Last week saw the Rochford Garden Machinery team set out on a week of Dealer Roadshows, starting in Perth Scotland, followed by Newark in Nottinghamshire, and ending at Sparkford in Somerset.

Mark Rochford presenting the new AL-KO range

The first show in Perth attracted a record attendance for an RGM show in Scotland, and Nottinghamshire again brought a very large crowd. The final event in Sparkford exceeded all expectations, with the total number of dealers visiting throughout the week in excess of 320.

“The turnout was phenomenal, we decided to take our show to our dealers, rather than asking them to come to a single location event, and it was definitely worth it. I would say this was one of the best dealer events I have ever been a part of and the response has been fantastic,” said Stewart Anderson, Managing Director of Rochford Garden Machinery

The format for the day started with Stewart presenting a brief overview of the company’s performance, with exceptional growth for AL-KO, Mitox, and Weibang. Overall The company has had a strong result in 2016, despite numerous manufacturers changing their distribution policy, “Our own brand business has made up all the deficit and more. So we couldn’t be happier,” said Stewart.

Following the initial presentation, a video was shown to give an insight into the work that’s done behind the scenes, at factories across the world, as well as reinforcing how the entire 2017 range is driven by dealer feedback, starting with the RGM dealer trip to AL-KO in Germany in February. The video gave insight into the feedback, research and development that goes into RGM’s products, as well as the extensive testing that’s carried out on new products such as WEIBANG’s all new patented Blade Brake Clutch system, launched for 2017.

Following the company insight came the 2017 New Product presentations, starting with Mark Rochford who introduced the new AL-KO petrol lawnmower range. “You asked, we built,” said Mark as he explained the role dealer feedback had played in the new ranges development.

The range has been streamlined from 38 models down to 22, “Essentially we offer 3 lawnmowers - 16”, 18”, 20” - You can then choose drive and engine variants to suit you needs,” said Mark. Other changes include the number of different ranges being focused from 5 down to 2 - Highline and Solo by AL-KO, and the decision to promote the range by size to consumers. Warranty has been increased to 5 years, and the MaxAirflow deck and EasyClick collector featuring on the current Which? Best Buy Highline will become standard across the entire range of 18” and 20” models.

The final change is that the lawnmowers assembly time has been reduced by over 60%. “We spent a huge amount of time coming up with the best possible dealer range, and with AL-KO’s support we are extremely pleased with our 2017 portfolio which we have been told over and over is our best ever and even more profitable for committed stockists. Customers have been impressed with not just how many changes we have made, but more importantly that we listened and delivered based on their feedback, a process that began back in February,“ said Mark.

Bonnie Rallison talks through the AL-KO lawnmower range

Stewart then retook the stage to present the new brand identity and range for Weibang. “We have learnt a lot over the last 3 years, and the new range is what we believe to be perfect, the only apology we have to make in 2016 is for not having enough stock, as orders far exceeded even our expectations.”

The new range sees a new identity, with the domestic range changing to a rich high gloss red, with metallic silver features, and the pro range staying in hammerite black, but with the same silver features. “The identity lifts the product a huge amount, response has been fantastic and people are signing up at a phenomenal rate,” said Stewart.

New products for 2017 include a Briggs & Stratton InStart model, a new range of mulchers with a premium rolled steel deck for homeowners and professionals with best in class performance, and a new line of leaf and litter vacuums for estate and professional use. The bestselling shaft drive range extends to now offer a BBC model for both steel and aluminium variants, utilising the all new patented system from Weibang. Stewart who developed the product said “This has been in testing for 2 years now, and as we have now been granted a patent we are pleased to launch it to the world. In testing our previous clutch failed after 4000 engagements on our test rig, whereas we have exceeded 100,000 with the new version and it just keeps going, for 2017 it will be exclusive to the shaft drive range before a full rollout across the range”

Other new products from MITOX® included a new premium handheld leaf blower based on the bestselling 280BVX Blow/Vac and the new 760BPX 75.6cc backpack blower with best in class performance, there are also new additions to AL-KO’s EnergyFlex cordless 36v range with a new chainsaw and innovative multi tool.

Updates included new marketing plans for 2017, and new developments in the Plusparts system, all driven by dealer feedback. Features included new live stock availability, an open basket that allows you to log out and keep items in the basket, predictive part number search and a new live news feed linked to key staffs mobiles for instant sharing of key information from marketing, technical, trade sales and parts.

John Melling running through the SOLO by AL-KO tractor range

Following the morning presentations, the afternoon was all about demonstrations, allowing all in attendance the opportunity to use the new range and put it through its paces. “We have never cut as much grass, at one event over 3 acres. Its fantastic to see our new products in action and the response from dealers has been so positive, with new stockists signing up from all areas of the country, we are very much looking forward to the 2017 season,” said Stewart.

Dealer James Hayes of James Hayes GM who attended, said, "A really enjoyable day, a great atmosphere and opportunity to meet with other dealers and use the products as well as see all the development work RGM has been doing with AL-KO, Mitox and Weibang. The new 2017 AL-KO lawnmower range that has been developed with dealer feedback ticks all the boxes and is perfect for our showrooms and as a result of seeing and using the Weibang products this range will also be a key part of our 2017 line up."

The whole team would like to thank all those dealers who attended, and made this the best roadshow Rochford’s have ever had.

Rochford’s 2017 Pre-season and Trade Terms are now available, speak to your Rochford’s ASM for details or call the trade sales office on 01963 828006.