Updated Sept. 26, 2023, 10:36 AM:

Briggs & Stratton has cut staff and announced the departure of its power business unit President Brian Hazelton, according to a Sept. 15 report from The Milwaukee Business Journal. The company said the layoffs were due to a "a multi-year market decline for the tractor segment in North America, changing customer preferences and market conditions"."

Hazelton's departure was announced in an email from new Briggs CEO Joe Liotine to company leadership and power division employees. Briggs' power business consists of residential engines, Vanguard commercial engines, Vanguard lithium-ion commercial batteries and service. Hazelton joined Briggs & Stratton in November 2021.

Updated Sept. 15, 2023, 2:24 PM:

The discontinuation of Simplicity and Snapper will have no impact on the European market, according to a report from UK publication Service Dealer. Paul Butterly, managing mirector for FGM Claymore, the Simplicity and Snapper Importer for the UK, told Service Dealer that "this decision by B&S will have no impact on the market in Europe. B&S will continue to produce and develop products for both Snapper and Simplicity brands for Europe. We are very excited about the introduction on their new battery powered zero turn which we will receive in season 2024."

Briggs & Stratton's European branch also gave a statement to Service Dealer, part of which reads as follows;

Our current Snapper and Simplicity tractor and zero turn line up will continue to be manufactured at our North American facility and remain available for the European and MEA markets. In Spring 2024, both Snapper and Simplicity will launch two new rear collecting tractor lines for Europe and MEA. The new tractors will be manufactured in Europe.

Updated Sept. 8, 2023, 6:24 PM:

Rural Lifestyle Dealer has received the following statement from Briggs & Stratton regarding the Simplicity and Snapper brands:

Due to a multi-year market decline for the tractor segment in North America, we will no longer offer Simplicity and Snapper tractors in North America. As such, we’ve discontinued the production of four Simplicity and Snapper zero-turns. We will continue to support warranty, parts, service and attachments.

Briggs & Stratton offers a full range of zero-turn mowers in our Ferris brand at multiple price points for residential and commercial markets. We’ll work with our customers to transition them to a Ferris zero-turn equivalent.

Simplicity and Snapper brands will remain active in Europe, the Middle East, and Asia due to their continued popularity.

In an internal dealer memo seen by Rural Lifestyle Dealer, Briggs & Stratton stated that effective immediately, it will no longer offer Simplicity and Snapper tractors in North America "due to the considerable year-over-year market decline for the tractor segment."

In addition to tractors, Briggs & Stratton will also discontinue production of its remaining four series of Simplicity and Snapper zero-turns.

Briggs-memo_WO

One portion of the memo stated, "The decision was not taken lightly, and it reflects an evolving market dynamic as consumer preferences and needs change."

Briggs & Stratton stated in the memo that is refocusing on areas in its business that have see growth opportunities, remarking that the Ferris brand has seen "rapid growth." The company is also "actively exploring" licensing the Snapper brand.

Rural Lifestyle Dealer has reached out to Briggs & Stratton for commentary and will update this story with any response we receive.

The full text of the memo can be read below. Note that contact information for Briggs & Stratton employees has been removed from the following text:

Dear Dealer Partner,

Effective immediately, we will no longer offer Simplicity and Snapper tractors in North America due to the considerable year-over-year market decline for the tractor segment. As such, we will discontinue the production of the remaining four series of Simplicity and Snapper zero-turns.

This decision was not taken lightly, and it reflects an evolving market dynamic as consumer preferences and needs change.

We greatly value our dealers' commitment to the Snapper and Simplicity consumers in the Turf & Consumer group at Briggs & Stratton. Your loyalty has been instrumental in our growth and success; we are sincerely grateful.

We will provide support throughout this transition as we remain fully committed to serving our dealers diligently during this transition period and beyond, which includes providing a regional resource dedicated to assisting throughout the transition. Our team will reach out in the coming weeks to further discuss.

Going forward, we are refocusing our efforts on other areas of our business where we see growth opportunities. The Ferris brand has seen rapid growth in the market, and we are committed to expanding on its success. Additionally, we are actively exploring opportunities to license the Snapper brand.

While this change signifies the end of one chapter in our journey, it also marks the beginning of a new one. Adjusting to market and consumer trends forces change that can be challenging to navigate. Our team is working diligently to ensure a seamless transition, and we are dedicated to addressing any questions or concerns you may have during this process.

Please do not hesitate to contact your regional sales manager or regional transition contact identified above if you have any questions or require further assistance.

According to the 2023 NAEDA Dealer-Manufacturer Relations survey, the lowest average OPE manufacturer total score went to Simplicity at 4.34, down from 4.69 in 2022 and its lowest score in the last 5 years. Simplicity received the lowest score among OPE manufacturers in overall satisfaction (3.94), return privileges (4.26), communications with management (3.83) and manufacturer response to dealer needs/concerns (3.55). Year-over-year, Simplicity saw declines in all but one category.

Snapper had the second-lowest total score among OPE manufacturers at 4.37, its lowest score in 5 years and its 4th year in a row of decline.

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