Performance by design Wisconsin Engineering

PERFORMANCE BY DESIGN

The Czech company Wisconsin Engineering CZ, s.r.o., is an independent, family owned manufacturer of premium quality, high performance tractors, mowers and outdoor power equipment. Delivering superior value through advanced design and technology is a key factor of its success in today’s highly competitive global market. Romana Moares reports.

The core business of Wisconsin Engineering is the production of lawn tractors, utility tractors, snow blowers and, last but not least, a wide range of accessories. Warranty and after-warranty maintenance as well as the delivery of spare parts are an integral part of the company’s services.

Wisconsin Engineering did not follow the path of purchasing and importing products from foreign manufacturers. The decision to develop a top quality, fully competitive Czech product contributed (amongst other things) to supporting employment in the region and utilising the skills and experience of local engineering staff and experts.

One of the reasons behind the company’s dynamic growth has been its product development capability. Its R&D team has worked intensively throughout the years to continuously introduce new garden and utility machines, thus keeping abreast of large local and international competitors. “The company’s portfolio can be roughly divided into two groups: utility machines which include universal allyear garden and ground maintenance machinery, in line with current trends; and agricultural products, i.e. specialised machines for agricultural gardening, orchard management, vineyards and forestry,” explains managing director Jaroslav Olmr. English name, Czech tradition

Do not be fooled by the American-sounding company name: Today’s company follows the tradition of agricultural machine production in Prostejov started in 1878 as a purely Czech business. Members of the older generation remember well the symbol of man standing astride holding a hammer and the Wikov brand; younger people are familiar with its successor, Agrostroj.

In the 1990s, the current owner decided to combine this more than 100-year tradition with American technology and know-how. The current company name is the result of a partnership with the US-based Wisconsin Engineering which began in 1998. “In 2000 the Americans finished their involvement in Prostejov; however, we kept the business running and continued to produce some of their machines,” explains Mr Olmr. The double ‘W’ included in the names of various products thus symbolises the century-long engineering tradition in the United States.

Just like any other engineering business, Wisconsin was hit by the recession in the latter half of the last decade. “We had to reduce staff numbers but the recession made us analyse market needs in detail and identify new opportunities,” says Mr Olmr.

The company succeeded very well – which is demonstrated by its current position and a 30 per cent increase in demand in 2015, partly from the local market but primarily from global customers.

Meeting the needs of modern society

Roughly 50 per cent of the company’s activities today are made up of sub-contracting, with the other 50 per cent represented by its own products. From the first, Wisconsin has profiled itself as a highly reliable and flexible sub-contractor able to provide both the production of parts as well as final products for garden machinery and grounds maintenance. “Global companies make use of sub-contracting options to obtain the best possible quality of manufactured parts, a competitive price and the use of the latest technology. Rolls-Royce is the name that comes first to mind,” says Mr Olmr.

From its own production the company offers machines and equipment in line with the needs of modern society, emphasising automatic controls, comfortable and safe handling, quiet and money-saving operations, as well as environmentally friendly design. “Machines with electric and hybrid motors are gaining in popularity, and this is the direction that our own development efforts are taking,” says Mr Olmr.

The success of any company is underpinned by its important relationship with its sub-contractors. In this context Mr Olmr mentions Kubota (a supplier of motors) as well as Hydro Gear, Kawakasi and Kohler. “But we must not forget all the other companies with whom we have worked for years, and who are indispensable to our work,” he adds.

Recent innovations

What is a typical product from Wisconsin? The current number one in the communal gardening tractor sector is the W3651 PIRANHA model. A robust tractor with a four-stroke three cylinder Kubota 20.2 HP engine, it has been designed for an all-day performance in even the most demanding of terrains. With a wide range of accessories, the machine can be used all year round. It is also available in a petrol version, with a Kawasaki engine – the BULLDOG W3676. This model was only introduced a few years ago and this year it became the company’s best-seller not just in the domestic market but also abroad.

The latest introduction in 2016, for which the company’s man¬agement has high hopes, is the diesel lawnmower W 2954 OCELOT, equipped with a 14HP Kubota engine. The machine has just com¬pleted its two-year trial operation with end users.

Promising future

The major sums the company has recently invested in development are beginning to bear fruit. Wisconsin machines and equipment have made their mark in the demanding markets of western Europe, including Germany, Austria, Spain and Britain. Demand is also rising in those countries where the firm is yet to gain a commercial presence, such as Saudi Arabia and the countries of the former Soviet Union.

Currently Wisconsin is actively engaged in preparing new projects, the outcomes of which are to be launched during the 2017 season. Preparations are also in hand for an increase in production volume, in order to meet the enormous interest generated by the new products. “We definitely have the capacity to meet this rising demand; we are capable of increasing turnover by 40 per cent and for the future we are expecting an increase in staff numbers,” says Mr Olmr. “In the long run we want to reduce our dependence on key customers so that no individual customer exceeds 15 per cent of our output. But we want to achieve this not through restrictions on deliveries, but rather through an increase in turnover.” Everything points to that goal being met. n