Husqvarna Division

Share of Group Net Sales
Operating income and margin

The Husqvarna Division’s core brand is Husqvarna, which is used globally and accounts for the majority of sales. Other regional or tactical brands include Zenoah in Japan and Jonsered which is used mainly in Scandinavia and North America.

End-users are found in areas such as forestry, tree care, landscaping and commercial lawn and garden services, as well as among home- and landowners. The overall global market share is around 20 percent, with a relatively stronger position in Europe. By product category, market positions are strong for handheld products, especially chainsaws, and for wheeled products. For robotic lawn mowers, Husqvarna is the undisputed global market leader.

The division operates globally, with the majority of sales generated in Europe and North America. This means that further opportunities exist in emerging markets, which offer relatively higher growth rates. Product and services innovation is critical for the division’s long-term competitiveness. The Husqvarna Division is the main research and development (R&D) driver in the Group. R&D has a broad, end-user insight-driven approach.

Profitable growth ambition

The Husqvarna Division delivers well above double digit operating margins and there are attractive growth opportunities in the market. For this reason, its aim is to realize profitable growth. In the long-term, strengthening the professional market share and further increasing brand recognition is of the utmost importance. Since professionals are reached through the dealer channel, the Husqvarna Division aims to be the channel’s preferred business partner. 

Focus on commercial end-users

The commercial lawn and garden segment is the largest professional opportunity. It involves a differentiated distribution approach to fulfill the high service and technical support requirements from these customers. In addition to supplying products that enable productivity gains and increases in uptime, safety and sustainability features such as improved noise and emission conditions are also important. Battery-powered products play an important role in this context, which is why it is important to leverage application knowledge to claim a leadership position in this area as well.

Leverage market leadership in robotic mowers

In the demanding consumer (prosumer) market, robotic lawn mowers together with other battery-powered products are considered the biggest growth opportunities. For many years, Husqvarna has been the global market leader in robotic mowers. Maintaining this position and fully capitalizing on this growing market is critical. Key areas include continued R&D investments as well as differentiated strategies depending on robotic mower maturity. To fund profitable growth activities, the division will continue to focus on reducing cost and improve efficiency. 

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Priorities

  • Dealer channel business development
  • Commercial lawn and garden
  • Parts and accessories
  • Robotic lawn mowers
  • Battery-powered products
  • Emerging markets

Brands

  • Husqvarna
  • Zenoah
  • Jonsered

Product range

  • Handheld products, including petrol and battery-powered as well as corded such as chainsaws, brush cutters, trimmers and leaf blowers
  • Wheeled products such as front riders, garden tractors, zero-turn mowers, walkbehind mowers and snow throwers
  • Robotic lawn mowers
  • Accessories and spare parts

End-customers

  • Professional users
  • Demanding consumers ("prosumers")

Distribution channels

  • Dealer-centric
  • Multi-channel

Main competitors

  • STIHL Group
  • Deere & Company
  • Honda
  • Toro
  • Yamabiko Corporation