Market leader ambition 2020

Husqvarna Group’s ambition is market leadership by 2020 in a wider perspective than just market share.

Market leadership is defined as being the number one player or the number two player competing for the number one position. Furthermore, a market leader drives industry evolution in terms of innovation, customer focus, sustainability and operational excellence and it has the ability to capture the financial opportunities inherent in the market share position and innovation leadership.

Operating income doubled since 2013

Margin recovery has been the priority in recent years. The aim of the Accelerated Improvement Program launched in 2013 was to improve the operating margin through cost and complexity reduction and an increased focus on the areas where the Group has leadership positions. From an activity perspective, the program was closed at the end of 2015. By year-end 2016, the operating margin had increased to 8.9 percent compared with 5.3 percent in 2013, despite absorption of unfavorable currency impacts. 

 

Accelerated Improvement Program

  • Focus on core brands and the most attractive product segments ("profit pools")
  • Operational Excellence
  • Dealer and retail business model differentiation
  • Further measures to turn around Americas' (former business area) results
  • Growth in emerging markets

Core brands

  • Husqvarna
  • Gardena

Profit pools

  • Professional handheld products
  • Robotic lawn mowers
  • Watering products
  • Accessories and spare parts