STIHL THE ONE!
Published: 27/9
PDa visits US home of the one of the world’s top handheld power equipment producers.
After nearly a century of advancing chainsaw technology, it’s little wonder that the name Stihl has become synonymous with quality outdoor cutting equipment. But the German-based company’s reputation extends well beyond applications involving wood. According to product manager John Allen, Stihl’s professional concrete cut-off machines have garnered a comparably high standing in the world’s construction markets as well.
“We’re the leader on the gas-powered side, and have been for many years,” Allen says, citing the wide popularity of Stihl’s 14-in (355mm) TS 420 and 12-in (305mm) TS 410, as well as the deep-cutting GS 461 Rock Boss. Now, with the rapid growth in demand for battery-powered equipment, “we want to be the leader on that side as well,” Allen adds.
PDa recently had opportunity to visit the Virginia Beach, Va., home of the company’s U.S. subsidiary, Stihl, Inc., which celebrates its 50th anniversary this year. What began with a single 20,000-ft2 (1,858m2) warehouse in 1974 has grown into a 150-acre (61ha) campus encompassing more than 1.5 million ft2 (139,300m2) of manufacturing, distribution, and administrative space, with more than 2,400 employees.
Although Stihl’s concrete cut-off saws aren’t manufactured in the U.S., a quick tour of one of the facility’s production plants offers a glimpse into many the advanced processes and meticulous quality measures that Allen says goes into all the company’s consumer and professional products.
“We’ve taken the lessons learned from nearly 100 years of leadership in the outdoor power industry, and apply them to designing for the next 100 years,” he says, adding that each product’s design, operation, and features have emerged from the voice of the customer.
“My job as product manager is to talk to users at shows, on jobsites, and wherever else our products are used,” Allen says. “We take what they’re saying and pass it on to our designers in Germany for integration into the next generation of products.”
A continual push for more power
Several of Stihl, Inc.’s 2024 product introductions are testimony to the company’s continual melding of experience and innovation, Allen says.
The new 14-in (355mm) TS 710i gas powered cut-off machine is smaller and lighter than the model TS 700 it replaces, yet provides approximately 5% additional power with the added benefits of electronically controlled fuel-injection, air filtration, and an updated anti-vibration system. The new 16-in (406mm) TS 901 offers an even bigger power boost—24%--over its predecessor, the TS 800. This machine too boasts fuel injection and air filtration improvements, along with a compact powerhead design for optimal maneuverability and handling in tight spaces.
Allen notes that Stihl also provides a full range of blade wheels for its gas-powered cut-off machines, as well as the FW20 welded steel cart for even easier mobility and use.
“We know how ‘gently’ equipment is treated around the jobsite,” Allen says with a laugh, “but this cart is really robust—essentially construction worker-proof.’”
Stihl’s third major project release of the year introduces a successor to the popular 9-in (228.6mm) TSA 230, which, when it debuted in 2015, was the world’s first battery-powered cut-off machine. The new TSA 300, due to officially debut this fall, features lightweight maneuverability with a redesigned hub that allows cuts through up to 4 in (101.6mm) of concrete with a 12-in (305mm) wheel.
The TSA 300 is also well-suited for cutting steel rebar, thanks to a built-in magnetic filter at the air intake captures ferrous material before it reaches the motor, helping extend the life of the machine.
“Outfit the quieter TSA 300 with a low-noise wheel, and you’ll have a tool that’s great for interior demolition and other noise- and emission-sensitive environments,” Allen says. “We think it will be really popular with professional users.”
Charging ahead with battery products
While Allen expects no slackening in either the demand for gas-powered cut-off machines or Stihl’s efforts to continually improve them, the company understands that all industry eyes are on the market for battery-powered construction tools. A number of factors are contributing to this sector’s growth, he says, from emissions and noise concerns to advancements in electric engine technology that improve performance and durability. The fact that battery-powered machines also are easier to use and require less maintenance than their petroleum-fueled cousins also is important consideration for contractors managing both operational costs and a less-experienced workforce.
“There are no air filters or spark plugs to change, and no gas-oil mixture to worry about,” Allen says. He adds that battery-tool communication and other features Stihl’s product-wide AP battery platform ensures maximum performance from the machine.
Yet despite the nearly decade-long success of TSA 230, user misperceptions about battery-powered tools have endured.
“They think it’s a wimpy battery that won’t provide the power and runtime they need,” he says. “That may have been true 20 years ago, but it seems like every year, Stihl gets better at packing more power into the batteries, and getting more power and run time out of them. The charging solutions are improving as well. It’s a constant evolution.”
For example, Allen estimates that each AP-platform battery will provide the new TSA 300 with about 20 minutes of cumulative runtime, depending, of course, on the type and thickness of material being cut and other factors.
“We typically recommend three batteries and a charger will meet most daily jobsite needs,” he adds. “And it’s only going to improve.”
Stihl already manufactures more than 80 battery-powered tools for consumers and professionals, and plans to add another 30 products to that portfolio over the next two years. To support the goal of increasing its share of sales of battery-powered products by 80 percent by 2035, Stihl, Inc., is investing more than $60 million towards domestic battery manufacturing, including establishing assembly operations for several types of battery packs at the Virginia Beach complex. Rather than outsourcing battery assembly overseas as other manufacturers may do, Allen explains that co-locating that work and tool manufacturing in the U.S., “helps us be vertically integrated and control the quality throughout the manufacturing process.”
Comprehensive customer care
Another of Stihl, Inc.’s key differentiators, Allen says, is its nationwide network of service dealers who can apply their knowledge to help prospective buyers find the right machine for their applications. And because Stihl products are sold only through servicing dealers, troubleshooting and repair work is handled locally as well.
“You don’t have to ship the machine off someplace and wait who knows how long for it to be fixed,” Allen says. “We how these machines are how contractors make money, so we make sure they have easy access to that support. Dealers are the cornerstone to our success.”
Stihl, Inc., ensures its dealer sales and technician teams are always fully prepared to serve any and all customer needs through a tiered training program. Technicians can also apply for Gold-level training, which includes three days of classes and hands-on lab work at the Virginia Beach facility. An even more in-depth design and engineering program is available for technicians at Stihl-exclusive dealers.
Augmenting Stihl, Inc.’s dealers are more than 200 territory managers and technical sales specialists who bring their product expertise and local knowledge to assist small and large customers alike with issues such matching the right machine with nuances of local aggregates and concrete types.
Stihl, Inc., is also doing its part to attract new technicians to the industry, offering access to training materials to high school and junior colleges for incorporate into their vocational education programs. “It’s a great head-start for anyone interested in going to work for a Stihl dealer,” Allen says.
Powered up for the future
Allen says there’s a lot to look forward for both Stihl, Inc., and its customers.
“Our commitment is to keep coming out with new and improved gas-powered tools like the TS 710i and TSA 910i, and also respond to the changing market with products like the TSA 300,” he says. “And with users adopting battery power at an exponential rate, Stihl is exploring other avenues for applying that technology.”
Though some may fault Stihl for not being first to market with certain product types, Allen counters that the company is very deliberate about its engineering and testing process, with products going through multiple iterations if needed before being deemed ready for release.
“When we launch a product to market, we want to make sure it’s right,” he says. “We never want to find ourselves saying, ‘oops, we missed something.’”
Allen hints that construction contractors will soon see more fruits of that purposeful development effort. Though the understandable confidentiality of the product development process limits him from saying anything more than characterizing the current pipeline as “impressive,” he freely expresses confidence that Stihl’s impending century celebration will be more than just a milestone of longevity.
“Stihl has a lot of talented engineers in research and development, a great field staff, and dealers who believe in the brand,” he says. “It’s a rock-solid brand.”
