Report of the Executive Board
Dear business partners, dear staff,
2024 was another challenging year for the STIHL Group. The first half of the year in particular presented major challenges. Both sales volumes and turnover fell well short of our expectations, and the economic conditions placed considerable demands on us. This phase was not only disappointing for our companies – and our expectations – but in some cases actually worrying.
But our joint efforts paid off: In the second half of the year, we significantly exceeded our sales targets. At 5,328.7 billion euros, turnover in the past fiscal year was also slightly higher than in the previous year. We are particularly proud that this success is not solely due to external factors or the market situation – team effort and our common will drove us forward. Our success is the result of commitment, cooperation, and determination throughout the entire STIHL Group.
Looking ahead to 2025, we know that we will continue to face major challenges. We are convinced that with a clear focus, strong cooperation, and decisive action, we can overcome them and continue to successfully advance our transformation. However, it is also important that we set realistic goals. Our strong results during the pandemic years have made us a little too optimistic. We need to make some adjustments – it’s time to cut our coat according to our cloth.
By formulating the “STIHL Trail 2030,” we have set out a clear strategic path that will help us better meet our customers’ needs and respond to changes quickly and flexibly. We’re looking to maintain our market leadership in the gasoline sector while significantly expanding our position in battery technology. We also want to build on our financial independence so that we will continue to have the necessary resources to invest in the future. Our aim is to generate sustainable growth and establish a position that will maintain our competitiveness over the long term.
There are bound to be surprises in the new fiscal year and beyond – both positive and negative. Flexibility will be crucial so that we can act and react quickly and with purpose – without losing sight of our long-term goals.
More than anything else, this will require dedicated employees. I would like to take this opportunity to express my deepest thanks to employees across the STIHL Group. Their dedication, cross-departmental and cross-border collaboration, and collective efforts were invaluable in 2024.
I would also like to thank the Stihl family for the trust they have placed in our management and for supporting our strategies and initiatives. My thanks also go out to the Executive Board and the members of the Employee Council for our positive and constructive working relationship.
Warmest regards,
