Power Tools

Steady development in 2013 Bosch Power Tools successfully defends market leadership and sets course for further growth Great success with innovative products

  • Sales increase of three percent in local currency
  • Focusing on strategic growth segments pays off
  • More than 100 new products planned for 2014
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  • March 19, 2014
  • Power Tools
  • Press releases

press release

Leinfelden – The Bosch Power Tools Division held its ground in 2013 and, as in the previous year, achieved worldwide sales of 4.0 billion euros. Sales grew by three percent in local currency. At the same time, the market also grew by three percent to an overall volume of 25.4 billion euros. “Even though our growth was severely affected by currency fluctuations in important regions in 2013, from a worldwide perspective we are still number one in the power tools, accessories, and measuring tools business segments, while for garden tools we place second”, said division president Henning von Boxberg at the annual press conference in Leinfelden. In 2014, the division strives to grow further by continuing to focus on strategic growth areas such as cordless technology, measuring tools, and accessories, and by continuing to concentrate on emerging markets. In recent years, this strategy has enabled the division to consistently win share in developing markets, thus setting the course for continuous growth. The size of the workforce remained constant worldwide at about 19,000 associates in 37 locations.

Proven Bosch quality for emerging markets
Bosch Power Tools achieved strong growth in local currency above all in Latin America, with sales up by twelve percent in the past year. In its home and largest market, Europe, the division generated a sales increase of four percent over previous year. This was driven primarily by increasing demand in Russia where Bosch Power Tools grew at 14 percent – twice as fast as the market. “Launching products which are tailored to the needs of users in emerging markets and taking into consideration the purchasing power in these markets has enabled us to succeed in winning market share”, emphasized von Boxberg. In contrast to the Eastern, emerging markets, the Western European market was unable to register any growth in 2013. The important submarket for portable electric power tools and benchtop tools even declined by one percent, mainly due to unfavorable development in Southern Europe where the effects of the financial crisis were especially noticeable – particularly in Spain and Italy. However, Bosch Power Tools expects these markets to recover slightly this year. In Asia, sales performed well with an increase of five percent despite the economic slowdown in China. Double-digit growth rates were achieved in various countries including India, Indonesia, Vietnam, and the Philippines. Bosch achieved this success thanks to market-driven products which are very much geared towards the needs of local professional users. Sales declined by three percent in North America. This decline was due to adverse weather conditions and the conscious decision by Bosch Power Tools to favor its own profitability over giving in to prevailing pricing pressure. All other regions developed positively. All in all, Bosch Power Tools generated about 90 percent of its sales outside of Germany.

Success due to innovative products
Innovative products are one of the guarantors for success at Bosch Power Tools. The cordless segment continues to be an important core segment. Whereas one in three tools was cordless in 2007, 43 percent of all power tools worldwide, now have a battery. Lithium-ion technology is still on the increase, though 83 percent of all cordless tools in Europe are already equipped with it. Bosch managed to strengthen its market leadership in the cordless segment again in 2013. This success is especially attributable to systems of tools which use the same interchangeable battery. These systems save users from having to purchase multiple batteries as multiple tools can be operated with a single battery. Bosch will again expand this range of system tools in 2014.

Global market leadership was further strengthened in the measuring tools segment in 2013. While the market grew by eight percent, Bosch grew by 13 percent – considerably faster than the market. This success can be largely attributed to the easy use of Bosch measuring tools, an important selling point both for do-it-yourselfers and professional tradespeople alike. Launched in the autumn of 2013, the PLR 15 laser rangefinder is as small as a marker pen. With its self-explanatory, single-button operation, it for the first time makes laser technology easily accessible to people who have little experience using measuring tools. Following on the success of the PLR 15, Bosch will launch the GLM 30 Professional onto the market in 2014. The GLM 30 is the “DIY” PLR 15's professional counterpart, with a longer range adapted for professional users. A new tool for do-it-yourselfers is the PLL 2. It is the first cross line laser that can project lines at any required angle – making it especially easy to level and align objects, and providing new creative possibilities.

Although rarely a user focus, the right power tool accessories are intrinsically important for efficient work. Bosch grew in its accessories product area by five percent in 2013, which was nearly twice as fast as the market's three percent growth, thereby strengthening the market leadership in this heavily competitive segment. A range of innovative developments have been introduced to Bosch accessories to optimize the efficiency of the user's work. New products such as extra-long, plunge-cutting saw blades for removing windows with professional multi-cutters, and especially powerful saber saw blades with carbide technology will continue this development in 2014.

Bosch Power Tools will launch more than 100 new products onto the market in Germany over the course of 2014. This innovative strength is an important basis for the success of the division, as is evidenced by the fact that some 35 percent of sales in 2013 were generated with products that had been launched onto the market less than two years beforehand.

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.

PI8479 - March 19, 2014

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