{"id":96689,"date":"2025-09-18T07:54:02","date_gmt":"2025-09-18T07:54:02","guid":{"rendered":"https:\/\/tin.happy-projects.ro\/stihl-ceo-regulations-makes-europeans-slow-tariffs-disrupt-markets\/"},"modified":"2025-09-18T17:10:31","modified_gmt":"2025-09-18T17:10:31","slug":"stihl-ceo-regulations-makes-europeans-slow-tariffs-disrupt-markets","status":"publish","type":"post","link":"https:\/\/www.timberindustrynews.com\/ro\/stihl-ceo-regulations-makes-europeans-slow-tariffs-disrupt-markets\/","title":{"rendered":"Stihl CEO: \u201cRegulations makes Europeans slow, tariffs disrupt markets\u201c"},"content":{"rendered":"<p data-start=\"228\" data-end=\"477\"><!--more-->US tariffs are disrupting global markets and diverting Chinese exports to Europe, according to Stihl CEO Michael Traub. The company continues to develop battery and combustion engine technology in parallel.<\/p>\n<p data-start=\"479\" data-end=\"617\">Battery-powered devices are starting to become more common in forestry work, as long as charging problems can be solved, Stihl believes.<\/p>\n<p data-start=\"619\" data-end=\"878\">The biggest problem in Europe, Traub said at the company\u2019s media day in Waiblingen last week, is the enormous amount of bureaucracy. He expressed admiration for American pragmatism: innovate first and then regulate, whereas in Germany, the opposite is true.<\/p>\n<div id=\"attachment_39315\" style=\"width: 432px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/timberindustrynews.com\/wp-content\/uploads\/2025\/09\/Traub-1.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-39315\" class=\"wp-image-39315\" src=\"https:\/\/timberindustrynews.com\/wp-content\/uploads\/2025\/09\/Traub-1-300x189.jpg\" alt=\"\" width=\"422\" height=\"266\" \/><\/a><p id=\"caption-attachment-39315\" class=\"wp-caption-text\">Michael Traub<\/p><\/div>\n<blockquote data-start=\"880\" data-end=\"1028\">\n<p data-start=\"882\" data-end=\"1028\">\u201cBureaucracy and regulation make us Europeans slow, and we are laughed at elsewhere. I hope decision-makers will have more courage,\u201d Traub said.<\/p>\n<\/blockquote>\n<p data-start=\"1030\" data-end=\"1344\">The family-owned company, which will celebrate its 100th anniversary next year, manufactures products in Central European countries, as well as in Virginia, the United States, S\u00e3o Leopoldo, Brazil, and Qingdao, China. Its subsidiary Zama produces batteries and carburetors for Stihl equipment in the Philippines.<\/p>\n<p data-start=\"1346\" data-end=\"1574\">Stihl has to be where its customers are, Traub notes. The Romanian factory, scheduled for completion at the end of the year, will start producing batteries and cordless tools, the demand for which is highest in Western Europe.<\/p>\n<p data-start=\"1576\" data-end=\"1608\"><strong>US tariffs rattled markets<\/strong><\/p>\n<p data-start=\"1609\" data-end=\"1776\">The German small machinery manufacturer has been affected by US tariff policy. Exports to the US are also hampered by the unpredictability of the policy, Traub says.<\/p>\n<p data-start=\"1778\" data-end=\"1960\">Like the United States, another important exporting country, Brazil, has imposed high tariffs. Stihl\u2019s operations are made easier by having production facilities in both countries.<\/p>\n<p data-start=\"1962\" data-end=\"2193\">According to Traub, tariffs weaken the price competitiveness of European products and can lead to price increases. The impact of tariffs is reflected in inflation, which has been slightly lower than expected in the United States.<\/p>\n<p data-start=\"2195\" data-end=\"2331\">As a result of international customs policy, more Chinese products have begun to flow into Europe, including from Stihl\u2019s competitors.<\/p>\n<blockquote data-start=\"2333\" data-end=\"2597\">\n<p data-start=\"2335\" data-end=\"2597\">\u201cThe Chinese are bringing stuff here because they can't export it to the United States. The resale market in Europe could change,\u201d Traub said.<br data-start=\"2477\" data-end=\"2480\" \/>\u201cIf we didn\u2019t have a functioning dealer network, I would be very worried. We need to be where the customers are.\u201d<\/p>\n<\/blockquote>\n<p data-start=\"2599\" data-end=\"2668\">Stihl also operates in China, which helps it cope with competition.<\/p>\n<blockquote data-start=\"2670\" data-end=\"2766\">\n<p data-start=\"2672\" data-end=\"2766\">\u201cIf you can't beat them, join them. You have to be where the technology is being developed.\u201d<\/p>\n<\/blockquote>\n<p data-start=\"2768\" data-end=\"2991\">Traub sees Africa as \u201ca big promise\u201d: locals may not be able to afford a tractor, but smaller tools are of interest. Stihl has a functioning dealer network in Africa, although it does not have production facilities there.<\/p>\n<p data-start=\"2993\" data-end=\"3037\"><strong>Battery and petrol devices in parallel<\/strong><\/p>\n<p data-start=\"3038\" data-end=\"3224\">In addition to customs policy, the operating environment is affected by climate policy. Stihl has chosen to continue developing combustion engine and battery technologies side by side.<\/p>\n<blockquote data-start=\"3226\" data-end=\"3333\">\n<p data-start=\"3228\" data-end=\"3333\">\u201cIf a customer wants a fuel-powered device, we have to make one. The same goes for battery technology.\u201d<\/p>\n<\/blockquote>\n<p data-start=\"3335\" data-end=\"3592\">According to Traub, a significant portion of equipment in professional use is currently gasoline-powered and will continue to be so in the 2030s. The company\u2019s goal, however, is for <strong data-start=\"3517\" data-end=\"3589\">70 percent of revenue to come from battery-powered equipment by 2030<\/strong>.<\/p>\n<p data-start=\"3594\" data-end=\"3833\">Western Europe has been the fastest adopter of battery technology. In Germany, for example, 60 percent of Stihl sales are battery-powered. Eastern Europe and North America are coming next, while sales in the rest of the world remain low.<\/p>\n<p data-start=\"3835\" data-end=\"3877\"><strong>Romanian battery factory starting up<\/strong><\/p>\n<p data-start=\"3878\" data-end=\"4079\">Stihl has sharpened its strategy, focusing on machines for professional use: forestry, construction, and landscape maintenance. Another important user group is demanding consumers who expect quality.<\/p>\n<p data-start=\"4081\" data-end=\"4259\">Thanks to this strategy, Stihl has managed to grow despite global political challenges. Growth is expected to be <strong data-start=\"4194\" data-end=\"4217\">2\u20134 percent in 2025<\/strong>, which has enabled further investments.<\/p>\n<p data-start=\"4261\" data-end=\"4400\">In the last quarter of the year, Stihl is opening a <strong data-start=\"4313\" data-end=\"4351\">battery factory in Oradea, Romania<\/strong>, expected to employ around 700 people by 2028.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":96692,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[5204],"tags":[5206,3257],"class_list":["post-96689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-daily-news","tag-stihl","tag-tariffs","topic-wood-products","topic-woodworking-machinery","area-europe","area-global"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - 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