Kärcher increased sales to 2,905 billion dollars
Kärcher starts the 2020s full of determination: Sales record in 2019, CO2-neutral by 2021.
With 2.905 billion dollars, Kärcher increased its 2019 sales by 2.1 percent compared to the previous year. A good prerequisite for continued investment – 170 million dollars was invested in the last year. Completely new accents in the customer address will have a share: 2020 sees the start of an extremely emotionally charged brand identity on a global scale. A special company focus is on the new sustainability strategy, which plans that all plants worldwide will be CO2-neutral by 2021.
Sustainability creates added value
Kärcher's employees are an important basis for sustainable corporate growth. The number of employees at the turn of the year was 13,500 (up 500). Five new national subsidiaries were also set up in order to further adapt the corporate structure to current market developments. New capacities were also created in the Board of Management on January 1, 2020 with Stefan Patzke for Finance and Michael Häusermann for Special Business Units.
"Since the beginning of 2010, we have doubled our turnover. One reason for this extraordinary development is certainly the fact that our family business essentially stands for value preservation and sustainable management," adds Hartmut Jenner. For a long time now, Kärcher has been focusing on increasing the efficiency of its products and saving resources. Apart from the CO2 neutrality, the reuse and recycling of raw materials, as well as the reduction of plastics in packaging materials, are on the sustainability agenda.
In cooperation with the Global Nature Fund, in the last eight years Kärcher has built green filter systems for water treatment in 15 village communities on three continents, the most recent was in Jordan in 2019.
The cleaning specialist got involved on the social front as a sponsor of the One Earth – One Ocean environment organization, which campaigns against the littering of the oceans.
Innovation creates added value
Anyone who wants to be successful in the future needs convincing innovations:
Kärcher launched 150 new products in 2019 – more than ever before in one year. The "Kärcher Battery Universe" with 43 new products from garden tools through to the first battery-powered pressure washer for professional users is one of the key topics.
The integration of suitable companies into the company network is also part of the innovation strategy. In 2019, Kärcher acquired the Berlin-based IT company SoniQ Services GmbH: It provides building service contractors with intuitive software for the efficient planning and control of their entire service process. Since last September, Max Holder, the market leader for multifunctional municipal vehicles, has also been part of the Kärcher Group.
Responsibility creates added value
Kärcher has always been committed to people and society. In 2019, the company restored eleven structures worldwide from Vietnam to the Philippines and Israel through to Germany. The cleaning specialist gets involved on the social front as a sponsor of the One Earth – One Ocean environment organization, which campaigns against the littering of the oceans. In cooperation with the Global Nature Fund, in the last eight years Kärcher has built green filter systems for water treatment in 15 village communities on three continents, the most recent was in Jordan in 2019.
In 2019, Kärcher cleaned a large part of the Franconia Fountain at the Würzburg Residence. The fountain was a gift to Luitpold, Prince Regent of Bavaria, on the occasion of his 70th birthday. It was known as the "love monument of the whole Frankish people".
The limestone facade of the Church of the Redeemer was freed from graffiti. Built between 1893 and 1898 on the site of the crusader church of Santa Maria Latina, the Church of the Redeemer is a German evangelical church in Jerusalem's old town.
Green light for 2020: Time for the wow factor
A new brand identity beginning spring 2020 should create enhanced visibility for Kärcher as a company and the various product categories. "We are now placing a greater emphasis on the emotional effect when addressing our target groups," explains Hartmut Jenner. The focus is on value preservation – whether it is garden maintenance, the restoration of a vintage car or the maintenance of an industrial system.
An extremely emotionally charged brand identity with new imagery starts in 2020.
The new brand identity also focuses on a younger target group.
Kärcher is now placing an even greater emphasis on the emotional effect.