COVER STORY
www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT JANUARY 2016 17
consumer engine, our first with Just Check & Add technology,
was just named to Popular Science's "Best of What's New" list. This
is the second year in a row a Briggs & Stratton engine has been
named to that list — last year having received recognition for the
Mow n' Stow engine.
Finally, I'm excited about the reaction we're getting from dealers
and consumers alike to a new product we're bringing to market
called Gas Off. It's the first product that completely removes the
residue and smell of gas from hands, clothes, cars and power
equipment. It's non-toxic, and the formula is biodegradable.
We featured it in October at GIE+EXPO, and the response was
overwhelmingly positive. It's a brand-new category for us and will
require a new way of going to market, and I am excited about that.
2) What were the OPE industry's top news stories in 2015, and
what will they be in 2016?
Rick Zeckmeister: On the commercial front, the expansion
of EFI engines was big in 2015 as that sector of users continues
to seek ways to increase productivity. For consumers, we
continued to see Made in America resonate in 2015 as shoppers
are increasingly looking for domestically sourced products.
Consumer Reports devoted an entire issue to Made in America,
and This Old House magazine included Briggs & Stratton as an
American manufacturer in its July issue.
For 2016, I think we'll still be talking a lot about fuel. For
commercial cutters, the low cost of oil moving into 2016 will help
them control cost. For consumers, the fuel discussion will be about
education. The need for education about E15 is ongoing, but l hope
that a component of the stories will be about telling consumers
that they need to use fresh fuel. Consumers need to understand
fuel begins to go stale only 30 days after pumping, and that stale
gas oxidizes, causing clogged carburetors. If equipment owners are
using stale fuel, we can't ensure a positive ownership experience
with our industry's products.
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?
Rick Zeckmeister: The 2016 election cycle is like nothing
we've ever seen before, and the only safe prediction is continued
disruption and entertainment.
That said, we're looking forward to the democratic process
playing out, and we'll be watching closely for the candidates'
stances on the issues that matter most to the industry.
4) What will be the OPE industry's hottest trends in 2016?
Rick Zeckmeister: The trends I see, or at least the trends I see
at Briggs & Stratton that I think can be extrapolated beyond our
walls, is that the discussion has shifted from what can we engineer
and make to how what we engineer and manufacture help the end
user be more productive.
