Corporate reporting on workforce size varies slightly by year; STIHL describes itself as having more than 19,000 employees, while other current corporate materials cite more than 20,000.[3] Notably for local readers, the Philippines is listed among the company’s global manufacturing locations.

Founding (1926)

The history of STIHL began with Andreas Stihl, a German engineer focused on improving the efficiency of forestry work. In the 1920s, forestry relied heavily on axes, manual saws and physical labour. Seeking a better solution, Stihl founded his engineering company in Stuttgart in 1926 and developed his first chainsaw: a large electric two-person saw.[4]

Although this original machine differed significantly from modern compact chainsaws, it established the principle that continues to define the company: making work in and with nature easier. This philosophy remains central to the corporate identity a century later.[5]

Portable chainsaws (1930s)

STIHL continued to refine its technology by making chainsaws smaller, lighter and more practical. In 1929, the company introduced a more powerful and manoeuvrable saw, followed by the development of one-person electric saw technology during the 1930s.[6]

During this decade, STIHL also began expanding beyond Germany, exporting machines to markets such as the United States and Canada, which laid the foundation for its future international business.[7]

The Second World War severely disrupted operations; the Stuttgart factory was heavily damaged, and production was subsequently relocated to Neustadt, now part of Waiblingen. Waiblingen became the company headquarters in 1948 and remains so today.[8]

Following the war, STIHL rebuilt its manufacturing and sales operations and diversified its product range. The company gradually shifted its focus towards portable, gasoline-powered equipment suitable for forestry and other demanding environments.

The chainsaw became the defining product of STIHL. Rather than treating it merely as a mechanical tool, the company continuously developed supporting technologies, including lighter engines, improved chain systems, automatic chain lubrication, vibration reduction, chain brakes, electronic ignition, easier starting mechanisms, improved fuel management, electronic engine controls and battery technology.

Historical corporate materials identify numerous technological milestones, such as automatic chain oiling, centrifugal clutches, chain braking systems, electronic ignition and anti-vibration technology.[9] STIHL states that it has been the world’s best-selling chainsaw brand since 1971,[10] a distinction that forms a significant part of its brand identity.

STIHL transformed from a German manufacturer into a global enterprise through the establishment of both sales subsidiaries and manufacturing facilities. Today, products are available in more than 160 countries, supported by a network of sales companies, importers and dealers. Corporate materials describe a worldwide network of more than 50,000 dealers.[11]

The manufacturing network has historically included facilities in Germany, the United States, Brazil, Switzerland, Austria, China and the Philippines. The company has also expanded battery-tool production in Europe, including a site in Oradea, Romania, announced as its eighth production facility.[12]

While often synonymous with chainsaws, STIHL offers equipment across multiple industries.

Forestry

The traditional core market includes chainsaws, professional forestry equipment, pole pruners, protective clothing, chains, guide bars and forestry accessories.

Landscaping

For professional landscapers and groundskeepers, STIHL produces brushcutters, grass trimmers, hedge trimmers, blowers, garden pruners, lawn mowers and robotic lawn mowers.

Agriculture

Products are utilised in orchards, farms, plantations, agricultural maintenance and vegetation management.

Construction

The company manufactures equipment for construction applications, including cut-off machines, concrete and masonry cutting equipment, drills and demolition tools.

Homeowners

A significant consumer market exists for individuals maintaining gardens, lawns, trees and private land. STIHL describes its customer base as ranging from professional forestry and agriculture users to landscaping, construction and private garden owners.[13]

Chainsaws

Chainsaws remain the signature product, with ranges spanning lightweight homeowner models, mid-range farm and property-maintenance saws, professional forestry saws, specialised arborist saws and battery-powered chainsaws. Professional models are particularly associated with forestry and tree-care work.

Brushcutters and trimmers

STIHL produces gasoline and battery-powered brushcutters, grass trimmers and clearing saws, widely used for managing grass, weeds and vegetation.

Hedge trimmers

The hedge-trimmer range serves both homeowners and professional landscapers.

Blowers

Equipment includes handheld blowers, backpack blowers, battery blowers and professional high-performance models.

Lawn equipment

The lawn care portfolio comprises lawn mowers, battery lawn mowers, robotic mowers, grass trimmers and scarifiers.

Construction equipment

This category includes cut-off machines and tools designed for demanding job-site applications.

Protective equipment

Personal protective equipment (PPE) is a critical component of the brand, given the mechanical hazards associated with power tools. Products include forestry helmets, hearing and eye protection, gloves, chainsaw protective clothing, boots and work clothing.

A significant shift in modern strategy is the move towards battery-powered equipment. While historically associated with gasoline engines, STIHL pursues a dual technology leadership approach, continuing to develop gasoline equipment while investing heavily in battery technology.[14]

Battery products now represent approximately one in four STIHL products sold, with particular strength in markets such as Germany and Switzerland.[15] Advantages include lower local emissions, reduced noise, easier starting, lower vibration in certain applications, convenience for residential users and suitability for noise-sensitive environments.

Gasoline equipment remains essential for applications requiring long operating times, high power, rapid refuelling, professional forestry use and remote work where charging infrastructure is limited.

Innovation is central to the brand, with technologies developed to improve performance, safety, ergonomics and reliability.

• Anti-vibration technology: Reduces vibration transmitted from the engine and cutting system to the operator.
• Chain brake: A safety feature designed to stop the chain rapidly under specified conditions.
• Automatic chain lubrication: Ensures appropriate lubrication of the cutting system during operation.
• Electronic engine management: Uses electronics to optimise engine operation.
• M-Tronic: Electronic engine-management technology that automatically regulates parameters under changing operating conditions.
• Easy2Start: A system designed to reduce the effort required to start compatible gasoline equipment.
• Battery systems: Extensive platforms for battery-powered equipment.

The company is also investing in digital solutions, robotics and artificial intelligence, expanding its definition of outdoor power equipment beyond traditional mechanical machinery.[16]

The STIHL brand is built around several recurring themes:

• Engineering: Presented as an engineering-driven company rooted in solving practical problems.
• Reliability: Durability and reliability are central, as professional users depend on equipment for their livelihood.
• Quality: Emphasises a “Made by STIHL” philosophy and vertical control over key technologies and components.[17]
• Professional performance: The orange-and-white branding is strongly associated with professional forestry, arboriculture, landscaping and construction.
• Innovation: Identity is linked to continuous technical development rather than traditional chainsaws alone.
• Nature: The current brand purpose is “Making it easier for people to work in and with nature.”[18]

Visual identity

The distinctive orange-and-white colour scheme makes equipment easily recognisable in forests, gardens and construction sites. This visual identity—combining orange, white, mechanical engineering, outdoor work and chainsaws—is particularly valuable in professional markets where brand recognition is strong.

Unlike many major industrial brands, STIHL remains a family-owned company, currently in its third generation of family involvement.[19] This structure influences corporate philosophy, emphasising long-term development, investment, technological independence, product quality and controlled growth. The company describes this approach as “grow from our own strength.”[20]

STIHL places considerable importance on specialist dealers rather than treating products purely as consumer retail goods. The authorised dealer network provides sales, maintenance, repairs, replacement parts, technical advice, demonstrations and customer support.

The worldwide network consists of sales companies, importers and more than 52,000 dealers. This dealer-centred approach is particularly relevant for professional equipment, as chainsaws and brushcutters require more technical support than ordinary consumer appliances.

STIHL’s primary competitive advantage lies in the combination of brand reputation, engineering, dealer support and professional credibility. Professional buyers consider factors beyond initial price, including reliability, weight, power-to-weight ratio, fuel consumption, vibration, ergonomics, spare parts availability, durability, resale value and operator safety.

Decades of focus on these factors have created an ecosystem where customers purchase a professional equipment and service system rather than a standalone tool.

Competitors

STIHL operates in a highly competitive market alongside brands such as Husqvarna, ECHO, Makita, Honda, DeWalt, Milwaukee and Toro. However, STIHL maintains a distinctive position due to its concentrated focus on forestry and chainsaws.

The strategic challenge for the 21st century involves balancing traditional strengths with evolving technology. While historical identity centred on gasoline engines and professional forestry, the future encompasses gasoline, battery, robotics, digital technology and broader outdoor equipment. The company explicitly identifies battery technology, digital solutions, robotics and artificial intelligence as key areas for future development.[21]

In 2026, STIHL celebrates 100 years of operation under the theme “Built for Nature. Trusted since 1926.” The anniversary serves as both a celebration of engineering heritage and a marker of transition toward next-generation technologies.[22]

A comprehensive overview acknowledges that the company’s history includes difficult periods. Founder Andreas Stihl was involved with the Nazi Party and the Allgemeine SS during the Nazi era, and the company utilised forced labour during the Second World War. Its Stuttgart facilities were subsequently heavily damaged during Allied bombing.[23] Following the war, STIHL rebuilt its operations and developed into the international company it is today.

As of 2026, STIHL is a global family-owned mechatronics and outdoor-power-equipment company covering product development, manufacturing, international distribution and specialist servicing. It operates in more than 160 countries, employs over 19,000 people and remains the world’s best-selling chainsaw brand.[24]

The company is transitioning from a traditional gasoline-powered equipment specialist into a broader technology firm combining gasoline, battery, digital and robotic outdoor equipment.[25]

1. From one-man operation to world market leader: The STIHL success story since 1926
2. STIHL Brand DNA
3. STIHL 100 Years
4. World market leader STIHL: Pioneering spirit for more than 100 years
5. From one-man operation to world market leader: The STIHL success story since 1926
6. About STIHL
7. Success through invention: STIHL product innovation milestones
8. STIHL on course for growth: From Swabia to the world.
9. STIHL Inc. Corporate Fact Sheet
10. STIHL Group and strategy | STIHL Sustainability Report 2024
11. Success through invention: STIHL product innovation milestones
12. STIHL on course for growth: From Swabia to the world.
13. Stihl
14. STIHL Group Reports 2025 Revenue Growth and Launches ALLPRO Battery System
15. About STIHL | STIHL
16. From one-man operation to world market leader: The STIHL success story since 1926
17. World market leader STIHL: Pioneering spirit for more than 100 years
18. History of STIHL
19. The world of STIHL – global market leader and family-owned business
20. STIHL Group and strategy | STIHL Sustainability Report 2022
21. About STIHL: A global market leader with strong roots
22. Business Performance – The STIHL Group | STIHL Integrated Corporate Report 2025
23. Home | STIHL Integrated Corporate Report 2025
24. STIHL on course for growth: From Swabia to the world.
25. Home | STIHL Integrated Corporate Report 2025