STIHL launches "Made in America" campaign


STIHL Inc. is tapping into American’s sense of patriotism and unity in a new national advertising campaign. Leading with the message ‘Made in America. Three words not everyone can say,’ the campaign reinforces the company’s continued support of and investment in American manufacturing while reinforcing an often-overlooked fact that a majority of STIHL products sold in the U.S. are actually made in America of U.S. and foreign materials.

“The STIHL name has always been synonymous with quality and performance across the globe,” said Ken Waldron, STIHL Inc. national marketing manager. “However, we also want our customers to know that while we began producing just one chainsaw model in America back in 1974, we now proudly manufacture many of our products right here at our Virginia Beach facility.”

The multi-media campaign integrates all marketing platforms, including print, online, traditional broadcast, and streaming digital pre-roll. Featured creative serves as a tribute to U.S. manufacturing, the more than 3,000 U.S. employees who uphold the legendary STIHL standards of quality and dedication to excellence, the robust network of more than 10,000 authorized local STIHL Dealers across the country, and of course the professionals and homeowners who use STIHL products every day.

More than 75 “Made in America” models and counting

More than 75 models of STIHL equipment are currently made in America of U.S. and foreign materials at the U.S. facility with plans in place for additional category expansion. Products made at the Virginia Beach facility include chain saws, trimmers, edgers, brush cutters, pole pruners, backpack and handheld blowers, sprayers, shredder/vacuums and more.

The STIHL Inc. facility also produces battery equipment.

“Many of our customers may not be aware that several models from our ever-growing battery-powered line are manufactured in our U.S. facility,” added Waldron.

Of note is the new STIHL Professional Battery 135 Platform which delivers truly professional performance on par with gas-powered products with reduced noise and zero exhaust emissions, and several models from the STIHL AK System designed for homeowners. And there are plans to expand “Battery Power. Made by STIHL.” manufacturing later this year.

Continued growth and support for the U.S. market

Since its inception in 1974, the STIHL Inc. campus has grown from a single 20,000-square-foot rented warehouse to well over 1 million square feet under roof, spanning more than 150 acres. The highly-automated manufacturing facility boasts the latest in manufacturing technology and is vertically integrated – allowing STIHL to maximize quality, reduce costs and remain highly competitive in today’s global market. The Virginia Beach plant also manufactures many of the components and accessories used by other STIHL facilities around the world, and in addition to supporting the U.S. market, STIHL Inc. exports its products to more than 90 countries.

“The Made in America campaign will run throughout 2022; however, given STIHL Inc. remains committed to continued investment in American manufacturing and expanding our American-built product categories this campaign may continue for years to come,” explained Waldron.    

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