Mower Industry Powers Up for 2023

Mower Industry Powers Up for 2023

Manufacturers Discuss Advancements and New Products in Battery and Robotic Tech

BOLINGBROOK, IL (March 23, 2023) -


Batteries and robotics are a major focus as lawn mower brands recover from pandemic-era interruptions and prepare for the 2023 lawn and garden season. In an industry where gas-powered equipment long reigned supreme, technological advancements are blurring the lines between gas and electric mowers for residential, and even commercial, markets.  

“We may see battery powered push lawn mowers take a major leap forward in gaining more market share against their gas equivalent in 2023 in the United States,” says Todd Zimmerman, VP of product development at Positec, a manufacturer that specializes in producing outdoor power equipment. He adds that this shift has already happened in small lawn equipment categories like string trimmers and leaf blowers. 

 

Batteries Coming of Age 

The acceptance of electric mowers has been limited only by the power and runtime of batteries, a limitation that manufacturers are quickly addressing. “For battery-power, it is all about performance relative to gas products,” explains Alvaro Trinidad, VP/GM, Husqvarna Residential North America. “It started as ‘same as gas,’ and now products are superior in some cases.” 

The major indicators of battery performance are: 

  • Power 
  • Runtime  
  • Charging speed 
  • Number of Lifecycles 

When they first came out, battery-powered lawn mowers either didn’t have the power to tackle all types of lawns or they had to be recharged before the entire lawn could be mowed. Today, new technologies like the MAX battery Series from Husqvarna and the CyberPack from Kress (a Positec brand) are reducing internal resistance and increasing power and performance, in some cases surpassing gas equipment. 

As a result, battery powered lawn mowers meet all the needs of the average homeowner, who is often more than willing to part with the noise, fumes, and maintenance of gas equipment. Some states, municipalities, and homeowner associations are even placing noise and fuel restrictions on lawn equipment, giving residents no choice but to go electric. 

Now, battery mowers are even beginning to tempt lawncare professionals who need to use their equipment all day, every day. “You’re going to see manufacturers focused on converting professional landscapers from gas to cordless,” explains Zimmerman of Positec. For this market, the challenge has been to increase equipment runtime and longevity, while decreasing the downtime involved with charging. Ongoing research and development is aimed at addressing this challenge head-on.  

 

The Robotic Revolution 

As innovative as they are, battery powered push and riding mowers are still traditional in the sense that they need a human operator. Robotic mowers, which today comprise less than 1% of the U.S. market, are fully automating the process. 

“Regarding robotics, the big moves have been a shift to boundary-wire-free and a greater ability to set zone and cut heights for different parts of your yard based on grass type,” says Trinidad of Husqvarna. “The products initially treated all grass the same, and over the past years, products have adjusted to the grass types consumers have and how they like to care for their yards.” 

Indeed, the traditional limitations of robotic mowers have revolved around the challenges of initial installation of the boundary wire (which keeps the robot mower from leaving the property) and mowing different grass heights in northern and southern regions. 

To help address these challenges, Husqvarna has just released the new Automower® 450X EPOS, a wire-free solution for homeowners utilizing satellites to virtually map a lawn. “EPOS stands for ‘Exact Positioning Operating System,’ which is a satellite-based technology that enables Automower to work within virtual boundaries” explains Trinidad. In short, this new product eliminates the need for the owner to install a boundary wire, removing a major point of friction to using the mower. 

Positec has also developed and released an innovative solution to this boundary problem. Its new Worx-branded Landroid Vision uses an HD camera connected to a deeply trained neural network that helps it “understand” a lawn and distinguish grass from obstacles. This visual understanding allows it to mow within the confines of the lawn without needing boundary wires.  

Both companies hope these advancements will help grow the robotic mower industry’s fledgling market share in the United States. Currently, the Pacific Northwest and the Northeast regions are the fastest growing markets for robotic mowers. “Robotic mower users don’t like to spend time doing yard work but cannot afford a full-service landscaper,” says Trinidad. 

 

The Big Picture 

The battery powered and robotic mower categories are making headway in a lawn and garden industry that is slowly returning to pre-pandemic conditions. 

During and immediately following the 2020 Covid-19 pandemic, an extraordinary influx of demand coupled with labor shortages resulted in massive production and shipping transit delays. By the time manufacturers increased production to meet growing demand projections in 2021, demand levels had plummeted, leading to inventory surpluses. The challenge for lawn and garden manufacturers since then has been to rebalance the supply and demand relationship. 

“Right now, everyone has products in stock, but not necessarily the right products,” says Ron Mudge, category manager for lawn mowers at Power Equipment Direct. “Overall, though, manufacturers are doing a good job of sourcing components and returning to normalized production.” 

For consumers, this gradual rebound is good news, and not only from a product availability perspective. "As inventory position in retail improves and products become more available, we expect promotional activity to return after a two-year “hiatus,” predicts Trinidad of Husqvarna. For those interested in battery or robotic lawn mowers, that may signal a fantastic opportunity to make a purchase this year. 

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Tony Bara
Power Equipment Direct, Inc.
331-803-6217
Tony.Bara@pedstores.com