STIHL 090, 041 AV, S-10, E-15 Chainsaw Advertising 1967

This is a series of STIHL Chainsaw advertisements from the October 1967 edition of Popular Mechanics.

It’s interesting and noteworthy because I haven’t found a series of chainsaw ads, one after another like this, anywhere else. It has a cover page followed by ads for the 041 AV (with an explanation of the new AV feature), the now-rare STIHL S-10 top-handle version, a list of STIHL distributors in the SUA, the Mighty STIHL 090, and then the powerful electric STIHL E-15 Chainsaw.

Here’s a short video showing the ads as you flick through the magazine, followed by the images and content from the ads.

First up, here’s the title page… unusual in itself!

New from Stihl

New Lightweight Electric STIHL E 15
Quiet! Clean! Powerful!
A 110 or 220 Volt Beauty!

The Mighty STIHL 090
The World’s Most Powerful Chain Saw!
15 GIANT HORSEPOWER

Now! Because You Asked For It!
The World’s First Low Priced Chain Saw
with All Quality Features… formerly
found only in higher priced saws.
S 10

Only STIHL offers You the World’s First and Only Chain Saw with Built-in Shock Absorbers to eliminate vibration
STIHL 041 AV

Next was this full-page spread on the STIHL 041 and the new Antivibration feature.

We have already typed out the content for the 041 AV advert here.

Next was this page on the lesser-known STIHL S-10 Top Handle Chainsaw.

NOW! BECAUSE YOU ASKED FOR IT!!!

World’s First and Finest CHAIN SAWS – Bring You
STIHL’S QUALITY & WORKMANSHIP
STIHL’S FINE PERFORMANCE AND
STIHL DEPENDABILITY IN . . .

A NEW ECONOMY MODEL THE S-10

The only Economy model made with Positive Automatic Oiling and Roller Nosed Bar!

NOW YOU GET ALL THESE OUTSTANDING FEATURES

• Formerly Only Found In Higher Priced Quality Saws.
• Positive automatic oiling
• Ball and roller bearings throughout
• Integrated fuel and oil tanks
• Tillotson—“all position” carburetor
• Famous Bosch ignition system
• 16″ roller nose bar
• Big 5 horsepower output
• Weighs only 15 lb. (complete with bar and chain)

IT’S A STIHL!
WITH PROVEN STIHL QUALITY & PERFORMANCE!

(OREGON CUTTING CHAIN logo in bottom right)

On the next page was another 041 feature.

Next, a list of STIHL DISTRIBUTORS FROM COAST-TO-COAST alongside an ad for the STIHL Cutquik Wonder Saw.

I’ve included the list of dealers at the end of this article.

NEW and TERRIFIC!
STIHL

CUTQUIK®
WONDER SAW
for
• FIRE & POLICE DEPTS.
• RESCUE SQUADS
• AUTO WRECKERS
• UTILITY MAINTENANCE TEAMS, ETC.

The Most Fabulous Tool Ever Made for CUTTING…
STEEL, STONE, CONCRETE & COMPOSITION MATERIALS

Next up was the STIHL 090 advert.

ONLY FROM STIHL

The MIGHTY 090

WORLD’S MOST POWERFUL CHAIN SAW!

with 15 GIANT HORSEPOWER!

WHETHER YOU MEASURE IT AT THE CRANKSHAFT OR AT THE CHAIN, NO PORTABLE CHAIN SAW IN ALL THE WORLD CAN BEAT THE POWER AND THE CUTTING PERFORMANCE OF THE STIHL 090!

This is the BIG ONE! The saw made for the real BIG timbermen in the real BIG timber! Its mighty 15 horsepower, 8.5 cu. in. displacement engine has made it the champion and favorite performer, not only in our own Northwest, but also in the great forests of Europe, South America and the Orient. Power-wise and performance-wise this STIHL chain saw stands unchallenged!

Among the outstanding characteristics offered by this great saw are: Decompression port for easy starting—Automatic oiler with automatic quantity control—Large dimension air filter—Over one quart tank capacity for a full hour of uninterrupted performance and an “all-position” carburetor.

NEVER SETTLE FOR LESS THAN THE BEST! INSIST ON STIHL!

And lastly, the ad for the STIHL E-15.

A NEW, POWERFUL LIGHTWEIGHT ELECTRIC
STIHL
110–220 Volt, Single-Phase Chain Saw
CHAIN SAW
E-15

When you use a STIHL E-15 lightweight electric (2.6 h.p.) chain saw your cutting is not limited to boards and small construction timber.

This saw incorporates sufficient power, durable performance and constant cutting speed to handle larger cutting jobs. Thus, it has proven itself perfect for both the “do-it-yourself-er” and the production cutter.

The 110-220 volt motor of the STIHL E-15 with a 1900 watt output provides much more power than you would expect from conventional saws of this type. To meet local electrical engineering regulations, it has been designed to eliminate radio interference and has the protection of double insulation.

The E-15 has an automatic chain oiler, oil level inspection window and uses ⅜” chipper chain. The bevel gear reduction ratio is 3.4 and the chain speed is 33 ft. per second.

These features compare closely to those of a gasoline powered saw and guarantee smooth cutting capacity. It is available with 13″ and 16″ bars and each new saw comes complete with a set of service tools.

No need to worry about unnecessary noise, special fuel or other starting problems. Just plug it in and your STIHL E-15 is ready to go.

And here is the list of STIHL Distributors in the USA in 1967.

STIHL DISTRIBUTORS FROM COAST-TO-COAST

H. C. Davis Forestry Supply
Jacksons Gap, Alabama

Aero Service
Anchorage, Alaska

Cutter’s Supply
Show Low, Arizona

Ward Chain Saw Supply Inc.
Malvern, Arkansas

Midway Distributing Co.
Chico, California

Stihl Distribution Co.
Santa Fe Springs, Cal.

Jack “Chief” Beatty
Denver, Colorado

Waterbury Power Equipment
Waterbury, Connecticut

Florida Corporation Stihl
Pompano, Florida

Crawford Supply Co.
Tucker, Georgia

Meier & Frank Equip. Co.
Boise, Idaho

Stihl American Hawaii
Honolulu, Hawaii

Carter Saw Shop
Mayfield, Kentucky

A. D. Soucy Co.
Fort Kent, Maine

C. V. Foster
Baltimore, Maryland

Dan Ingersoll
Chestertown, Maryland

Cliff Jones Chain Saw Sales
Montague City, Massachusetts

Ball Sales & Services, Inc.
Mount Morris, Michigan

Carraway Auto Parts
Jackson, Mississippi

Gulf Coast Distributors
Biloxi, Mississippi

The Wright Co.
Tupelo, Mississippi

Crader Distributing Co.
Marble Hill, Missouri

Ozark Equipment Co.
Rolla, Missouri

Josso-Frazer Supply Co.
St. Joseph, Missouri

Elmco Distributors, Inc.
Parsippany, New Jersey

Art Gary
Ransom, New York

Piedmont Power Mower Co.
Gastonia, North Carolina

Dakota Wood Products
Bottineau, North Dakota

Bryan Equipment Sales
Cincinnati, Ohio

United Welding Co.
Wellington, Ohio

The Red Bird Supply Co.
Tulsa, Oklahoma

Ralph A. Laubach Saw Equip. Co.
Thompsontown, Pennsylvania

Montgomery’s Mill Supply
Delta Pennsylvania

Northern Seed & Tractor Co.
Allison Park, Pennsylvania

J. C. Cannon Chain Saw Co.
Clinton, South Carolina

Reade Electric Equipment Co.
Walterboro, South Carolina

Power Tool Co.
Johnson City, Tennessee

Reynolds Sports
Paris, Tennessee

Gruen & Meuller Equipment Co.
San Antonio, Texas

Universal Safety Equipment
Salt Lake City, Utah

W. W. Morton
Sportsylvania, Virginia

Virginia Saw & Tool
Roanoke, Virginia

Ashburn Saw Supply
Ashburn, Georgia

Eliason Industrial Sales Co.
St. Germain, Wisconsin

Wisconsin Midstate Distributors
Mauston, Wisconsin

You can see all of this in the archived version of the magazine here. Also, check out this old STIHL Power Tools Catalog!