Ariens Consolidates Mower Brands

Ariens plans to focus on Gravely as its core professional brand. Eventually it will phase out Great Dane and EverRide (31 HP Warrior, seen here) brands.
Courtesy of Ariens

In an effort to concentrate resources on core brands, Ariens Co. announced it has set a timeline to phase out the EverRide and Great Dane brands of commercial mowers made in Auburn, Ala.

Employment at the Auburn manufacturing plant is not expected to be affected by the change. About 140 people currently work at the plant.

The change will take place at the end of the 2011 lawn and garden season in order to allow distributors and dealers time to prepare their own transition plans, Ariens said.

"This move will also create a bit more clarity in a marketplace that frankly has too many brands of commercial mowers,” said Dan Ariens. The company will continue to provide technical service, parts and warranty programs for current EverRide and Great Dane Products through the 2011 season.

Ariens acquired the two brands with the purchase of Auburn Consolidated Industries in October 2007. The Auburn plant will continue to produce some of the same products under other brands as well as the products currently produced at the plant for the Gravely brand. The facility also manufactures a variety of products under contracted accounts.

– Courtesy of Lincoln Journal Star