Sexy makeover to lift mower sales

By Graeme Kennedy

Friday 28th May 2004

Close your eyes and think of Masport and images of the 1950s are likely to appear.

You might see granddad in walk shorts and a rusty orange cardigan on a crisp Autumn evening. Not sexy.

But those days are over. Sexiness has been designed into Masport's new lawn-mower in an effort to lift sales of a traditionally humdrum home appliance.

The product, known only as the company's "new concept mower," is being kept under wraps until its trade launch on July 8, with company general manager Mark von Batenburg revealing only a few details about its performance and looks.

"It is designed around Masport's brand values," he said. "It has got to have certain functionalities but we have added enhancements through ergonomics and design engineering for less vibration and a wider cut.

"It is pleasing to look at with mag wheels, low-profile tyres and new colouring it had to be sexy.

"Mowers traditionally are a grudge purchase people pay $700 and keep it for 20 years while they will spend $3000 on a BBQ and replace it with something more modern and attractive within two or three years."

Sales manager David Woodward said Masport wanted the new range of mowers to be turned over more often "We want this mower to be a big boy's toy," he said.

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