STIHL EVENT
“ If you can’ t beat them, join them,” said Traub in announcing the company’ s shift of robot mower teams to China. We saw one Stihl iMow maintaining a lovely plot in the Bavarian alps.
As part of this decision, Stihl announced earlier that it will not release new Stihl iMow robots in 2026. The company did show U. S. consumers a line of iMow robots a year ago, but they used dated boundary-wire technology – not new wireless satellite-based controls.
“ I don’ t believe that we in Europe, and I think the car industry is a good example, that we have the agility and the speed and the know how to develop software and the quality and time that’ s needed be competitive.”
Traub said the company has talented teams in Qingdao and other parts of China.“ We will strengthen our efforts, look for partnerships in China and build the ecosystem based on know how that our Stihl colleagues have or will create in China.”
100 years
“ It started with the philosophy of the founder,” said Traub,“ who said a product is only as good as its service. And then we built fricking good products for 99 years that last, that work, and that built a fantastic brand.”
While Stihl is preparing to celebrate its 100 years in the global business of power equipment manufacturing, the company is undergoing a transformation – in its manufacturing systems, its product design and its regional sales organization. Traub pointed to worldwide challenges and local complexities but brought the final control back home.
“ Our destiny is not made in Berlin or Brussels or Washington,” he said.“ We have to deal with what we get and work around that.”
20 OPE + October 2025 www. Ope-Plus. com