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2014 - the year of the robotic mower


Stiga, which is celebrating its 80th anniversary, has cut lawns for decades and has seen how lawn mowing has become easier, quieter, and more environmentally friendly.  Since the 1950s, Stiga has been a market leader within lawn mowing and believes that 2014 will be the year when the robotic mower will make a real breakthrough. 


Stiga has sold lawn mowers for half a century and has seen garden trends come and go. The power lawn mower made its breakthrough in the 1950s, not least because of Stiga’s influence.  In 1984, Stiga launched Multiclip, the technology that cuts and recuts the grass into tiny pieces and makes grass collection unnecessary.  In the 1980s, tractor mowers began to appear in slightly larger house gardens, having previously only been used in parks. 

Today articulated tractors form the backbone of Stiga’s sales, something unique to Stiga and that makes it easy to access even the corners of the garden. Meanwhile, demand is growing for robotic  mowers, which in recent years has clearly been the strongest trend in the industry. Last year, more than 140.000 robots were sold in Europe, an estimated increase of about 30% per cent from 2012. 

“We expect a double digit  growth this year as well: there is incredible demand for them and this means that almost every 40 traditional lawn mowers, you now find  a robot. This is the greatest garden innovation since the power lawn mowers,” says Georg Metz, CEO of the GGP Group.

The typical buyer of a robot mower is aged between 30 and 50, and sees the purchase as a way to release time for other activities than cutting the grass. 

The robot creates more time for other things; family, exercise or quite simply to enjoy the garden and a beautiful lawn.  Today many gardens seem like an extension of the living room and for this reason it should be just as nice outside as inside. The interior design trend has moved out to the garden and many house owners spend a lot of time and money on terraces and garden lighting.  A perfectly cut lawn has become a natural setting,” says Georg Metz. 

In 1934, the 23-year-old Swedish Stig Hjelmqvist opened the firm Fabriksprodukter, the foundation for what would eventually become Stiga AB. The initial products sold were made of bakelite, a precursor of plastic.  A few years later, the business started importing and selling table tennis products, and in 1954 the company commenced sales of power lawn mowers, which would become one of Stiga’s most distinctive products.   

“Stiga is still one of Sweden’s most recognized brands. After 80 years, we are still a market leader in lawn mowing, irrespective of whether we are talking about small lawn mowers you push forward, tractor mowers or robots.  Our ambition is that even in the future, Stiga will stand for pleasure and quality and will continue to be the favorite choice for at least another 80 years”, says Georg Metz. 

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