 80.

outlook in a challenging future

For the coming years, Stihl predicts moderate sales growth in the low single-digit range, whereby high competition and transformation pressure is expected. A central focus is on customer proximity, technological development and the expansion of global presence. In a globalized market in which international corporate strategies are crucial for success, adapting to local markets will play an increasingly important role. Companies must preserve their identity and at the same time take into account cultural differences in order to be successful, according to the findings of wirtschaft-und-management.de.

Long -term success in international business requires good preparation and an adapted product strategy. This means that companies like Stihl also maintain a uniform brand presentation and take into account the specific needs of local markets.