Exmark unveils new mowers, renames others, and launches campaign and Web site

Exmark introduced several other mowers, renamed other mowers, and launched a customer-centric campaign and community Web site at GIE+EXPO 2010.

For starters, Exmark is renaming some of its mowers. The company has decided to categorize families of mowers together and create a series designation that will make the names more intuitive and help with identifying mowers through their features and benefits. For 2011, the following designations will be used: “E,” the entry-level unit within the product line; “S,” the standard unit within the product line with some product enhancements; “X,” the full-featured unit within the product line; and “D,” a diesel unit within the Lazer Z line. The renaming will begin as follows with additional designations likely to be added as Exmark continues to innovate and product lines evolve over time:

Lazer Z XS
D-Series

The 2011 additions include the introduction of the Exmark Pioneer Series, a new 36-inch Vantage stand-on unit, and several new units equipped with Electronic Fuel Injection (EFI) engines.

 Exmark’s Pioneer S-SeriesThe Pioneer Series includes E-Series and S-Series units. The Pioneer S-Series is equipped with full-floating 44-, 48- or 52-inch UltraCut Series 3 deck cutting technology and 20-, 22- or 24-hp. Kawasaki V-Twin engines for speeds of up to 8-mph forward and 5-mph reverse. The mower’s hydraulically dampened steering system offers true zero-turn-radius maneuverability, and its unibody, heavy-duty tubular steel frame provides a solid platform. The Pioneer S-Series also includes 22 x 9.5 – 12 Turf Master drive tires for optimum traction.

The Pioneer E-Series is built on a full-floating 48- or 52-inch UltraCut Series 2 cutting deck. Power comes from 22- or 24-hp. Kawasaki V-Twin engines for drive speeds of up to 7-mph forward and 5-mph reverse and includes 20 x 8.0 – 10.0 Turf Master tires.

The new Vantage adds a 36-inch UltraCut option to the line’s existing 48- and 52-inch cutting decks. The Vantage Series is powered by 18-, 20- or 24-hp. Kawasaki V-Twin or 25-hp. Kohler EFI engines, and its ergonomically designed steering system includes an adjustable front reference bar to control the mower’s top-end speed. A large stand-on platform and self-compensating suspension make standing easier for professional contractors. And Turf Master drive tires provide optimum traction and tough 1.5-inch by 3-inch steel-frame blades ensure maximum durability.

This year, Exmark is also offering a new line of units with EFI engines. New units now available with an EFI option are the Turf Tracer X-Series, Lazer Z S-Series, the Vantage and the Navigator. In addition, Exmark will continue to carry the EFI option on the Lazer Z X-Series.

The Turf Tracer X-Series will have a 21-hp. Kohler EFI engine; the Navigator, a 27-hp. Kohler EFI engine; the Lazer Z S-Series, a 25- or 29-hp. Kohler EFI engine option; and the Lazer Z X-Series, a 29-hp. Kohler EFI engine.

This entire fleet of EFI units features a state-of-the-art Kohler Command PRO EFI engine, which is the industry’s first closed-loop fuel-injection system. These new engines can allow the units to consume up to 25 percent less fuel than a standard carburetor-powered mower for savings that really adds up over time.

Exmark also launched a customer-focused marketing and advertising campaign designed for Exmark customers and fans of the brand. Components of the campaign include a customer-focused social media program called exmarkpride.com, customer and dealer awards, contests, new advertising and decals, and free giveaways.

“This year, we’re really turning our focus toward helping our customers make connections and share what they love about their mowers and their jobs,” said Daryn Walters, director of marketing at Exmark Manufacturing. “At Exmark, we’re about more than just mowers, and this is our opportunity to give back and provide additional support to the people that support our brand.”

A major piece of the campaign is the launch of a new Exmark member community Web site, exmarkpride.com. The site is centered on customers’ continued commitment and passion for the Exmark brand and will serve as a primary location for Exmark owners, operators, landscape professionals, dealers and fans to connect.

At exmarkpride.com, members can share their favorite Exmark “moments,” ideas, mowing tips and stories, interact with Exmark and industry experts, and gain special access into what is happening at Exmark. Members will also have access to business tools, receive exclusive Exmark offers on products and parts, participate in monthly contests and have the ability to win and purchase exclusive Exmark gear.

For more information, visit www.exmark.com.