“The heart of the products”

“As the suppliers of engines to many reputable manufacturers of lawnmowers, we used to be a really well-known brand primarily among outdoor power equipment specialists,” explained Albert Herold, who has been with Briggs & Stratton for 24 years and today has responsibility for the entire European DIY market. “However, with the increasing significance of the large-format store in the garden equipment business, together with the fact that some machinery manufacturers who use our engines in their products were already supplying DIY superstores, we decided that we too wanted to become known in that quarter as a company oriented towards service and quality.”
Briggs & Stratton has its headquarters in the USA, which is also where five of the eight production facilities are located.
Through patient and sometimes very tedious groundwork, combined with consultations on the spot, Albert Herold finally succeeded in arousing curiosity about the motor component of outdoor equipment among the staff in large-format stores. And suddenly motors were not just another component of garden equipment but the “heart” of the products, and a subject that the buying experts from the big stores were happy to learn more about.
The company offers an appropriate range of replacement and service parts. As Albert Herold proudly continued, “We have the broadest spectrum of all motor manufacturers throughout the world, from 2.5 hp right up to 35 hp, and more than 100 different models; our motors are used for every type of equipment, from grass trimmers to lawn tractors, and in big generating plants as well.” At present approximately eleven million motors are produced annually at five manufacturing plants in the USA, two in Japan and one in China. Here the development engineers are permanently striving to further reduce the level of exhaust fumes and noise emitted by the engines.
Briggs & Stratton motors are used in many lawnmowers.
Meanwhile Briggs & Stratton is now also able to offer finished products as the result of buying in generators, pressure cleaners and water pumps. This is helping the company to increase the level of brand awareness among end-consumers. Germany, the United Kingdom, France and Italy are the most important markets in Europe for the company. However, Briggs & Stratton is active in far more than 100 countries worldwide, in many of which it has established its own branches.
Albert Herold is the Briggs & Stratton representative with responsibility for…