STIHL launches ‘Made In America’ campaign

Messages reinforce power equipment maker’s support of American manufacturing.
STIHL 2022 Made in USA

STIHL Inc., maker of gasoline-powered handheld outdoor power equipment, 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,” said Waldron.

The multi-media campaign integrates all marketing platforms, including print, online, traditional broadcast, and streaming digital pre-roll.

The company said its 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.”

STIHL Made in USA campaign

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, said the company.

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.

Since its inception in 1974, the STIHL Inc. campus has grown from a single 20,000 square foot rented warehouse to well over one million square feet under roof, spanning more than 150 acres, the firm said.

The manufacturing facility boasts the latest in technology and is vertically integrated, said the company, allowing it to maximize quality, reduce costs and remain highly competitive in today’s global market.

Founded in 1926 by Andreas Stihl, with world headquarters in Waiblingen, Baden-Württemberg, near Stuttgart, Germany, Stihl is a manufacturer of chainsaws and other handheld power equipment made in Virginia Beach, Virginia.