By Glenn Hansen
STIHL EVENT
Pragmatic not dogmatic
Traub used the phrase“ pragmatic not dogmatic” several times throughout his presentation to media( I counted at least five).“ It’ s not an either or,” he said.“ We want to be where our customers are. We want to build a conscious strategy around the fact that if a customer wants gas, they should get the best gas-powered product from Stihl.”
The automotive industry has been“ a little too dogmatic, right?” Traub said that car makers worldwide have been“ confusing themselves and confusing their customers,” with technology implementation and communication around buying and owning EVs.
Global
Picking up on comments he made at the beginning of his presentation, Traub talked about global challenges facing Stihl today including trade conflicts, the tariffs, the regional crisis [ in Ukraine ].“ They affect the way we run our business. Thank God, we have a global manufacturing network,” he said.“ We are never focused on one region or dependent on one country only.”
Stihl has held its global focus and long-term business perspective. And as the company prepares to celebrate its 100-year anniversary, Traub believes this wide viewpoint pays huge dividends.
“ Our world demand is very uneven,” he said. Battery adoption differs very much. Channels are shifting differently in every region. That confirms we need a clear global view and dual technology leadership strategy, not dogmatic but pragmatic.”
Servicing dealers
With global differences in market challenges and consumer interests, Traub sees consistency in the way Stihl goes to market.“ We strongly believe that the servicing dealer is and will be the heart of the business of Stihl,” he said. He calls this Stihl’ s“ super advantage.”
“ It’ s not anonymous big box retail,” he said,“ but it’ s a family business that helps you choose the best product.” Traub reiterates that Stihl applies this advantage to both residential and commercial users.“ We call it‘ commercial solution management,’ where we help end users on construction sites, in forestry, and in landscaping to find the best tools for their work.”
Traub added that the company’ s retail plans evolve globally.“ You’ ve seen that we also expanded into DIY chains, especially on the battery side,” he said.“ Whether it’ s Hornbach, whether it’ s Bauhaus, whether it’ s others, we do recognize
Michael Traub, CEO of Stihl AG, repeated the phrase“ pragmatic not dogmatic” when talking about battery v. gas products, as well as retail distribution.
Chainsaws are vital to Stihl’ s sales success at dealers worldwide. The company teased a brand-new saw that it will announce soon.
Stihl and its Scandinavian affiliates have developed a prototype battery-powered utility bike for landscape pros in that region, where infrastructure and consumers may support such transportation.
www. OPE-Plus. com October 2025 OPE + 17