AriensCo, Brillion, Wisconsin, has announced that production of Ariens brand zero-turn mowers will commence at the company’s factory in Great Haseley, Oxfordshire. It’s believed these will be the first zero-turns to be manufactured in Europe. AriensCo reports seeing an exceptional growth in demand for zero-turn mowers in the U.K. and Europe. This follows similar trends in the U.S., where sales have more than tripled since 2003 as the popularity among users has soared. According to industry analysis, zero-turn sales in Europe have grown more than 30% over the last four years, making them the fastest growing category of ride-on mowers and third fastest in the lawn and garden power equipment sector.
“Sales of zero-turns in Europe have experienced exceptional growth over the past three years,” says Darren Spencer, vice president - EMEA and Asia. “AriensCo has experienced this growth in numerous markets and, based upon extensive research with our distribution partners, we expect the growth to continue. This industry analysis points to the many opportunities to be met by producing zero-turns at our Great Haseley plant. We currently sell into 10 different countries within Europe and aim to increase our European footprint in 2020. Future growth will accelerate as the benefits of zero-turn mowers are understood by customers. Zero-turn users are experiencing increased speed of cut and greater versatility over tractors and out-fronts.”
During 2019, AriensCo continues to make significant investment in the Oxfordshire factory in preparation for zero-turn production, including a new production line, fixtures and tooling. The U.K. will be manufacturing CE zero-turns for European markets only and will initially be producing the Ikon, Apex and Zenith models. Close collaboration with the U.S. will be maintained to ensure products match up to Ariens’ reputation for manufacturing quality.
Zero-turn production in the U.K. is seen to offer significant advantages, allowing for rapid delivery and improved availability throughout the year. There is also potential for zero-turns to be adapted with features and benefits to meet local market needs. Increased utilization of the manufacturing facility at Great Haseley will provide operational cost benefits and will generate a number of new jobs for the area. The first zero-turn to come off the production line will be at the end of October.