Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: http://read.dmtmag.com/i/251878
O U T D O O R P O W E R E Q U I P M E N T FEBRUARY 2014 21 21 21 PETER ARIENS PRESIDENT STENS, LLC (JASPER, IND.) 1. What does your company or organization have planned for 2014? Peter Ariens: Stens just went through a two-year process of preparing and implementing a new software system, headquarters move, and distribution center re-alignment. With the planning and implementation of these updates behind us, the possibilities our improved resources give us, and the optimism in the dealer marketing right now, I think 2014 promises to be a big year for Stens. We will spend 2014 working to show our customers an even more improved product availability and delivery network as part of an overall best-in-class parts purchasing experience. 2. What were the OPE industry's biggest stories of 2013, and what will make headlines in 2014? Peter Ariens: Ethanol continues to be an ongoing hot topic. OPEI continues to lead the charge on educating our industry and advocating on our behalf. I am sure that battle will rage on through 2014. Of course, ObamaCare is also getting plenty of air time as the small businesses that make our industry hum are working through the changes that this policy is mandating. 3. What will be the OPE industry's top trends in 2014? Peter Ariens: I think we will continue to hear about ethanol regulations and how that battle will continue to play out. I think this will continue to cause manufacturers to innovate their product lines with electric- and battery-powered options or even product line rationalization such as Kawasaki exiting the handheld market altogether. The economy is experiencing a bit of an upswing right now bringing the housing and construction markets back, which bodes well for both residential and commercial equipment business. Most manufacturers and distributors have used the last few years to lean out product lines. The market uptick could give us all the necessary funds to innovate and work toward developing the next generation of equipment incorporating smarter technologies. Optimistically, I look to see some of those to be introduced toward the end of 2014. 4. Aside from the weather, what challenges will OPE dealers face in 2014, and how should they address them? Peter Ariens: I think the Internet and online businesses will continue to change the face of our dealers. The average buyer these days is much more educated than the buyers of yesterday. Buyers continue to use the Web to research features, benefits, and prices of equipment and parts. Most manufacturers today have websites for buyers to find that information. I think the dealer needs to participate in the Web world. If you are a dealer and do not have a website yet, I think you should get one. It is amazing how many dealers are driving considerable revenue online. But where the dealer really has the ability to shine is in their local markets. They need to continue to do what they have done best for decades, be that friendly face and guiding voice that the homeowner or commercial buyer knows and trusts. I think the more the dealer is able to personalize their service and knowledge about each of their individual customers, the more they will prosper. 5. What is your overall outlook for the OPE industry in 2014? Peter Ariens: My outlook for 2014 in a word is positive. Most dealers are coming off of a profitable year and are looking for ways to invest in the growth of their business. At the same time, I see more dealers pulling the next generation into their business plans. Separately, these two things are favorable news for our industry. Together, they are great news. I believe this next wave of talent and ideas brings with it more technology and business know-how than previous generations. TOM CROMWELL PRESIDENT KOHLER ENGINES (KOHLER, WIS.) 1. What does your company or organization have planned for 2014? Tom Cromwell: At Kohler, we continue to be optimistic about growth for the outdoor power equipment industry in the United States. Throughout the year, we pay close attention to several indicators that we believe shape the outdoor power equipment industry growth potential… weather patterns, the U.S. economy, equipment replacement cycles and U.S. housing starts. Going into the first quarter of 2014, all of these factors are trending in a positive manner. As of January 2014, a strong snow season has started throughout the U.S., which will help companies throughout the value chain. The U.S. economy experienced 4.1-percent GDP growth in the third quarter of 2013, with forecasts indicating 2.5 percent in the