Product Profile: April 1999, Crawler Creates Convenience

Like many original ideas, the one Roy Steele had was met with, if not skepticism, raised and slanted eyebrows.

Not that you could blame his partners at Suburban Landscaping in Oldcastle, Ontario. What Steele was proposing was not only untried in the area, but also relatively expensive.

First, he wanted to switch the company’s practice of sodding by hand to mechanically laying large rolls of sod.

“Nobody did big rolls in this area,” said Steele. “We had to convince customers that this way was the way to go.”

Secondly, Steele planned to accomplish this by purchasing a relatively expensive all-purpose crawler he’d become impressed with after a private contractor had used one on a job for Suburban Landscaping. But, while these low ground pressure, rubber-tracked machines had earned a growing following in the U.S., they were relatively unheard of in Ontario.

“I had a hard time convincing my partners to purchase one, mainly because of the price tag ($50,000), and the machine was relatively unknown here,” Steele said.

Suburban Landscaping, a 41-person business operating on the Canadian border near Detroit, Mich., settled on the HD4500 Posi-Track all-purpose crawler built by ASV Inc. of Grand Rapids, Minn. – the same machine Steele had watched the contractor use.

By using a sod-rolling attachment fitted to the front of the machine through a quick attach system, it wasn’t long before Steele’s idea proved true. The attachment grabbed the sod by extending rotating cones into both sides of the tube at the center of the roll. The sod could be rolled out directly in front of the machine, while the all-purpose crawler’s rubber tracks lightly compacted the sod into the soil.

“You can see the roll perfectly in front of you so you can lay it directly in the seam,” said Steele. “And the seam ends up being right in the middle of the track, so although the track doesn’t have much pressure, it presses the seam together and helps the sod stay in place.

“Before, it would take two days and 10 men to lay 10,000 square yards of sod,” Steele added. “That job takes one day and five men now.”

Steele claims the practice has made the company more competitive and has vastly improved its margins. From April 1998, when Suburban bought the all-purpose crawler, through December 1998, Suburban’s revenues nearly doubled compared to its sales during the same nine months the year prior. Steele ties at least 25 percent of the increase directly to the use of the all-purpose crawler.

ASV’s crawlers have a light footprint (3.0 psi), rubber tracks and stability. Because these machines travel over nearly any terrain – wet, steep, fragile, rough – with little damage to the ground, work can be done just about anywhere.

“Best of all, we discovered we could use the machine for more than just sod rolling – digging, grading, snow removal,” said Steele. “We’re getting jobs we never would have gotten before.”

The author is senior account executive at Carmichael Lynch Spong.

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