The Power Equipment Industry On The Move: Eye On Equipment

But as technology drives improved product development, other factors arise that could push the power equipment industry off course. Here, a group of leading industry professionals share their views on the state of the power equipment industry.

What have been the most significant changes in the power equipment industry in the last five to 10 years?

The most significant changes have been an increase in higher horsepower engines, an increase in the search for equipment and systems that will significantly increase productivity and a shift from walk-behind mowers to zero-turning radius units. – Brian Masterson, The Toro Company

There’s a proliferation of specialty and core products unheard of a few years ago, such as stick edgers and zero-turn mowers. – Mark Michaels, Husqvarna Forest & Garden Co.

Ten years ago, most manufacturers had a “build it and they will come” attitude, but today the successful manufacturers get input from the end-user early on in the product development stage. We are now also seeing better financing options, better warranties and more respect for the industry overall by the manufacturer as well as the dealer. – Richard Miller, Wilson Tractor

The most significant changes include increased productivity from higher horsepower engines, increased productivity provided by wider mower decks that are mounted on front mowers to provide both wide-area mowing and trim work, nimble zero-turning radius riding machines that can mow in tight spots and reduce trimming time and walk-behind mowers with hydrostatic drives that are easier to operate. – Bob Tracinski, John Deere & Co.

The manufacturer-dealer relationship has improved to offer dealers more knowledge so we can assist contractors better. However, dealers still need more help in technical service. – Dale Magie, West Chester Lawn & Garden

The quality of the equipment continues to improve. Competition among the manufacturers is driving quality up and keeping prices reasonable. The number of choices available to contractors has also increased. – Mike Rorie, Groundmasters

The substantial industry growth during the past five to 10 years has resulted in the development of true relationships among manufacturers with customers.

This, in addition to the enhancement of services and capabilities, has resulted in a solid, expanding professional landscaping market. – Robin Pendergrast, Echo Inc.

What are the most important product development areas for manufacturers to be focusing on right now?

The labor shortage has mandated producing equipment that will make contractors more productive, and equipment designs must be ergonomically correct, environmentally sound and durable. – Masterson

There should be a “zero downtime” program via manufacturers and dealers to sell at price to the contractor as insurance. If a unit is down more than 24 or 48 hours, the contractor gets an equivalent loaner unit. – Magie

The buzz words in product development are ergonomics and environment. Products developed today must be ergonomically correct and environmentally sound. Ten years ago, I don’t think we knew how bad the equipment really was in these areas. – Miller

Improving the operator’s physical comfort and safety on the job are musts for all manufacturers. Those that ignore ergonomics will be left behind. – Michaels

Because of the shortage of labor for contractors, manufacturers should focus on features that increase productivity.

The increased pressure for competitive pricing for services also necessitates that manufacturers focus on reducing the total cost of operation for mowing equipment, including fuel efficiency, easy servicing, easy-to-use controls that can be mastered quickly, and compact sized equipment that enables operators to get more equipment on a trailer.

The emphasis should be on the continued development of high-capacity mowing units with higher quality cuts that also operate on alternative fuel power and at lower decibel ratings. – Kujawa

The dealers have got to become more service oriented. The manufacturers are sophisticated, but contractors are working with the dealer. The manufacturers and dealers need to do a better job training the front-line of service people interacting with the contractors. – Rorie

I agree there’s a need for more factory training in all phases. Manufacturers must start offering factory service schools to educate dealers. This will make manufacturers money over time by increasing sales because of dealers’ service expertise. – Magie

How threatening are increasing regulatory pressures to the power equipment currently available to contractors?

The threat is real and will become even more real as the months and years roll ahead. The sensitivity to lawn and garden equipment in terms of emissions, particulate matter and sound has resulted in, in part, a new sense of conscience. – Pendergrast

Strict regulations are inevitable, if for no other reason than our industry is often measured by the worst products and practices in existence. The faster the industry can upgrade its image and expertise, the less likely the general public will be to impose regulations. – Michaels

Manufacturers and contractors need to rally together to educate legislators. The manufacturers also need to organize themselves and the associations to fight this together. – Rorie

Currently, we see several “pockets” of environmentalist pressure. If unabated, this has tremendous potential to grow beyond these areas. – Kujawa

Regulatory pressures are not threatening, but rather challenging. Responsible manufacturers are producing machines that meet or exceed federal EPA and CARB regulations for engine emissions. Power blower sound levels are primarily an issue in California and involve two factors – the state of technology to bring about substantial noise reduction for small 2-cycle engines and the operation practices of contractors. Of course, some contractors believe that blower noise would not be an issue if the equipment was used appropriately. – Tracinski

I think the problem is that most contractors aren’t educated about the regulations, especially with the immigrant laborers that they are hiring, who aren’t concerned about noise and air pollution. For instance, I see a large acceptance of electric and battery-operated trimmers and hedge clippers in large residential complexes because people complain about noise.

So, first, manufacturers will have to comply, and then reeducate the end-user and, in the process, reeducate the dealer so everyone understands what else goes along with less power and noise. – Miller

In the future, there will probably be more regulations, not less, as the situation with CARB in California can attest. Manufacturers must look at this as a challenge to work with regulators and contractors to produce equipment that meets the needs of the contractor and meets or exceeds regulatory standards. – Masterson

How important is the role contractors can assume in protecting the industry against unfair regulations?

Landscape contractors who are on the front lines and receive immediate feedback are key to the process of giving input to manufacturers and their local and national associations. – Masterson

Several organizations are trying to unite the contractors but, as a rule, a very small percent get involved. Even some successful contractors dump clippings where they shouldn’t and use equipment they shouldn’t. They have to know what is right and wrong and comply, instead of just doing it the easy way. Once they do that, the process involves educating the lawmakers that we will comply instead of being a bunch of renegades. The 21st century contractor cannot only protect him or herself from unfair regulations, but will need to present him or herself as a bonafide business person. With this will come respect from those making the rules and regulations. Remember – the contractor will need to be seen as the expert in this field. An educated voice will get the opportunity to be heard. – Miller

Contractors can play a very important role in protecting the industry against unfair regulations. There are somewhere between 50,000 and 80,000 people in this country who provide lawn and turf care services. If they support the associations already in existence to protect the industry against unfair regulations, they can focus their considerable strength in Washington, D.C., and in state and local communities. – Tracinski

The role of the contractor is only as important as contractors make it. Unfortunately, most people do not respond to such issues until it is too late. – Kujawa

Professional landscape contractors need to be good corporate neighbors. As the industry has expanded, small and medium sized companies have been put in a position to move quickly to develop new business opportunities. The visibility of today’s professional contractor includes how they do the work, maintain the equipment and how they are trained to use the equipment, which are all components in eliminating unfair regulations. – Pendergrast

How serious is the threat from regulations to the way contractors conduct their business today?

It’s not our biggest worry by a long shot. Labor is the problem. We continue to depend more on immigrant labor, but who is going to train these people? The reality is that we, as contractors, don’t train as well as manufacturers can. Any manufacturer that would offer this type of training would have an incredible edge. – Rorie

Regulations have already affected the way contractors conduct their business. Some communities ban the dumping of grass clippings in waste disposal sites and don’t provide a municipal composting alternative. – Tracinski

Regulations are not going away. As equipment gets better, people expect more. There will be many regulations that may seem unfair, but the way to change them and remove the threat is to get involved in the process. Maybe the contractor can’t change the regulations, but he or she can improve the quality of the process. – Miller

How will be power equipment industry differ 10 years from now?

The power equipment industry will have gone through a major pruning process. There will be less dealers, but those that remain will have larger businesses. You’ll also have less contractors, but they’ll be larger. You’ll see machines that will do what two machines did before. Manufacturers will have to move into the 21st century. They will reward customer loyalty much like the auto industry is doing today.

There will be less dealers, but better dealers. I think the contractor will pay more for improved service based on today’s labor situation and the lack of training taking place for the future. I also think we’ll see factory hub points across the country or the manufacturer will have to improve service training 100 percent. The more equipment changes, the more training that is required. – Magie

Manufacturers will do more just-in-time inventory to cut back on investment costs by them in dealer inventory. Contractors will be forced to do more planned purchasing. Machinery will be easier to operate and recycling will be normal instead of optional, as it is today. Warranties will be better and financing easier as the dealerships become more automated and make “bench” decisions concerning customer issues. Manufacturers will be forced to partner more with dealers and customers – less bullying by manufacturers and forcing issues on dealers – but dealers will be forced to be more professional. – Miller

There will be fewer dealers but much larger, more sophisticated dealers. Mulching mower technology will become imperative for professionals and will continue to improve. Equipment service will be made easier by providing convenient access to service points or service that actually comes to the customer. – Tracinski

Manufacturers are beginning to recognize the needs of the professional market more than at any time in the past 10 years. There will probably be choices in alternative fuels. Most equipment will be quieter and give a better quality cut with even more value for the dollar.

Biotechnical advances – growth regulators, genetically improved turfgrasses – will have an impact, and those manufacturers that are alert and flexible will prosper. Others may perish. – Kujawa

Faster – cheaper – safer – quicker – friendlier – more resourceful. These are all things dealers and manufacturers are trying today, but they will be doing or have done 10 years from now. They will become the leaders in training. ‘If you buy our products, we’ll train your people how to use them.’ – Rorie

The industry will be bigger and better with continued consolidations and paralleling growth, or lack thereof, in the lawn and garden equipment dealer industry. There will be a higher-quality professional contractor and probably fewer players.

It won’t be business as usual. While the growth and opportunities may still be there, the concept of mow-blow-and-go has to be considered a declining influence. It becomes even more important then that we work together as an industry including manufacturers, distributors, dealers and professional contractors. – Pendergrast