Stihl expands in Africa

Dr. Nikolas Stihl inaugurated the two newest Stihl companies in Africa by cutting a branch. (Photo: Stihl)

Stihl has expanded its footprint in Africa with the launch of new marketing companies in Morocco and Cameroon, aiming to drive growth in the North and Central African markets.

The additions bring the company’s direct presence on the continent to five locations and, for the first time, give it dedicated operations in all five major African regions—North, West, Central, East, and Southern Africa.

The new office in Casablanca, Morocco, will serve as the base for North Africa, including the Maghreb countries.

In Central Africa, the newly launched subsidiary in Douala, Cameroon, will oversee operations and regional development.

These join existing sales and marketing entities in Kenya (East Africa), South Africa (Southern Africa), and Côte d’Ivoire (West Africa). 

The company said that its direct presence will help it better respond to the diverse requirements of individual regions and improve local dealer support, training, and sales infrastructure.

Chairman of the Advisory and Supervisory Boards, Dr. Nikolas Stihl, said, “Our business in Africa has developed well in recent years and the prospects for the entire continent are promising. The market therefore plays a key role in our long-term strategy.”

Alexandre Gueguen, managing director of Stihl North Africa and sales manager for the francophone countries of Africa, added that the move will enable the company to tailor solutions to meet the distinct demands of each region.

He said, “The distances and differences within Africa require a tailored approach. We are on the spot to strengthen our sales structures and tailor our products optimally to the needs of our customers.” 

The Germany-headquartered company has been active in Africa for over 60 years through local importers but began establishing its own subsidiaries in 1996, starting with South Africa.

A branch in Kenya followed in 2017, with a marketing company launched in Côte d’Ivoire in 2021.