Exmark Manufacturing Company Profile

Background

Overview

Exmark Manufacturing Company, established in May 1982, is a leading manufacturer of professional turf care equipment. Headquartered in Beatrice, Nebraska, Exmark specializes in designing and producing commercial-grade mowers and turf management equipment tailored for landscape maintenance professionals. The company's mission is to inspire customers by offering innovative, professional-grade products and delivering best-in-class service and support.

Historical Milestones

• 1982: Incorporated as an independent manufacturer focusing on mid-size walk-behind mowers and turf rakes.

• 1983: Relocated to the Gage County Industrial Park in Beatrice, Nebraska.

• 1987: Expanded product line to include commercial riding mowers.

• 1995: Introduced the Lazer Z®, a mid-mount zero-turn riding mower, which became a market leader in its category.

• 1997: Became a division of The Toro Company, enhancing growth and market presence.

• 2020: Celebrated the 25th anniversary of the Lazer Z zero-turn mower.

Key Strategic Focus

Core Objectives

Exmark is dedicated to enhancing productivity and delivering unmatched cut quality for landscape professionals. The company focuses on continuous innovation, developing equipment that meets the evolving needs of its customers.

Areas of Specialization

• Product Range:

• Mid-size commercial walk-behind mowers (e.g., Metro, Viking, Turf Tracer).

• Riding lawn mowers (e.g., Navigator, FrontRunner, Next Lazer Z, Quest).

• Stand-on mowers.

• Turf management equipment, including spreader-sprayers and aerators.

Key Technologies

• RED Technology: An onboard intelligence platform that enhances communication among key systems, improving reliability, durability, and efficiency.

• EFI Propane Engines: Integration of Electronic Fuel Injection (EFI) propane engines to increase fuel efficiency and reduce environmental impact.

Primary Markets

Exmark primarily serves landscape maintenance professionals across the United States and Canada, offering products through a network of distributors and dealers committed to customer service and quality.

Financials and Funding

Acquisition by The Toro Company

In November 1997, Exmark was acquired by The Toro Company, a leading provider of turf and landscape maintenance equipment. This acquisition has provided Exmark with additional resources to ensure continued growth and market leadership.

Revenue and Employees

Exmark's revenue is estimated between $250 million and $500 million, with a workforce of approximately 340 employees.

Pipeline Development

Product Innovations

Exmark continually develops new products to meet market demands:

• EFI Propane Mowers: Launched the industry's first EFI propane commercial zero-turn mower in 2013, followed by EFI propane walk-behind and stand-on models.

• RED Technology Expansion: In 2017, expanded RED Technology to both gasoline- and diesel-powered Lazer Z zero-turn mowers, enhancing performance and efficiency.

Technological Platform and Innovation

Proprietary Technologies

• RED Technology: An advanced onboard intelligence platform that optimizes mower performance and efficiency.

Scientific Methodologies

• Lean Manufacturing: Implemented lean manufacturing principles to improve processes and performance, including lean certification services and workshops.

Leadership Team

Key Executives

• Richard Olson: President of Exmark Manufacturing Company.

Competitor Profile

Market Insights and Dynamics

The professional turf care equipment market is competitive, with several key players offering a range of products for landscape maintenance.

Competitor Analysis

• Ariens Co.: Manufactures lawn and garden equipment, including commercial mowers.

• John Deere Landscapes: Provides a range of landscaping products and services.

• Reinders: Offers turf equipment and supplies for landscape professionals.

Strategic Collaborations and Partnerships

Industry Partnerships

Exmark collaborates with various organizations to enhance product offerings and market reach:

• Propane Education and Research Council (PERC): Partnered to develop and promote EFI propane mowers, highlighting commitment to clean energy solutions.

• OMNIA Partners: Provides tractors, mowers, and other equipment through cooperative contracts, serving public sector entities.

Operational Insights

Competitive Advantages

• Innovation: Continuous development of advanced technologies like RED Technology and EFI propane engines.

• Quality and Durability: Products designed for professional use, ensuring longevity and reliability.

• Customer Support: Strong dealer network providing comprehensive service and support.

Strategic Opportunities and Future Directions

Expansion Plans

Exmark aims to expand its product line and market presence by:

• Product Diversification: Developing new equipment to meet emerging needs in turf care.

• Sustainability Initiatives: Enhancing eco-friendly product offerings to align with environmental standards.

• Market Penetration: Strengthening distribution channels to reach a broader customer base.

Contact Information

• Website: Exmark Official Website

• Social Media:

• Facebook

• Twitter

• Instagram

• YouTube

Exmark Manufacturing Company continues to lead the professional turf care equipment industry through innovation, quality, and a commitment to customer satisfaction.