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/621618
COVER STORY 18 JANUARY 2016 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com For the commercial side of the industry, productivity is synonymous with business success, sales and profits. We are supporting this with more and better EFI engines, robust training programs and 24-hour parts delivery on certain commercial engines like our 810 Vanguard. On the consumer side, productivity is measured two ways. Can we help them accomplish a task faster with easier-to-use products, and can we help them achieve a better result on a project they've undertaken? Education from the manufacturer, dealer and retailer will all be important, both online and offline, to make sure that the homeowners who are using our products are achieving the result they want. 5) What is your overall outlook for the OPE industry in 2016? Rick Zeckmeister: I am optimistic about 2016 and foresee increases in sales, probably in the single digits. We're starting to see housing trend upwards — which we know is a key business driver — either with new homeowners who need power equipment, or with folks who move into another home, triggering their desire to buy newer equipment. And with new users and more equipment in the marketplace, there are more opportunities for us to support those owners with additional products, parts and services. And as I am writing this in late November, parts of the West and upper Midwest have already seen their first significant snowfall. We know that an early snow typically signals a strong season for the snow side of our business, even if the rest of the winter is nothing more than average. FRANCK SØGAARD VICE PRESIDENT SALES AND MARKETING JARDEN APPLIED MATERIALS (COLUMBIA, S.C.) & PRESIDENT OUTDOOR POWER EQUIPMENT AFTERMARKET ASSOC. (OPEAA) (ALEXANDRIA, VA.) 1) What is new and exciting about your company or organization heading into 2016? Franck Søgaard: OPEAA continues to offer its members valuable industry and market data, and we are looking to expand this program in 2016. The outdoor power equipment industry is changing, and it is important for us to stay in front of changes both from a technology and regulatory standpoint in order help our members succeed in today's business environment. Our company (Jarden Applied Materials) is launching a record number of new products for the 2016 season, primarily in the string trimmer accessories category. Our products are designed to add more convenience and efficiency for the end users, whether you are a homeowner or professional landscaper. 2) What were the OPE industry's top news stories in 2015, and what will they be in 2016? Franck Søgaard: The technological advancement in battery technology and its effect on the performance of cordless products is attracting more consumers to move from gas to cordless equipment. This is not only impacting the change in buying patterns of equipment, but also the sales mix of accessories and aftermarket parts. I personally believe that the shift from gas to cordless equipment is accelerated by the equipment performance issues associated with ethanol-blended fuels. I expect that cordless technology advancements and ethanol-blended fuels will continue to be major topics in 2016. 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? Franck Søgaard: I would not be surprised if Hillary Clinton becomes the nominee for the Democratic Party. It is more difficult to predict the outcome of the Republican Party nomination. Whoever becomes the next president will have a very difficult task at hand, and will have to make tough decisions to drive sustainable economic growth in this country. 4) What will be the OPE industry's hottest trends in 2016? Franck Søgaard: I believe cordless power equipment will continue to gain momentum among consumers. 5) What is your overall outlook for the OPE industry in 2016? Franck Søgaard: Overall, my outlook is positive. Our industry certainly has regional challenges with extreme drought conditions, and I hope the drought will end soon. It is exciting to see all the new innovation in our industry, and I think consumers will respond positively to that. JEFF DEWOSKY VICE PRESIDENT AND GENERAL MANAGER HUSQVARNA NORTH AMERICA (CHARLOTTE, N.C.) 1) What is new and exciting about your company or organization heading into 2016? Jeff Dewosky: We have some really exciting products launching in 2016, including new Automower models and additions to our battery product line. We're also placing heavy emphasis on commercial lawn and garden — our commercial sales team will grow significantly next year. 2) What were the OPE industry's top news stories in 2015, and what will they be in 2016? Jeff Dewosky: Weather was a big story in 2015. April, which is typically a strong opening weather month, was poor. And there were many locations across the U.S. that experienced severe drought. In 2016, the continued shift from gas to battery will be a top story, which is why we're so excited about our new Automower and battery 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? Jeff Dewosky: No matter who is nominated, we hope that they support some of the OPE industry's key initiatives, such as green space and ethanol. 4) What will be the OPE industry's hottest trends in 2016? Jeff Dewosky: The commercial industry will continue to grow.