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How STIHL is driving change towards an electrified world

The Industrialist: An interview with Michael Traub, Chief Executive Officer at STIHL


April 26, 2024

Subscribe to The Industrialist, your essential guide to the industrial industry. Each month, discover how industrial companies create and compete, the new business practices and trends to watch, and which individuals are shaping the future of the industrial sector. 

For this edition, Accenture’s Thomas Rinn, Senior Managing Director, Global Industrial Lead, talked to STIHL’s Chief Executive Officer, Michael Traub about the various transformations the company is undergoing to ensure continued success in an increasingly electrified world. Michael further elaborates on their battery-first approach to becoming a dual-technology leader in the market. He also highlights how the company's more than 95-year history provides invaluable experience, and the advantages of being a family-owned business in navigating these transformative changes.

The world will be changing a lot until 2035 and we have to be ready. We have to actively be the driver of that change.

Michael Traub / Chief Executive Officer, STIHL

Trends, innovations, and insights you need to know about


From the latest trends and tools to ground-breaking technologies and innovations impacting the manufacturing and industrial arena, Innovate is designed to keep you up to date. This month, read about advancing decarbonization with the Multi-Regional Energy Management System (EMS), which optimizes renewable energy usage and storage systems; revolutionizing road maintenance with an AI-powered robot detecting and filling cracks before they turn into potholes; leveraging AI for smooth maintenance of China’s high-speed rail system… and more.

Read this month’s Innovate

Our take

Insights and advice on how to reimagine your business and operations by capitalizing on new technologies:

  • Addressing the security challenge on the shop floor: IT and OT domains have mostly converged technologically, but culturally, there's still work to do. This leaves industrial companies' operations vulnerable to cyber risks. Read Brian May’s article that highlights five no-regrets moves to improve shop floor security.

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