The History of Briggs & Stratton

REPOWERING BRIGGS & STRATTON (1980-1995)The infusion of moderately priced premium Japanese engines andsuccessful cost reduction efforts of its domestic competitors representeda critical challenge to the company’s leadership position.At the same time, the retail market for outdoor power equipmentbegan to concentrate in the hands of a few powerful massretailers who began to demand lower prices andgreater product diversity. In the late 1980s FredStratton Jr. and John Shiely led an effort tomeet this challenge by reorganizing the companyinto product focused divisions. Italso adopted the “economic value added”discipline in order to better manage operatingand capital costs.Briggs & Stratton expanded its product lineand built new plants in order to better dealwith the “mass marketization” of outdoorpower equipment. New efficient productfocused facilities were built in Statesboro,Georgia; Murray, Kentucky; Auburn, Alabama;Rolla, Missouri and Poplar Bluff, Missouri.The largest principle market for a Briggs & Strattonengine has traditionally been the lawn and garden equipmentmarket. However, with the emerging threat toengine sales came competitive intrusions into the industrialand commercial application markets. To counterthis threat, Briggs & Stratton introduced several newlines of engines including the Industrial/Commercialline and the Vanguard line. These engine lines whichwere launched in the 1980s, represented improvements indesign and overall performance that helped strengthenBriggs & Stratton’s hold of its share in this market segment.Briggs & Stratton also resolved to expand its presence in lucrativeforeign markets through products geared toward foreignapplications. In an effort to meet international competition,Briggs & Stratton entered into a joint venture with the DaihatsuMotor Company. This highly automated facility would producethe Vanguard V-Twin overhead valve engines. This joint venture,along with a strategic alliance with Mitsubishi HeavyIndustries helped re-establish Briggs & Stratton’s presence in thepremium engine business.During this time period, Briggs & Stratton continued to exploreand introduce alternative products such as the environmentallyfriendly Smart-Fill ® Fuel Can, battery powered lawn mower andthe electric power head.BRIGGS & STRATTON MOTORSPORTSIn 1993 Briggs & Stratton embarked on another new venture andentered the field of Kart Racing with the formation of the Briggs& Stratton Motorsports Division. The division provides engines,parts, racing gear and information through a network of aboutFrom top: Quantum ® engine developed in the 1980s; Vanguard V-Twin engine, introduced in1984; Briggs & Stratton Daihatsu 3-cylinder diesel engine; World Formula internationalMotorsports engine