Tariffs And Competition Will Strain Automation Markets But Spark Hope

Key Takeaways

• Rising demand for automation and sustainable cleaning supports Tennant's growth, but margin pressures persist from tariffs, compliance costs, and competitive price dynamics.
  
• New product launches and investments in robotics open higher-margin opportunities, yet slow adoption and market shifts may limit longer-term revenue and earnings growth.
  
• Exposure to tariff risks, margin pressure, disruptive competition, and slow automation adoption threatens revenue growth, profitability, and market stability across key regions and end-markets.

Catalysts

Designs, manufactures, and markets floor cleaning equipment in the Americas, Europe, the Middle East, Africa, and the Asia Pacific.

• While Tennant stands to benefit from heightened global hygiene standards and a sustained tailwind in demand for advanced cleaning and automation solutions-especially with the accelerating adoption of autonomous mobile robots and their Clean360 Equipment-as-a-Service model-persistent cost pressures from tariffs and potential new semiconductor levies could offset these gains and weigh on both gross and EBITDA margins in the near to medium term.
  
• Although the launch of the Z50 Citadel Outdoor Sweeper marks a meaningful expansion into the industrial outdoor market segment, leveraging existing sales channels and aftermarket services, the company's exposure to intensifying price competition-especially from China in APAC and EMEA-raises the risk of continued sales volume softness or diminished pricing power, putting future revenue and market share growth at risk.
  
• Tennant's ongoing investment in robotics, new AMR products, and entry into adjacent markets positions it to open higher-margin and recurring software/service revenue streams; however, slower-than-expected adoption rates or technological leapfrogging by competitors in advanced autonomous cleaning solutions could limit upside to net margin and earnings growth.
  
• While increasing environmental regulation and customer preference for sustainable, low-chemical cleaning solutions align with Tennant's innovation strengths and could support premium pricing, compliance costs and the possible need for further product redesign may pressure net margins, especially if regulatory regimes tighten faster than anticipated or outpace Tennant's R&D cycles.
  
• Despite robust order rates and confidence in a strong second half, Tennant's continuing reliance on industrial and commercial real estate sectors leaves it vulnerable to structural shifts such as remote work adoption and muted facility CAPEX, which could cap longer-term revenue growth even amid successful efficiency and cost optimization initiatives.

Tennant Future Earnings and Revenue Growth

Assumptions

• This narrative explores a more pessimistic perspective on Tennant compared to the consensus, based on a Fair Value that aligns with the bearish cohort of analysts.
• The bearish analysts are assuming Tennant's revenue will grow by 5.2% annually over the next 3 years.
• The bearish analysts assume that profit margins will increase from 4.8% today to 10.0% in 3 years time.
• The bearish analysts expect earnings to reach $145.8 million (and earnings per share of $7.82) by about September 2028, up from $60.7 million today. The analysts are largely in agreement about this estimate.
• In order for the above numbers to justify the price target of the more bearish analyst cohort, the company would need to trade at a PE ratio of 13.8x on those 2028 earnings, down from 24.4x today. This future PE is lower than the current PE for the US Machinery industry at 24.0x.
• Analysts expect the number of shares outstanding to decline by 2.14% per year for the next 3 years.
• To value all of this in today's terms, we will use a discount rate of 8.32%, as per the Simply Wall St company report.

Tennant Future Earnings Per Share Growth

Risks

• Heightened global tariff risks and persistent macroeconomic uncertainty, especially regarding US-China and semiconductor tariffs, could pressure input costs and limit Tennant's ability to fully offset cost inflation with price increases, putting sustained downward pressure on gross margins, EBITDA, and net earnings over the long term.
  
• Intensifying price competition from Chinese manufacturers, especially in the APAC and EMEA regions, is leading to ongoing volume declines and challenges in passing through price increases, raising the risk of weaker revenue growth and further margin compression as commoditization accelerates worldwide.
  
• The shift toward automation and AMR (autonomous mobile robotics) solutions is creating growth opportunities, but slow adoption, technology disruption from new entrants, or Tennant's inability to maintain a rapid innovation cycle could result in loss of market share and limit both revenue and high-margin service growth.
  
• Ongoing structural weakness and demand variability in international markets-particularly in China, Germany, and the Middle East-highlight Tennant's risk exposure to regional macroeconomic slowdowns, which could drive persistent sales declines and undermine overall long-term revenue stability and diversification.
  
• Continued reliance on large industrial and commercial real estate segments, sectors potentially vulnerable to post-pandemic remote work dynamics and changes in facility capex priorities, increases Tennant's exposure to secular shifts that may lead to a shrinking addressable market and pressure on top-line growth and earnings.

Valuation

• The assumed bearish price target for Tennant is $93.0, which represents the lowest price target estimate amongst analysts. This valuation is based on what can be assumed as the expectations of Tennant's future earnings growth, profit margins and other risk factors from analysts on the more bearish end of the spectrum.
• However, there is a degree of disagreement amongst analysts, with the most bullish reporting a price target of $125.0, and the most bearish reporting a price target of just $93.0.
• In order for you to agree with the bearish analysts, you'd need to believe that by 2028, revenues will be $1.5 billion, earnings will come to $145.8 million, and it would be trading on a PE ratio of 13.8x, assuming you use a discount rate of 8.3%.
• Given the current share price of $80.07, the bearish analyst price target of $93.0 is 13.9% higher.
• We always encourage you to reach your own conclusions though. So sense check these analyst numbers against your own assumptions and expectations based on your understanding of the business and what you believe is probable.