Consumers agree that affordability outweighs aesthetics when shopping for an affordable riding or push mower. Husqvarna has introduced the WeedeaterOne rear-engine rider to offer consumers another affordable option.
The WeedeaterOne mower was designed based upon feedback received during consumer customer research. Focus groups consisted mainly of people who owned or planned to purchase a high-end walk mower or rider priced below $1,200. The target market for the mower consists of baby boomers and female homeowners.
Low Cost Prevails
A small, maneuverable riding mower, the WeedeaterOne is reportedly less intimidating and more affordable than large tractor models.
In search of an affordable rider, consumers surveyed, agreed that certain aesthetic details could be forgotten. “The consumers we spoke with understood a hood was an aesthetic detail and a means for protecting the engine,” explains Brian Rowan of Husqvarna. “By placing the engine in the rear, there is no need for a hood and there isn't a negative interface of dust, dirt and fumes for the operators.”
Branding and Distribution
Husqvarna is a reputable high-end brand among landscape contractors, while the Weedeater brand is known for value price points. “This low-cost riding unit closely mirrors the brand promise of Weedeater,” says Rowan. “It is a trusted brand sold through various channels across various product lines.”
The WeedeaterOne brand will be available at Wal-Mart, Kmart, Home Depot, through Husqvarna dealers, Ace, True Value, Do it Best, and various other retailers. The MSRP of $699 is backed by a two-year warranty.
While the brand appeals to many markets, there is one specific standout market. “We learned many baby boomers are in the process of downsizing or buying secondary properties,” explains Rowan. “Many of these consumers are used to a riding lawnmower, but don't have the space or means for a large conventional garden tractor.”
To learn more about the WeedeaterOne product, visit its listing in the Equipment Guide at GreenIndustryPros.com.
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