Mower vendors cultivate interest with styling, extra power

Mower Vendors Cultivate Interest with Styling, Extra Power

LOUISVILLE, Ky. -- Aerodynamic styling. Horsepower race. Four-wheel steering. Color-coordinated steering wheels and seats. Signature model series.

It was no accident that reps at Expo 89, the lawn and garden show of the Outdoor Power Equipment Institute sounded as if they were selling new cars when describing features on their new riding mowers, garden tractors and push mowers.

For many of the selling points associated with the automotive industry have shifted down to mowers--even electric starters for push mowers.

Mower producers, such as Mastercut, MTD, Dynamark and Murray, are "taking lessons from the automotive people," said Richard Takata, buyer for Pay 'N Pak, a warehouse home center chain based in Kent, Wash. "Customers like the pizzazz" of newly restyled riding mowers, he said.

Mower designers have adopted the rounded, aerodynamic looks of Ford, said Jim Weaver, category merchandise manager for The Andersons, Maumee, Ohio. "Customers are really going to go for it," Weaver predicted.

Styling is the main thing at the show that drew the eye of Bill Sullivan, buyer for the Army and Air Force Exchange System.

"Mowers are aerodynamic, whatever difference that makes when you're going 8.5 miles an hour," Sullivan said sardonically. But he added that "looks will make a difference to the customer."

In a "cosmetics" redesign, MTD brought out what it calls a "Signature" line of lawn tractors, featuring wheel covers and matching steering wheels and seats. At Expo 89, held July 31 to Aug. 2, MTD was displaying three different decorative schemes (such as gray and maroon, rather than the standard red) for its Signature series. For production, it will select the scheme that proves the most popular.

Four-wheel steering (such as on Dynamark and MTD's upscale line, Yard Man), drew the attention of Mike Spear, vice president, merchandise manager for Wal-Mart's Hypermart USA.

Models such as Dynamark's new 18-horsepower lawn tractor with four-wheel steering are priced to retail for $2,300 to $2,500, and Dynamark claims the model can mow around a bush 12 inches in diameter.

"Price is a consideration," Spear said, "and may reach down to the Hypermart USA level."

And, the horsepower race is on, even for push mowers, vendors say. Customers are stepping up to 12-horsepower riding mowers from 10- and 11-horsepower models. Where 3.5-horsepower engines were the norm on push mowers, customers are moving up to 4-horsepower and even 5-horsepower.

Out of 3 million mower engines Tecumseh ships this year, about 200,000, or 15 percent, will be 5-horsepower, said Dave O'Connell, marketing vp. Tecumseh has offered a 5-horsepower engine line for five or six years, he said.

Briggs & Stratton this year introduced a competitively priced 5-horsepower engine and expects that about 15 percent of its 1990 shipments will be 5-horsepower, said Floyd Bretzman, a show rep.

A 5-horsepower engine gives retailers another feature to differentiate their offerings from competitors' models, vendors say, and enables them to increase mower retails by at least $20.

High-wheel push mowers represent another strong trend, Tecumseh's O'Connell said. Murray Ohio has seen a "huge increase" in 5-horsepower, high-wheel mowers, O'Connell said.

High-wheel mowers, known for easier handling on rough ground, are moving out of their Southern stronghold into such Northern states as Michigan and Minnesota, a Rally show rep said.

Rally produces a 5-horsepower, high-wheel model priced to retail for $199.

About 10 percent of Murray Ohio push mowers will be high-wheel this year, compared with 7 percent last year and 1 percent in 1984, said Tom Hannon, a Murray show representative.

Murray produces a rear-bagger high-wheeler with a 5-horsepower engine and 21-inch cut intended to retail for $210, he said. That compares with a retail of about $225 on its 5-horsepower model with conventional wheels.

In engines, there is a "bigger is better syndrome," Hannon said. "The male buyer is horsepower crazy."

Murray has offered 5-horsepower engines for two years, and this year they will account for 15 percent to 18 percent of shipments and 20 percent next year, Hannon predicted.

At the other end of the scale, Mastercut introduced at the show what it calls a Micro series of four, 16-inch cut mowers powered by 2-horsepower, two-cycle engines. Mastercut expects the Micro's lighter weight and smaller size will appeal to senior citizens and women. The rear-bagger Micro is priced to retail for $220 and a side discharge model is priced at $185.

Electric starting is another bell and whistle that vendors such as Rally have added to push mowers. The price point on its self-propelled, rear-bagger model with electric start and 5-horsepower engine is $399.

"I love it," exclaimed Rich Wilson, divisional merchandise manager, leisure time, for Bradlees, when a Rally rep hit the starter switch.

In an effort to increase show attendance, the OPEI is shifting show dates for Expo 90 so it opens on a Sunday, rather than a Monday. Expo 1990 will run from July 29 to 31.

Pre-registration for Expo 89 rose to about 24,000 from 22,290 in 1988. The number of buyers who pre-registered rose to about 800 from 600.

For the first time, OPEI this year tallied the number who actually attended, but results were unavailable by presstime.

PHOTO : Rich Wilson, dmm, leisure time, Bradlees, and Cathy Savchick, buyer, pose at Rally's booth

PHOTO : (right); a distributor tests the four-wheel steering on a Dynamark mower (left). High

PHOTO : wheels and 5 horsepower engine on Murray mowers (inset) illustrate other hot trends at

PHOTO : Expo 89.

PHOTO : Mastercut introduced a line of 16-inch cut Micro mowers powered by 2-horsepower engines.

PHOTO : The lighter units are aimed at women and the elderly.

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