Marketing and Sales

Sustainability Innovation Value Creation

In a dynamic market environment characterized by technological innovations, changing customer needs, and global challenges, the STIHL Group relies on sustainable initiatives to secure its competitiveness and unlock new growth opportunities. In 2025 the focus was on being consistently oriented toward the needs of customers and servicing dealers. We also celebrated anniversaries that highlight the international success story of STIHL and show how tradition and progress can go hand in hand.

Focus on customer-centricity and brand reinforcement

STIHL relies on being customer-centric and having a strong brand to stay successful in the long term. With the establishment of the new Aftermarket business unit and the further development of the retail design, the company is pursuing two initiatives that are intended to maximize market potential and sustainably promote loyalty to customers and servicing dealers.

New Aftermarket business unit

Accounting for around one-third of total sales, aftermarket business is a key pillar of our success. In order to generate new growth in the traditional spare parts business, especially for cutting tools, accessories, and services, the new Aftermarket unit has been established. This will facilitate even better utilization of market potential and enable regional requirements to be taken into account even more effectively. These measures will help to anchor STIHL’s long-term competitiveness and ensure customer satisfaction.

New retail design

In the interest of meeting the requirements of an ever-changing retail environment, STIHL further developed its point-of-sale design concept in the year under review. In close cooperation with sales companies and retailers from Australia, Brazil, Canada, France, Germany, Poland, Spain, and the USA, prototypes and various configurations were tested and optimized in the head office’s concept store. This process resulted in a design concept that goes far beyond mere product presentation, creating spaces in which customers can experience the STIHL brand and retailers can flexibly design and adapt sales areas at any time.

40 years of STIHL TIMBERSPORTS®

Since 1985, the STIHL TIMBERSPORTS® series has been synonymous with adrenaline, precision, and passion. In 2025, the “original extreme sport” celebrated its 40th anniversary. The series has continuously evolved through the decades. Here, we take a look back in pictures.

Early STIHL Timbersports scene with athletes using a two man saw on large log, spectators standing close beside arena table — **1985:** STIHL Inc. launches the STIHL TIMBERSPORTS® series in conjunction with the sports channel ESPN. The first competitions take place exclusively in North America. Initially, only US athletes and selected top athletes from New Zealand and Australia take part. | © STIHL TIMBERSPORTS®

Athlete balancing on springboard board, swinging axe into upright log at STIHL Timbersports event before packed grandstand — **Early 2000s:** The series expands to Europe and in doing so wins many new athletes and fans. The first world championships take place in the USA in 2005. From now on, the global title battles will be the highlight and mark the end of a competition season. | © STIHL TIMBERSPORTS®

Timbersports athlete in dark jersey raising both arms on lit stage, cheering spectators fading into dark arena background — **One of the greatest in the sport:** Jason Wynyard is the record world champion of the TIMBERSPORTS® series, having won nine individual titles. With his great passion and incomparable charisma, the New Zealander, who died in 2023, left a greater mark on the series than almost anyone else. | © Jörg Mitter, Limex Images

STIHL Timbersports contest on mountain stage with two sawing teams, child wearing ear protection and flag, Alps in background — **2011:** With the introduction of the Champions Trophy – later known as the World Trophy – a new competition format in knockout mode emerges. It places new demands on athletes and takes logger sports to extraordinary places. | © Andreas Langreiter, Limex Images

Large arena packed with STIHL Timbersports fans, hundreds waving national flags as bright spotlights sweep across stands — **Since 2012:** The world championships are held in large indoor arenas. With an exciting atmosphere and up to 13,000 spectators, they bring even more international attention to the sport. | © Sebastian Marko, Limex Image

Since 2013: The best women in the world also compete for titles and records in official competitions. From 2022 the International Women’s Cup regularly brings together the world’s female elite in a competition. | © Andreas Schad, Limex Images

STIHL Timbersports competitor in red jersey chopping wood block with axe, teammates and audience crowding bright arena — **2015 onward:** STIHL TIMBERSPORTS® expands further. The origin countries for traditional logger sports, Australia and New Zealand, officially join the TIMBERSPORTS® series. A few years later, these sports also begin to take hold in China. | © Philip Platzer, Limex Images

Innovative approach to urban mobility

In 2025, we introduced STIHL Mobile Green Care, the concept study for an electrically powered cargo bike that was specially developed for the maintenance of green areas in urban environments. It can be used on cycle paths, avoids traffic jams, and can even be used by operators without a driver’s license. The trailer offers space for tools, water containers, or green waste and includes a multi-charger for batteries. This offers an easier, faster, and more environmentally friendly way to get to work. At the same time, it eliminates many of the operating costs that would be incurred with typical vehicles.

Growing together: STIHL celebrates international success stories

Large STIHL employee group in park before pavilion, all wearing company clothing and badges, orange STIHL sign in front — **40 years of STIHL Spain:** What began in 1985 with just a 2,000-square-meter site in Arganda del Rey, a small suburb east of Madrid, and ten employees, is now a modern facility encompassing 29,000 square meters and a team of almost 100 people.

Large STIHL team group before orange 30 years anniversary wall in Mexico, all wearing white shirts, group photo on lawn — **30 years of STIHL Mexico:** The Mexican sales company was founded in 1995 in what was then “Distrito Federal” and is now Mexico City. The new headquarters in Puebla City were officially opened in 2010, and today 60 people are employed there.

30 years of STIHL Taicang: Since its foundation in 1995, STIHL Taicang has established itself as an important distribution and logistics center, and the STIHL brand has been firmly anchored in China.

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