STIHL has been present in the United States since as early as 1974, with its own production and sales company, STIHL Inc., located in Virginia Beach, Virginia. The STIHL Group generates around 30 percent of its revenue in the U.S. Over the past year, the company has recorded a jump in sales of battery-powered products in the U.S., which has traditionally been the most important market for STIHL. Within just 15 months, the market share of STIHL battery-powered tools in the U.S. has increased tenfold. The product portfolio has also significantly expanded over this period—from one line of battery products to three.
The American market is served via six company-owned and five independent distributors—partners with whom STIHL has been working successfully and in a spirit of trust for many years. Representatives at the German headquarters invited the distributors to Waiblingen at the end of April to discuss the strategy for the U.S. market.
“Our partners and customers in the U.S. can rely on the fact that STIHL shall remain a family-owned company based on the values of loyalty, integrity, a long-term outlook and, of course, the commitment to premium quality,” said Dr. Nikolas Stihl, chairman of the STIHL Advisory and Supervisory Boards.
Norbert Pick, executive board member of marketing and sales, explained, “We set extraordinarily high standards in everything we do and customize our products exactly to our customers’ requirements—with the result that we have been successful for more than 90 years in a constantly changing environment.”
Additionally, Bjoern Fischer, president of STIHL Inc., emphasized that sales of STIHL products in the U.S. have more than doubled over the past 10 years.
“I see further enormous potential for our market in the area of battery-powered products, particularly as we are able to offer our customers a broad and attractive range of STIHL products via our large sales network of 9,000 servicing dealers,” said Fischer. “In the future, there will also be a greater focus on digital products and services."