Industry
“
I have always said that, if any part of a Trimax mower fails, we need to engineer a solution to ensure minimal down time
An early Trimax model working in a New Zealand orchard
farm equipment breaking down and how frustrating and costly that was. I can vividly relate to how customers must feel if their mower fails. I have always said that, if any part of a Trimax mower fails, we need to engineer a solution to ensure minimal down time.”
Michael Quinn, Customer Relationship Manager at Trimax agrees. “We know our mowers contribute to our customers’ livelihoods so, when a mower is not in operation, our priority is to get them up and running again.”
Taking Australia and the UK by Stealth
In 1985, Trimax started exporting their pioneering mowers - the Procut and the Stealth - to Australia. All part of Bob’s vision: “I was determined we would export and I’ve
spent half my life outside of New Zealand. Part of the design parameter was always that our mowers had to be internationally saleable, commercial quality products that delivered long-term value. Trimax has succeeded where others failed by offering premium products, premium service and always listening carefully to the end- customer. Jim and I have travelled overseas many times, trying to understand what users need in each market.” After rotary mower Stealth S1 set a new
standard of grass cutting in Australia, it came as no surprise when Trimax started exporting to the UK. Brits loved the Stealth S1 too and, by the end of the 1990s, Trimax had opened their first UK office and warehouse in Northamptonshire. Trimax mowers were now being used in many prestigious locations, including Windsor Castle and the ten perfect polo pitches at the nearby 130-acre Guards Polo Club.
Everything’s bigger in the US
Bob with Randy Ford of Delhi Unified School District in California, USA
122 I PC DECEMBER/JANUARY 2016
But, not content with cutting the Queen of England’s lawns, Bob set his laser-sharp sights next on the USA. Trimax sold its first rotary roller mower there in 2001, opening a distribution warehouse in Georgia in 2005. Tinkering away with America’s grand scale in mind, the research and development team launched the X-WAM in 2009, a 10m- wide monster, like nothing else on the market. The scale, reliability and pristine cut of the X-WAM meets the needs and boosts the profits of the country’s mammoth turf farms. Just Google Trimax X-WAM and wonder at the size of it.
Strong belief in strong products
Trimax had hired its first marketing executive in 2001. Before then, the business attributed its two decades of growth to great salesmen. “We won a lot of customers throughout the 1980s and 90s by demonstrating our products,” recalls Bob. “When I started, there were seven other mower manufacturers in NZ. We had to be different and we had to prove we were better. When you’re so sure you can outperform your competitors, you have no hesitation doing side-by-side battles. We won them all.” Bob is proud of his products’ ability to
perform, but acknowledges that today’s business environment demands a more marketing-led approach: “We still need to demonstrate as much as possible, but we do that while also sharing the Trimax story.”
From strength to strength
There’s no sign of success and longevity weakening Trimax’s ambition and innovation rate. In fact, each product iteration is said to be getting stronger. 2014 saw the release of the Snake, a fully dedicated sports turf and municipality mower. Customers report that their Trimax mowers have not only mowed tonnes of grass, but also: dirt, two pairs of very expensive prescription glasses, three pairs of earmuffs and several favourite hats, the odd fence, bits of wire, baling twine, a few tools, several pieces of chain, an engine block and a gate!’ Let’s just hope the Queen hasn’t left any
valuable trinkets lying around Windsor Great Park then.
www.trimaxmowers.co.uk
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