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BRIGGS & STRATTON TO DISCONTINUE ITS SIMPLICITY AND SNAPPER TRACTOR LINES
Sep. 11, 2023
By Ben Thorpe, Rural Lifestyle Dealer magazine
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.
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.
To read the letter to its dealers and the entire article click here.
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