It is a scene like from the picture book of local journalism. When fire engines are handed over, politicians are not far in Hamburg themselves. To hand over the TMF 70 telescopic mast vehicle last summer, interior senator Andy Grothe (56; SPD) also appeared to celebrate this “building block” in the “Security Infrastructure of our city”. Deletion work can now take place from up to 70 meters. The vehicle cost 1.6 million euros, a special order to the Finnish company Bronto Skylift and the Swiss Carrosserie Rusterholz.
But as much as senators, mayors, heads of office, are happy about the new fire engines, the many crises of the past few years are troubled by the manufacturers.
Photo gallery
The fire fighters
9 pictures
Photo: Rosenbauer
Even the market leader made long losses
Market leader Rosenbauer assumes a positive EBIT for 2024 with a turnover of around 1.3 billion euros. However, the company made a loss of 5.2 million euros in the half year. Manufacturer Albert Ziegler reported “to have achieved a sustainable, positive result” for 2024, on the other hand, Magirus does not target the profit zone until 2026.
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Buldic mountain of half a billion euros: Rosenbauer boss Sebastian Wolf
Photo: Eric Krügl
“The fire brigade industry is a very stable market,” says Sebastian Wolf (42), CEO of the market leader Rosenbauer from Austria, in an interview with manager Magazin. But the companies still feel the effects of the massive supply chain problems Corona times as well as the inflation And the high Energy prices As a result of the Ukraine secretary.
Now the Red Bull heir is also investing
The price increases in the procurement and higher energy costs in particular increased the manufacturers significantly in the event of long contracting times, because in the shop it is mainly used to work with fixed prices- with consequences: If the procurement or energy prices rise during the period up to delivery, the producers remain at the expense. The manufacturers are also only paid for after delivery, so that they have to advance to the procurement of the equipment.
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Mark Mateschitz gets in with Rosenbauer
Photo: Pa pictures/ Daniel Goetzhaber/ Imago
At Rosenbauer, a mountain of debt of almost half a billion euros has now piled up. In addition to the effects of coron apandemia, reasons for this were also acquisitions in the USA. In the end, the founding family was forced to reduce its share of Rosenbauer by capital increase and to bring a consortium around the Pierer Group by KTM founder Stefan Pierer (68) on board, which for the end of November KTM Had to register bankruptcy.
The Red Bull heir has also been involved in Rosenbauer since the beginning of the year Mark Mateschitz
(32), the Austrian Raiffeisen Bestrungholding and Invest Betriebsenilungen AG. “It is a statement for Austria,” Mateschitz is quoted in the media. At the beginning of April, the supervisory board positions were filled accordingly, but without prominent names of Red Bull Or the Pierer Group.
The good news for Mateschitz, Pierer and other investors: the market is increasing. The business consultancy estimates the market volume for fire engines Mordor Intelligence 2024
At almost $ 7 billion worldwide, it should be 10 billion in 2029. Fortune Business Insight, however, saw the market as early as 2024
With more than $ 16 billion. Rosenbauer counted exactly and in 2023 came to 21,000 vehicles from 7.5 tons worldwide.
“The increasing demand for advanced fire fighting technology and reliable vehicle equipment as well as the increasing awareness of fire protection and security” are the main factors for the growth of the fire engine market, according to the Fortune Business Report.
China and India grow the most
In addition to the Austrian specialist Rosenbauer, the largest manufacturers of fire engines worldwide are the US company Pierce Manufacturing, which has recently been attributed to a turnover of around $ 1.2 billion and which belongs to the US tradition group Oshkosh from Wisconsin. Other competitors are the US Group Rev Group and the Japanese Group Morita Holdings Corporation.
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Help with modern technology: A Magirus fire truck fights against fire with drone
Photo: Magirus
Cities and municipalities are the largest buyers of the vehicles worldwide. As the fastest growing, Mordor made up the Asian-Pacific area, China and India with their rapid city growth are the most important markets. Germany Again with its around 11,000 cities and municipalities, the largest sales country in Europe is considered. The vehicles of the fire fighters can also be found on factory premises of large companies such as the local corporations Volkswagen,, BASF,, BMW,, RWE and Bayer And especially at every airport.
Important manufacturers of fire engines
Rosenbauer International AG area
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Fully electrical: E-fire engine from Rosenbauer
Photo: Rosenbauer
The Austrian Rosenbauer International AG is based in Leonding in Upper Austria. The company was founded in 1866 by Johann Rosenbauer. In the meantime, more than 4,000 employees work for the listed company. Business areas are fire truck of all kinds, fire protection equipment and services in fire protection.
It is produced in nine countries. “90 percent of the fire engines we produce in Austria are intended for export,” says CEO Sebastian Wolf. Rosenbauer serves the entire range of cars, including heavy forest fire fighting vehicles and airport fire truck, and e-vehicles are now also part of the fleet. In Christchurch in New Zealand, for example, the fully electric “Panther Electric” at the airport ensures security. Rosenbauer’s turnover in 2024 was 1.3 billion euros.
Und the Albert Ziegler area
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Upgraded: a fire engine from Ziegler
Photo: Ziegler
Albert Ziegler was founded in the 19th century. The headquarters are located in Giengen an der Brenz in Baden-Württemberg. For 2024, Ziegler reported sales of more than 300 million euros.
In Germany, the company produces 400 to 500 fire engines per year, including the foreign locations and including outpatient cars, there are 1000 units. The largest single market is Germany. Ziegler also wants to grow in other European countries, in the Middle East and in Southeast Asia.
Ziegler was involved in the fire department cartel recorded by the Federal Cartel Office in 2011. The company then had to pay a fine of eight million euros and subsequently slipped into bankruptcy. In 2013, Ziegler was taken over by the Chinese provider China International Marine Containers Group (CIMC).
Und the Magirus area
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Not afraid of heights: Magirus is particularly successful with aerial ladders
Photo: Magirus
Until a few weeks ago, the company was still called Iveco Magirus, but now the Italians have got out. Magirus was founded in 1865 as a manufacturer of truck, omnibus and fire engines and adopted by Humboldt-Deutz in 1936. The company then operated under Magirus Deutz. In 1975 Iveco joined. In 1983 Magirus Deutz was renamed Iveco Magirus.
At the beginning of 2025 Iveco ended his commitment to Magirus. The new partner, the Mutares investment company, is now aiming for the profit zone for 2026.
According to the Federal Gazette, Iveco Magirus implemented around 1.36 billion euros in 2021, but the shortfall was 19.665 million euros. Magirus employs over 1,400 people at four locations in Europe: in Ulm, Brescia (Italy), Chambéry (France) and Premstätten (Austria). The company should think about relocations.
Iveco Magirus was also involved in the so -called fire department cartel in 2011 and had to pay the highest punishment from all companies involved: 47.5 million euros.
Rev Group area open
The US Rev Group from Brookfield in Wisconsin used to operate under the name Allied Speciality Vehicles. The group also builds special vehicles for rescue workers and camping cars. The school bus brand Collins was recently sold. The group’s 30 brands also include the fire engine brands E-One, Ferrara Fire Apparatus and Smeeal Fire Apparatus. The group sells the fire engines almost exclusively in the USA and Canada.
Rev implemented $ 2.4 billion in his fiscal year 2024 (end of October).
Unden
The Oshkosh Corporation group is also located in the state of Wisconsin, but in Oshkosh Town. The portfolio includes all possible commercial vehicles, including fire and military vehicles. The fire engines appear under the Maximetal brand and are delivered in the USA and Canada. The group reported sales of almost eleven billion dollars for 2024.
Und the Morita Holdings Corporation
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Kreschaft Bronto Skylift from Finland belongs to the Japanese group Morita Holdings
Photo: Oliver Gerber/ Safety Signage
The Japanese company Morita Holdings Corp. was founded in 1907. The headquarters are divided into Osaka and Tokyo. The group produces fire engines, fire extinguishers, disaster protection facilities and also deals with the planning and construction of environmental systems. In Europe, the crime specialist Bronto Skylift from Finland belongs to the group. The corporate turnover will be specified in 2023 with around 37.86 million euros.
In Germany, manufacturers Rosenbauer, Magirus and Albert Ziegler shape the market. In addition, companies such as Schlingmann, Lentner or Wiss would vouch for orders. Also Daimler Truck Unimogs already delivers at the factory with a variety of equipment features for forest fire and disaster protection, but is primarily asked as a supplier of the chassis, as well as one, VW, Iveco, Scania or Tatra from the Czech Republic. The latter also showed interest in Rosenbauer last year, but went away empty -handed. In addition, companies such as the Nordic Rescue Group from Finland, the Euro GV from Slovenia as well as the French companies Desautel and Sides are also active across Europe.
Almost 15 years ago, an economic scandal shook the manufacturers of fire engines. The Bundeskartellamt revealed in 2011 that the manufacturers had agreed on each other over a period from 1998 to 2007, on the one hand when applying for orders and on the other hand at the prices. There were two cartels: once it affected extinguishing vehicles, and on the other hand. The Bundeskartellamt descended the companies concerned for millions. Iveco Magrius, Schlingmann, Rosenbauer and Ziegler shared the market for extinguishing and setting vehicles at the time with a market share of around 90 percent. Dominated in fidgeting vehicles Metz Aerials (Rosenbauer) and Iveco Magirus with a market share of almost 100 percent
. There were agreements among these manufacturers: Iveco Magirus, Ziegler, Schlingmann and Rosenbauer. The latter acted as a key witness in the cartel in the lifting car and therefore remained unpunished. However, Rosenbauer was sentenced to a payment of 10.5 million euros. Ziegler had to pay eight million euros, Schlingmann two million euros and Iveco Magirus 47.5 million euros. For Ziegler, the penalty payments had significant consequences, the company reported bankruptcy shortly afterwards and was later taken over by the Chinese company CIMC.
How sustainable is the procedure? The Bundeskartellamt told Manager Magazin not to continue to observe the market, and the office would only work for complaints. Bernd Düsterdiek, deputy at the German Association of Cities and Community and for urban planning, awarding, environmental and climate protection, explains that the municipalities are aware that a few providers can come about. This was also shown by the fire engine cartel, which was opened a few years ago. “We are currently not aware of any further cases.” The companies surveyed by Manager Magazin explained that they train their employees accordingly.
Nevertheless, the market concentration among manufacturers of fire engines is considered high. Few large players compete with regional, smaller manufacturers. From an oligopoly that once Bundeskartellamt However, the Rosenbauer CEO does not want to speak in the course of the fire department cartel. There are many smaller producers on the market. This is also the case with the provider Albert Ziegler, which is now part of the Chinese logistics company Cimc. “Depending on the vehicle type, there are more than ten national and an additional 30 local builders in Europe alone who regularly take part in tenders,” says Ziegler sales director Markus W. Weber. Ziegler and Rosenbauer were affected by others in the course of the antitrust procedure in 2011 by fines due to agreements.
Each region has different requirements for fire engines
Often the municipalities have to wait around two years for their new cars. It usually takes long for the new fire engine to be assembled, tested and delivered according to the individual wishes of the clients. The vehicles are abbreviated HLF, TLF, LF, RW or simply aerial ladder. The various vehicle types such as tank fire engine, fire -fighting group, rescue vehicle or aid extinguishing group vehicle are hidden behind the abbreviations.
The costs per vehicle usually amount to well more than 200,000 euros, depending on the type and individual equipment. In the case of a turntable ladder, you have to expect costs of over half a million euros. “An HLF is around 600,000 euros in the price range,” says Weber. But, see Hamburg, it can also be more expensive.
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Height rescuer: With the TMF 70 it goes up to 70 meters into the air
Photo: Safety signage
Rosenbauer wants to deliver 2300 vehicles 2025
A price driver is the individual wishes and official provisions. “There are different requirements in every region,” says Rosenbauer boss Wolf. This affects the axis width, the length of the vehicles, the heavy, the engine, the radiator hood. For example, wagons that are approved in the EU should not drive in the United States. And the heavy vehicles used at airports should not drive on normal roads, as they weigh too much. For these reasons, too, most providers work more regionally than nationally.
Rosenbauer, on the other hand, wants to extinguish the whole world. “We delivered around 2100 vehicles in 2024, and around 2300 are planned in 2025,” reports Wolf. The order input is 1.7 billion euros. The company wants to grow especially in the USA. Precisely because of the climate change and the long dry phases caused thereby, vehicles against forest fires are also required.
The CEO does not assume that the newly raised US tariffs would particularly affect the company, because the Austrian company also produces in several of its own works in the States. Rosenbauer has a total of 15 locations in nine countries in Europe, USA and Asia. In Germany they produce in Luckenwalde and Karlsruhe.
Italy’s Iveco was just getting out of Magirus
Magirus, one of the great providers in Germany, also feels how difficult the highly specialized business can be. The company operated under Iveco Magirus for years, but the Italians from Iveco got out. From now on, the Munich investment company Mutares says: “We want to lead Magirus 2026 back into the profit zone,” says Mutares-Cio Johannes Laumann (42) in an interview with manager Magazin. With standardizations, the product range should become clearer and more predictable, but above all the costs should down. So far, Magirus has been producing in Ulm, Austria, Italy and France. Does that stay that way? “We are also thinking about factories,” says Laumann with a view to labor costs.
Magirus wants to grow especially in Europe and the USA. “We have to precede in which we are good,” says Laumann, and above all mean the success of turntable ladder vehicles. According to its own statements, their market share is around 50 percent in this country. The city of Cologne has just received nine of these cars.
More on the subject
Will the companies benefit from the new armaments investments in Europe and Germany? The producers deliver fire trucks to the military. For example, Rosenbauer received a contract for 60 airport extinguishing vehicles from the Bundeswehr, as well as for forest fire fighting vehicles, but the companies surveyed by Manager Magazin do not want to open a division. Unlike Oshkosch in the United States, the local providers are not active in the armaments area – and apparently also want to maintain this.