MARKET ACHIEVEMENTS

Kärcher Middle East (ME) operates in the The first hot-water high-pressure machine was
cleaning equipment industry and offers cleaning developed by Alfred Kärcher in Europe back in the
solutions for two major segments: Professional, 1950s. Since then, innovation has been at the core
and Home and Garden (Consumer). The of the company products and solutions, currently
professional equipment caters to business needs holding over 1,500 patents and registered designs.
and carries ten product groups, servicing twelve In 1974, the company began concentrating
target groups. The consumer products provide on its core business, which centred on high-
a cleaning solution for needs in and around the pressure machines. Also in 1974 the company
home, including outdoor cleaning. Both offer adopted the famous yellow for its machines.
holistic solutions to any cleaning requirements and The company entered the consumer market in
for any surfaces indoor and outdoor. The most with the first portable pressure washer the
popular products are the high pressure washers, a . Through the decades rcher’s push
technology invented and perfected by Kärcher. for innovation and market segmentation has
The marketing campaign for each segment resulted in the proliferation of over 3,000 types of
is different. The consumer range utilises a retail machines.
marketing strategy, direct marketing and other Thoroughness in design, product quality and
cross-channel promotions, while the professional environmental management has earned the
range makes use of trade shows, exhibitions and company recognition and quality standards. Over
direct B2B marketing platforms. The company’s the years and around the globe, Kärcher has
machines in both the professional and consumer been recognised and awarded over 120 national Alfred Kärcher designed and built the “Kärcher
segments command a strong market position, and international prizes for exemplary designs salt bath furnace”, among other products, for
for example the market share of high pressure comprising of IFA design awards, products of the tempering steel and light metal in industry
washers is above 60%. year awards, Red Dot awards, ISSA Interclean according to his own patent.
The company registered a strong turnover for awards and Plus X awards. In 1939, the company relocated to Winnenden,
the 2014/15 business year, posting double digit In rcher was certified IS where it still has its headquarters. By this time
growth and selling over 450,000 machine and standard for its environmental management the company was also producing heating devices
spare parts in the ME but has further plans to systems, and in 2008 introduced an ISO9001 for aircraft engines and cabin heating systems.
develop its base and brand in the region. Globally, compliant quality management system and Following the Second World War, the company
2014 ended with a record turnover of €2.12 received certification accordingly. It was the first turned its attention to products for urgent,
billion and the sale of 12.72 million machines. company in the cleaning industry to obtain both everyday use: round stoves, small cookers,
An avenue of focus is the opening of stand-alone IS certifications. handcarts and trailers for tractors.
showrooms and after-sales support centres In the iddle East rcher’s progress and quality Alfred Kärcher made his breakthrough into the
across the Middle East. Kärcher also expects sales standards were rewarded when the company cleaning technology industry in 1950 with the
and revenue to continue to grow in the region received an award in the Technology Category in development of the first European hot water
commensurate with positive developments in the 2015 from the German Emirati Joint Council for high-pressure cleaner (the DS 350 steam jet).
construction, hospitality, healthcare, automotive, Industry and Commerce (AHK). The design of the water heater proved to be so
and facilities management industries. pioneering that it still forms the basis of all burners
From the Jebel Ali ME headquarters a team HISTORY today.
of 83, headed by Managing Director Mr Richard Alfred Kärcher, like Gottlieb Daimler and When Alfred Kärcher died in 1959 his wife
Nouira, services the GCC and Levant countries Graf Zeppelin, was one of the inventors and Irene took over the management of the company
in sales and after sales support, logistics, customer entrepreneurs that Württemberg produced in and steered its fortunes for three decades. Today
service, and marketing. The Kärcher centre in such great number since the beginning of the their children Johannes Kärcher and Susanne
Dubai, Umm Ramool, opened in 2013 and was the industrial era. He dedicated himself to bringing his Zimmermann von Siefart are in charge of the
first in the region followed by Bahrain and atar ideas to fruition and, in 1935, he founded his own family-owned company in its second generation.
in 2015. Plans are underway to open a further company in Bad Cannstatt, Stuttgart so that he In rcher founded its first foreign subsidiary
twenty shops and service centres in the region by could produce and market his own products in in France, followed by Austria and Switzerland.
2020. the field of heating technology. Internationalisation continued apace. In 1975,
Kärcher opened a factory in Brazil; ten years
later, the company had founded sixteen sales
companies in North America, Africa, Australia and
elsewhere. By 2012, Kärcher was represented by
subsidiaries in 57 countries and generating 85%
of its sales abroad. With 40,000 customer service
points in over 190 countries, Kärcher provides
comprehensive support to its customers all over
the world.

PRODUCT
rcher’s products are designed with innovation
convenience efficiency effectiveness and
sustainability in mind.
Beginning as early as 1984, Kärcher had consumer
convenience at heart when it manufactured the
portable pressure washer for the consumer
market. In 1993, the product line extended to
indoor cleaning for consumers, and included

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 update customers of company developments,
opinion articles to spread rcher’s brand values
articles on cleaning tips, and the building of
purpose-oriented media relations.

BRAND VALUES
Innovation subsumes and defines all of rcher’s
operations. The company built itself on the
innovative, creative, and entrepreneurial spirit
of its founder. Staying true to its roots, Kärcher
continues to push boundaries of research,
employing approximately 900 personnel for its
research and development.
Innovation is the bac bone of the company’s
drive towards sustainability and eco-friendly
products. Kärcher, has consciously focused on
developing a brand identity synonymous with
sustainability, a core brand value that the company

machines such as steam and vacuum cleaners. The of batches of one An

epitome of convenience was reached when the example of this level
world’s first fully automatic robot was introduced of individualisation and
the RoboCleaner RC3000 in 2003. adherence to unique
In 2007, Kärcher rounded out its consumer customer requirements is
segment by manufacturing equipment for seen in the manufacturing
gardening, which includes pumps for watering, of Kärcher Scrubber
water removal, and water supply in households, as Drier machines, which
well as an extensive range of accessories. in 2010 recorded about
In the professional segment, Kärcher pioneered 500 variants but in 2014
roller brush technology for Scrubber Driers in registered an incredible
1986, and the cleaning effect of high-pressure variants
cleaners was nearly doubled due to a rotary rcher’s new product
nozzle (the Dirt Blaster) developed in 1995. for the ME is orientated
In the innovative TA T filter cleaning system toward the adoption and usage of steam cleaning continues to develop through strategic direction,
was developed, which has drastically improved at home and in the professional environment. such as company policy to reduce its carbon
the dust intake systems of wet and dry vacuum Average temperatures and the typical weather emissions by 20% by the year 2020.
cleaners. in the ME makes the region a breeding ground Kärcher follows strict quality controls in
Since 2009, Kärcher has been selling ultra- to bacterial cross-contamination and allergens compliance with ISO9001 and ISO14001
high-pressure cleaners which reach 3000 bars, in every-day places. While the concept of certification. Some products carry a badge
multifunctional municipal sweepers, and water steam cleaning remains new its benefits are eco logic and eco efficieny for the consumer and
dispensers, reaching new and varied target groups. immeasurable. professional range respectively, these are made of
Innovation has been, and continues to be, the recycled materials and offer specific cleaning
most important growth factor. In 2011 alone, PROMOTION functions to reduce water usage and power
Kärcher launched over 100 new products. uch of rcher’s promotional campaigns in the consumption, therefore reducing carbon dioxide
UAE and Middle East focus on building direct (CO2) emissions. In the UAE, customers who
bought Kärcher pressure washer machines for
RECENT DEVELOPMENTS relationships with existing and potential customers.
home cleaning in comparison to the simple garden
Across the Middle East, Kärcher is in the midst of To achieve this for the consumer range of cleaning
hose saved over . million litres of water in
opening new showrooms and after-sales support solutions, Kärcher has followed a focused strategy
Another important brand value at Kärcher is the
centres in Qatar, Bahrain, Kuwait, and UAE. The of opening showrooms and after-sales support
company’s focus on customers. Strong customer-
opening of showrooms in these countries is a centres across the region to acquire direct
centric strategies aimed at providing the most
re ection of the growing popularity of the rcher customers while maintaining strong and long
efficient solutions and a reliable technical support
brand in the iddle East and the company’s lasting dealer relationships in the region.
system through training and consulting support
corresponding commitment to offering quality Having made a strategic decision in 2012 to
and service and emergency hotline availability.
services to customers. enter directly into the retailing market space to To achieve company goals, Kärcher invests in its
In terms of new products, Kärcher is cater to end-user consumers, Kärcher has focused employees. As a global brand, Kärcher intends on
continuously improving and introducing new on strengthening existing relationship established satisfying the needs and requirements of their
components. In 2015 Kärcher introduced in the by direct channels with power retailers and 11,230 employees. This is no easy task and here
Middle East the Ultra High Pressure (water) electronic stores. As such, it is not uncommon to too Kärcher seeks and adopts the best practices
machine range WOMA suitable for oil and gas see Kärcher banners and promotions at stores like and innovative methodologies for multi-national
industries, dry docks, military or very demanding Ace Hardware, eMax, Sharaf DG, Carrefour, and and cross-cultural management.
industries in general. Spawning from the success, other hypermarkets in the UAE and the region.
trust and popularity of Kärcher pressure washers, Promotions and advertisements for the www.karcher.ae
automatic car wash systems were also introduced professional range of products at Kärcher are
in recent years across the region. in the form of sponsorships, exhibitions/events,
Another major innovation, called ‘Kärcher and advertisements especially in industry specific THINGS YOU DIDN’T KNOW ABOUT
uturetech’provides water treatment and magazines. In the ME, Kärcher is most active in the
purification systems decontamination systems hospitality, facilities management, construction, oil KÄRCHER
mobile catering and field camp systems for and gas, automotive, infrastructure and municipality
municipalities and armed forces. industries, which are prioritised for promotion and l Kärcher is a family owned company.
In product manufacturing, Kärcher has employed advertising campaigns. l As cleaning specialists, Kärcher has been
some of the newest technologies available. These In general, Kärcher has invested in building brand actively involved in the preservation of
are smart technologies apart of the Industry awareness and reputation across the UAE and historical monuments and buildings since
4.0 revolution. Smart technologies are enabling the ME. To achieve this, the company has utilised 1990. Among these projects are the cleaning
e ibility productivity and resource-efficiency public relations to further its reach among existing of Mount Rushmore in the USA, Luxor in
to match customer orders. Kärcher has moved and potential customers by employing strategic Egypt and Burj Al Arab in the UAE.
away from series production to the production communication tools, such as press releases to