More than two out of three power equipment buyers
prefer to buy products made in the U.S.A.
according to a Forbes article1. More surprising, 60 percent of Chinese consumers would
also pay a premium for goods produced in the U.S.A. As "Economic Nationalism"
continues to gain momentum among American consumers, it is no surprise this buying
preference has penetrated the outdoor power equipment industry.
More than two out of three power equipment buyers prefer to buy products made in
the U.S.A. Fifty-nine percent of walk mower buyers proactively look for products made
in America, and 67 percent of consumers prefer to buy products that are American-made.
Seventy percent of consumers in the market for an engine to power their ride mower
actively look for products that are American-made, while 77 percent of consumers prefer
to buy products made in America.
The "Made in the U.S.A. stamp of approval" will become a selling point with
consumers. And, the iconic brands — brands with a rich heritage and years of doing
business this way — will remain appealing to existing and potential customers. Dealers
can work with their manufacturing partners to ensure this key benefit is emphasized
OPE
effectively in various marketing materials.
McCue, T.J. "Made in America Has a New Ring." Forbes, 19 Nov. 2012. Accessed at
http://www.forbes.com/sites/tjmccue/2012/11/19/made-in-america-has-a-new-ring/
1
Carissa
Gingras is
marketing
director of
consumer
engine
and service
with Briggs
& Stratton Corporation. In
her current role, she focuses on
developing communications
for dealers and consumers in
the outdoor power equipment
industry. She has more than 20
years of marketing experience
working with both national
and global companies, including
General Electric, Honeywell,
Ashley Furniture Homestores,
Bridgestone/Firestone and
Bon-Ton Department Stores.
OUTDOOR POWER EQUIPMENT
MAY 2013
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