Innovative garden tools form the basis for success Bosch further strengthens top position New products prevail in the market

  • Market share in European core market increased to 26 percent
  • Bosch becomes leading brand for robotic mowers in homecenters
  • 80 percent of new products for 2014 are cordless tools
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  • August 20, 2013
  • Business/economy
  • Press releases

press release

Stuttgart – The Bosch Power Tools Division strengthened its market leading position in 2012 with its Lawn and Garden business unit. Bosch's sales of electric garden tools in the past year totaled 251 million euros, a growth of five percent over the previous year. The overall market for garden tools only managed to grow by two percent in the same period. Bosch therefore has once again grown faster than the market. The division expects a similar growth rate this year.

Bosch strengthens market leadership with garden tools in Europe
In their core European market, where the division generates about 90 percent of its sales, Bosch Power Tools managed to strengthen its leading position with electric garden tools to a share of 26 percent despite the crisis in the southern European countries. In 2008 the market share was still 22 percent. “The key to our success continues to be our innovative strength”, emphasized Henning von Boxberg, president of Bosch Power Tools. He said that 44 percent of sales in 2012 were generated with products that were launched within the last two years. All in all, Bosch has launched more than 100 new garden tools onto the market in the past five years. “With our numerous innovations we meet the expectations of customers who are asking for made-to-measure solutions for an ever greater number of applications in the garden”, von Boxberg pointed out. He said that the demand for small, handy and powerful products is increasing – especially among users in urban regions. Moreover, Bosch has benefited from the trend towards higher-quality garden tools, which has been continuing for a number of years. “More and more customers are going for quality and reliability, and therefore opting for brand-name products”, explained von Boxberg. Evidence of this is provided by the market figures from the past year; although the number of units sold was one percent less than in 2011 (at 13.1 million tools), the market value of these products increased by two percent to 900 million euros. Seven of the ten best-selling electric garden tools in Europe were from Bosch.

Innovations prevail in the market
Bosch has consistently opened new product segments with innovative lithium-ion garden tools. A current example of this is the Indego robotic mower. It was launched with great success in January of this year. In the first quarter of 2013, nearly every second robotic mower sold in European homecenters was an Indego – leading Bosch to very quickly become the market leader. “We have obviously set a new standard with our robotic mower”, noted von Boxberg. The Indego works with the “Logicut” navigation system and mows systematically in lanes. As a result, it only needs about a third of the time to mow the same lawn area as one of the robotic mowers in its class that mows randomly.

Now with 40 years of experience in cordless garden tools, Bosch continues to concentrate strongly on developing further cordless products. “More and more customers appreciate the low weight of cordless tools and the independence from cables”, said von Boxberg. In 2012 alone, Bosch sold about a million cordless garden tools – and will also continue to expand the cordless segment for garden tools in future: 80 percent of new products for 2014 are lithium-ion battery powered – including grass trimmers with new cutting technology and powerful lithium-ion mowers in the Rotak series.

Strong growth in the lawnmower segment
With the Rotak mowers, Bosch has succeeded in achieving disproportionate growth in an established segment characterized by strong competition. Whereas the market for electric lawnmowers grew by only one percent per year on average from 2007 to 2012, Bosch recorded average annual growth of ten percent. Four of the seven best-selling electric garden tools in Europe in 2012 were Rotak mowers.

The most popular lawnmowers in France, Belgium and the Netherlands since 2010 have come from the Rotak series – and Bosch has also been the market leader in Germany since 2011. The Power Tools Division wants to build on this success with the Rotak generation in 2014. The new Rotak mowers are even more efficient than their predecessors, and they ensure an especially even cut due to their coordination of motor, special blade geometry and airflow, which reliably feeds the cut grass into the collection box.

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.”

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PI8247 - August 20, 2013

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