Power Tools

Leading position in Europe strengthened in 2011 Success for Bosch Lawn and Garden business unit Sales expected to increase again in 2012

  • Sales grew faster than the market in 2011
  • Market share in Europe has risen to 25 percent
  • New product for 2013: the first robotic lawnmower from Bosch
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  • August 23, 2012
  • Power Tools
  • Press releases

press release

Stuttgart/Leinfelden – The Bosch Power Tools Division had a successful year in 2011 with its Lawn and Garden business unit: sales were up seven percent to 239 million euros. At the same time, Bosch managed to further strengthen its market position. “The seven percent sales growth we achieved in 2011 is the highest we have had for three years”, said Henning von Boxberg, whose responsibilities within the executive management of Bosch Power Tools include the business with DIY and garden tools. The division predicts that sales will again increase in 2012, although the increase should be less than in 2011: “The delayed start to the gardening season after a long winter has curbed our expectations. In addition to this, the euro crisis is leading to a decline in consumption in some southern European countries”, said von Boxberg. Bosch generates about 90 percent of its garden tools sales in Europe.

Trend towards higher quality garden tools
The Power Tools Division generated sales of 239 million euros with garden tools in 2011, compared to 223 million euros in 2010. The sales increase is mainly thanks to growth in western and eastern Europe. The overall growth of seven percent was significantly higher than the five percent achieved by the European gardening market, which actually saw a three percent de­crease in the overall number of tools sold: “Consumers purchased less garden tools, but the ones they purchased were of higher quality”, ex­plained von Boxberg. All in all, Bosch managed to increase its market share by one additional percentage point and strengthen its market leadership, which now stands at 25 percent in Europe. The success achieved on the garden tools market can also be seen in the following figures: seven of the ten best-selling garden tools in Europe are from Bosch. This is above all due to the company’s great innovative strength. Bosch has launched more than 100 new garden tools onto the market in the past five years. The company generates no less than 39 percent of its electric garden tools sales with products that are less than two years old.

The Power Tools Division consistently gears its product development towards the needs of its customers. The company’s own market research surveys have shown that users want tools that enable them to work in the garden with little effort. Bosch is meeting this demand with its new handy and lightweight lithium-ion battery powered tools, which are replacing corded tools and making gardening considerably easier. A current example is the Keo garden saw, which Bosch launched onto the market last autumn. This tool instantly became a bestseller in its category in Europe. It also won an innovation award in France and was named “Tool of the year” in the UK.

Entry into the fast-growing segment of robotic lawnmowers
The most important new product for the 2013 gardening season is the Indego robotic lawnmower. With this tool, Bosch is occupying the fast-growing segment of autonomous lawnmowers whose volume in terms of units sold grew about 50 percent between 2010 and 2011 in Germany alone. Robotic lawnmowers like the Bosch Indego meet the demand for effortless gardening in an exceptional way because after one-time installation and programming, users no longer have to do anything themselves.

The Indego is equipped with the new “Logicut” navigation system. This enables it to measure the lawn area before it mows it for the first time and to then mow it systematically and lane by lane – in contrast to many other robotic lawnmowers that work in random patterns. This systematic method of mowing has several advantages: it is gentle on the lawn because no area is mowed twice. When mowing is complete, all of the grass has been cut and no areas of lawn have been missed. Furthermore, the Indego is consi­derably faster thanks to its technology. Compared to a robotic lawnmower that works according to the random principle, the Indego takes only a third of the time to mow the same area.

Innovations from Bosch shape entire product categories
Time and again, Bosch innovations provide new growth impulses for an entire product category. An example of this is the Isio grass and shrub shear which Bosch launched in 2007 as the world's first lithium-ion battery powered garden tool. Against this backdrop, the corresponding product category of electric shrub shears grew between 2006 and 2011 by about 230 percent. Bosch's market share in this category is about 50 percent. The Isio has been continually improved since 2007, making it a prime example of the long-term successful and pioneering innovations with which Bosch wants to continue driving market growth in the future.

The Power Tools Division of the Bosch Group is one of the world’s leading providers for power tools, power tool accessories and measuring tools. In 2015, its roughly 20,000 associates generated sales of 4.5 billion euros, about 85 percent of which outside of Germany. With brands such as Bosch, Skil and Dremel, the division stands for customer focus and great engineering progress. The core success factors are innovative strength and pace of innovation. The division generated about one third of its sales in 2015 with products that have been on the market for less than two years. In 2016, Bosch Power Tools will again launch more than 100 new products onto the German market in its four business segments power tools, accessories, measuring tools and garden tools.

The Bosch Group is a leading global supplier of technology and services. It employs roughly 375,000 associates worldwide (as of December 31, 2015). The company generated sales of 70.6 billion euros in 2015. Its operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. The Bosch Group comprises Robert Bosch GmbH and its roughly 440 subsidiaries and regional companies in some 60 countries. Including sales and service partners, Bosch’s global manufacturing and sales network covers some 150 countries. The basis for the company’s future growth is its innovative strength. Bosch employs 55,800 associates in research and development at 118 locations across the globe. The Bosch Group’s strategic objective is to deliver innovations for a connected life. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.”

Further information is available online at www.bosch.com and www.bosch-press.com, http://twitter.com/BoschPresse.

PI7809 - August 23, 2012

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