SIMPLICITY AND SNAPPER TRACTORS TO BE DISCONTINUED IN U.S

A recent report from U.S trade journal Rural Lifestyle Dealer, says that Briggs & Stratton have stated that effective immediately, it will no longer offer Simplicity and Snapper tractors in North America.

An internal U.S dealer memo seen by the publication states that the manufacturer will cease production " . . due to the considerable year-over-year market decline for the tractor segment."

As well as the tractors, the memo also says the company will no longer produce their "remaining four series of Simplicity and Snapper zero-turns" for the US.

The memo goes on to explain, "This decision was not taken lightly, and it reflects an evolving market dynamic as consumer preferences and needs change."

The manufacturer also explained to its U.S dealers that their Ferris brand had seen "rapid growth in the market", and that they intend to expand on its success. Also they say they are " . .actively exploring opportunities to license the Snapper brand."

UK and Europe

Service Dealer reached out FGM Claymore, the Simplicity and Snapper importer for the UK, to see whether this decision in the US would have any impact on our readership of UK dealers. Managing director, Paul Butterly told us, "Importantly, 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."

Service Dealer also contacted Briggs & Stratton's European branch who issued us the following statement:

"Recently, Briggs & Stratton announced to cease Snapper and Simplicity tractor production at their North American manufacturing facility due to a considerable year-over-year market decline for this segment. Subsequently, the decision was made to also discontinue the production of Snapper and Simplicity zero turn mowers for North America.

"Strategically, both Snapper and Simplicity remain very important and popular brands for the European and MEA markets. Therefore these brands will remain active in these regions.

"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."