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New ‘Beast’ Set To Devour The Competition

1 October 2004

Masport’s New ‘Beast’ Set To Devour The Competition

Demand for the Series V Masport mower exceeds all expectations

Auckland, 01 October 2004: New Zealand lawn and garden leader, Masport Limited, is convinced a multi-million dollar investment in its new Series V (MSV) mower, will prove money well spent.

After more than two years of extensive market research, development and design, Masport introduced ‘the Beast’ as it has been coined to the trade earlier this year. And according to New Zealand National Sales Manager Steve Huddleston, the initial response “has exceeded all expectations.”

The most stylish and sophisticated state-of-the-art mower ever launched on the market, the MSV represents a significant new direction in lawnmowing. With its unique body mouldings, airflow design, wide 8 inch mag wheels and striking aubergine coloured alloy chassis, the MSV is regarded by Masport to be the ‘luxury sportscar’ of mowers.

According to a number of retailers across New Zealand, consumers already rate the MSV tops on performance, design and quality. The range offers a selection of first-class engine choices as well as chipping, shredding, mulching and catching options – all with Masport’s reputation for high-quality craftsmanship.

“Interest in the MSV has been overwhelming at all levels,” says Mr Huddleston. “Dealers were extremely excited with not only the MSV’s design features but also the way a chore task is now partnered with a luxury product that captures the imagination,” he says.

As a result, the innovative mower was released to retailers two weeks earlier than originally planned, and initial consumer demand has exceeded all expectations. “The exciting colours and new technology has really caught the market’s eye, and we are quietly confident that sales for this ground-breaking mower will exceed our expectations.”

Masport’s confidence in the Series V is shared by Graeme Wright, owner of leading Auckland dealership, Wright’s Outdoor Equipment Centre. “There has been an immediate response to the MSV from customers,” says Mr Wright. “During its first weekend on the market, more than half the mowers we sold were MSVs, and on the second weekend, only one mower we sold wasn’t a ‘Beast’. Sales have completely outstripped our orders.

“People are initially drawn by the colour and the styling, but then realise the mowers’ features and capabilities. We have no doubt that it will become the mower of choice for the discerning buyer this season.”

The number one producer of alloy rotary lawnmowers in the Southern Hemisphere, Masport Limited has been the leading mower brand in New Zealand for over 70 years. Sales of these legendary mowers in New Zealand to date have topped 2 million units. Mr Huddleston believes the MSV will only strengthen its number one position in New Zealand and provide customers with the best lawnmowing solution in the market. “This is a very significant product development for Masport and for the industry overall,” he says. “With the MSV, we believe we have demonstrated our leadership and commitment to product innovation and manufacturing superiority.”


Founded in 1910, Masport originally made vacuum pumps and stationary engines for the farming industry. Within 20 years it had produced the first Masport ‘Rapid’ hand mower and by 1938 had produced the country’s first powered lawnmower. Today Masport manufactures and/or distributes more than 100 lawn and garden care products including barbecues, patio heaters and wood and gas fires - some of which are exported to over 35 countries worldwide.


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