OPEI News: Hustler Turf Equipment Builds Brand Name Image

LOUISVILLE, Ky. – When Hustler Turf Equipment conducted a mower preference survey and realized its clients listed the Hustler and Excel names as separate companies on the form, the commercial mower business knew it had to capture more customer focus.

“Our company name is Excel Industries, but more people know us by our Hustler product name,” explained Ken Raney, advertising manager, Hustler Turf Equipment, Hesston, Kan. “We’re more known by Hustler now than ever before.”

As a result, the company is focusing on the Hustler brand name more predominantly in all its literature and marketing. In fact, Raney said, “Don’t be surprised if you see an official name change in our future from Excel Industries to Hustler Turf Equipment.”

Last week, the company also announced its new full two-year warranty on mower parts and labor for the Z and Super Z mowers, and is receiving great response from its dealers who now have an additional feature they can use while communicating about the equipment with contractors, Raney said, adding that Hustler also incorporated a lifetime warranty against hydraulic leaks to prevent turf spots and stains.

At its July 19 press conference, Hustler Turf Equipment also announced some new product introductions:

• Hustler Mini Z
• Lifetime warranty on the tractor frame
• Lifetime warranty on the leading edge of the deck
• Stainless steel, high-pressure hydraulic lines
• 28-inch seat height
• Twin-lever steering with automatic park brake system
• Honda and Kawasaki engines in 19 to 25 hp
• 44-inch or 52-inch side-discharge/mulching decks
• Foot-operated deck-lift system with cutting heights from 1.5 inches
• Optional 9-bushel BAC-VAC catcher
• Air cleaner is standard

Hustler Super Mini Z (includes all of the above, plus:)

• Top speed of 13 mph
• Hydraulic oil cooler, cooling fan and spoiler
• Honda and Kawasaki engines from 20 to 25 hp

The author is Managing Editor of Lawn & Landscape magazine and can be reached at nwisniewski@lawnandlandscape.com.