The Power Tools Division of the Bosch Group is the world market leader for power tools, power tool accessories and measuring devices. In 2011, its workforce generated sales of some 3.8 billion euros, 90 percent of which outside of Germany. With brands such as Bosch, Skil and Dremel, the division stands for customer focus and great innovative strength.
The core success factors are innovative strength and pace of innovation. Each year, Bosch launches more than 100 new power tools onto the market. Bosch Power Tools generated 39 percent of its sales in 2011 with products that have been on the market for less than two years. The business segments electric power tools, accessories, measuring tools and electric garden tools of Bosch Power Tools outperformed the market.
Bosch was able to further strengthen its position as the world market leader for portable electric power tools. The main worldwide growth segment in this area is occupied by cordless tools with lithium-ion (LI) battery technology. Bosch is a pioneer in this field, having launched the first power tool with LI battery technology, the Ixo, onto the market in 2003. About eleven million Ixos have been sold to date. Bosch offers the widest and most complete range of LI cordless tools – from the small Dremel Stylus to Europe’s most popular electric garden tool, the lightweight Isio shrub shear, through to the 36-volt rotary hammer for tough applications on the construction site.
As in previous years, Bosch Power Tools was able to win market shares again in 2011. While the overall market experienced growth of five percent in 2011, Bosch Power Tools grew by seven percent and therefore faster than the market. The main driving force behind this positive market development was the construction industry, especially in Latin America and in Asia/Pacific.
Bosch Power Tools was particularly successful with measuring tools. More and more professional tradespeople and do-it-yourselfers are using these tools to replace traditional tools such as the spirit level and meter stick. The market share in this sector increased in the past year by two percentage points to about 21 percent. Bosch has been the market leader in this segment since 2010. This position has been further strengthened. One of the success factors is the fact that the tools are easy to operate despite their sophisticated technology. Many of the functions are self-explanatory. This makes Bosch measuring tools attractive for more and more new target groups, such as surveyors and exhibition stand builders.
The worldwide headcount of this Bosch division averaged some 19,000 associates in 35 locations over the course of 2011.