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Issue link: http://read.dmtmag.com/i/621618
COVER STORY 16 JANUARY 2016 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com presidential race so far, with debates being more like reality TV than political discussions. Historically, a Republican is elected after a Democrat was in office and vice versa, but that's not always the case, and the next few months will determine the true frontrunners. 4) What will be the OPE industry's hottest trends in 2016? Dylan Rewoldt: Integrating technology into OPE products and engines will continue to be a hot trend. At Subaru, we spent a lot of time in 2015 focused on developing new technology that I feel will have a huge impact on the industry. By 2030, millennials will account for one-third of all homeowners and will have the largest annual spending power, making them increasingly important and influential in this industry. As a millennial myself, I believe that adapting to meet the needs and expectations of the next generation will be integral in building long-term brand loyalty. Millennials are considerably more engaged with digital technology and social media than previous generations, which means it will be important to continually adapt our marketing and communication style to connect with this generation. 5) What is your overall outlook for the OPE industry in 2016? Dylan Rewoldt: I believe 2016 will continue to show growth in the OPE industry. We have had so many requests to grow in that area, and we are confident we will see success in this industry. Additionally, GIE+EXPO had the largest turnout ever in 2015 for both exhibitors and attendees, which is a strong indicator of positive growth in 2016 for dealers and manufacturers — and that's something we can all be excited about. BJOERN FISCHER PRESIDENT STIHL INC. (VIRGINIA BEACH, VA.) 1) What is new and exciting about your company or organization heading into 2016? Bjoern Fischer: STIHL will continue to grow with our servicing dealers, who are now outpacing the industry. This growth includes adding new products to the range that will appeal to new customers and segments, including the evolution of our battery line. 2) What were the OPE industry's top news stories in 2015, and what will they be in 2016? Bjoern Fischer: The hot topic for the entire industry this year was how to attract the millennials, a generation of customers who were raised on a big-box buying experience. We expect that trend to continue in 2016. STIHL is adapting by bringing the latest technology and products to the market and by supporting our dealers with digital marketing tools, training resources and professional displays that attract new customers. 3) What are your predictions for the 2016 U.S. presidential race — who will be each party's nominee, who will be elected the next president, and how will the outcome affect the OPE industry? Bjoern Fischer: I won't make predictions about the candidates themselves, but what I will say is that no matter who is elected, we need to ensure that any future laws or regulations passed help improve American manufacturers' competitive advantage with other nations. This includes tax reform and improved trade regulations. In addition, our country needs to ensure stronger support for independent small businesses, which are the backbone of the United States. 4) What will be the OPE industry's hottest trends in 2016? Bjoern Fischer: New battery products and technology are really taking off, and we expect that to continue into 2016 and beyond. In fact, STIHL is investing heavily in this area and will continue to add to our wide range of lithium-ion products. 5) What is your overall outlook for the OPE industry in 2016? Bjoern Fischer: Spending on home improvements is poised to reach an all-time high by the end of 2015, and I believe this trend will continue into 2016. OPE dealers are taking back market share from the big-box stores. I believe this trend will continue as customers recognize the advantages of buying local and the benefits of shopping with a knowledgeable dealer that also provides service. RICK ZECKMEISTER VICE PRESIDENT ENGINE MARKETING & PLANNING BRIGGS & STRATTON CORP. (MILWAUKEE, WIS.) 1) What is new and exciting about your company or organization heading into 2016? Rick Zeckmeister: In 2016, Briggs & Stratton will be building on what we've learned in the past few years about what both our end-user consumers want and what our commercial customers are looking for. And what they are looking for is help getting the job done. In the case of the commercial segment, that means increased productivity, and in the case of homeowners, it's ease of use. For commercial customers, our EFI engines, training programs and 24-hour parts delivery guarantee on some engines in 2016 will all help reduce downtime and increase productivity. For consumers, the real exciting thing we're offering in 2016 is actually pairing some of our best innovations from the past two years to help make our engines among the easiest for them to operate and maintain. These include combining our quietest gas- powered lawnmower engine ever, QPT, with our Just Check & Add technology, resulting in a mower that is 55-percent quieter and never needs an oil change. Another new offering pairs that same Just Check & Add feature with our lithium-ion-powered InStart battery, making it the easiest-starting gasoline-powered engine. These are all things that end users have told us that they want in an engine. We're solving problems for them, and that's what I am excited about. It's also nice to be headed into 2016 with some high-profile recognition that what we're doing is working. Our Big Block EFI engine recently won a Dealer's Choice Award, and our EXi