Exmark Manufacturing
- Company typePrivate
- Founded1982
- HeadquartersBeatrice, United States
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
Exmark Manufacturing firmographics
Firmographics- Name
- Exmark Manufacturing
- Legal name
- Exmark Manufacturing Co. Inc.
- Website
- https://exmark.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Exmark Manufacturing industry classification
Industry- Product category
- Commercial Turf Care Equipment
- NAICS
- Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112)
- SIC
- Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)
Keywords
Where Exmark Manufacturing is headquartered
LocationHeadquarters
- HQ city
- Beatrice
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Exmark Manufacturing business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Commercial Mower Sales: Primary revenue from sale of commercial zero-turn riding mowers, walk-behind mowers, stand-on mowers, and autonomous mowers to landscape professionals and facilities management companies.
- Parts and Accessories: Replacement parts, blades, filters, and accessories through dealer network and online parts store (shop.exmark.com). Provides recurring revenue from the installed base.
- Financing Services: Revenue supported through financing partnerships with Sheffield Financial, Synchrony, Western Equipment Finance, and Roadrunner Financial enabling customer purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Commercial Zero-Turn Riders (Lazer Z, Lazer HP series) |
| Unit Pricing | Pay-as-you-go | Commercial Walk-Behind and Stand-On Mowers |
| Unit Pricing | Pay-as-you-go | Autonomous Mowers (Vertex series) |
| Other | Multi-year contract | Financing Programs |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Exmark Manufacturing product offering
Product offeringCore offering
Exmark Manufacturing designs, builds, and sells professional-grade turf care equipment, primarily commercial zero-turn riding mowers, walk-behind mowers, stand-on mowers, and a new line of autonomous and battery-electric mowers. The portfolio is anchored by the proprietary UltraCut fabricated steel cutting deck platform and includes the Lazer Z, Radius, Navigator, Quest, Turf Tracer, and Vertex product families, supplemented by OEM replacement parts and dealer-supported financing and fleet programs.
Product overview
Exmark Manufacturing, a division of The Toro Company headquartered in Beatrice, Nebraska, manufactures a comprehensive portfolio of professional-grade lawn mowers and outdoor power equipment. The product lineup spans five core mower categories: zero-turn riders (Quest, Radius, Lazer Z, Navigator), walk-behind mowers (Commercial 21, Commercial 30, Turf Tracer), stand-on mowers (Vertex), and electric V-Series variants across multiple platforms. Recent innovation includes the XiQ autonomous technology on the Turf Tracer, enabling supervised autonomous mowing with GPS/RTK navigation and ISO-certified radar safety systems. The portfolio is unified by the proprietary UltraCut fabricated steel cutting deck system with patented flow-control baffles, delivering signature Exmark cut quality across all product lines. Beyond equipment, Exmark offers supporting services including original OEM parts, multi-tiered fleet programs, military/first responder discounts, financing through Sheffield Financial and Synchrony, and Horizon360 business management software for fleet customers.
Differentiator
Problem solved
Functional benefit
Products and services
- Quest Zero-Turn Mowers Residential zero-turn riding mowers in gas and electric V-Series variants, sold through Exmark's commercial dealer network to small- to mid-sized lot owners who want professional-grade cut quality.
- Radius Zero-Turn Mowers Mid-tier commercial zero-turn riding mowers in E-Series, S-Series, and X-Series with 48"-60" UltraCut decks, Kawasaki engines, and HydroGear transmissions for professional landscape operators.
- Lazer Z Zero-Turn Mowers Premium commercial zero-turn riding mowers in E-Series, S-Series, X-Series (48"-72" decks), V-Series electric (60" HyperCell, 7+ hour runtime), and Diesel (96") variants; considered the commercial zero-turn benchmark for over 30 years.
- Navigator Zero-Turn Mowers Signature fine-cut commercial zero-turn mowers with patented fill-reduction technology, large-diameter blower, and 42"/48"/60" cutting widths for superior vacuuming and debris collection.
- Commercial 21 Walk-Behind Mowers 21-inch commercial self-propelled walk-behind mowers in gas X-Series and V-Series electric variants, sold to professional landscape crews for tight-space commercial mowing.
- Commercial 30 Walk-Behind Mowers 30-inch self-propelled walk-behind mowers in X-Series gas and V-Series electric variants for productivity-focused commercial crews.
- Turf Tracer Walk-Behind Mowers Premium wide-area walk-behind mowers in S-Series, X-Series, and XiQ autonomous variants with UltraCut Series 3/4 decks and Enhanced Control System, targeting professional crews on larger properties.
- Vertex Stand-On Mowers Commercial stand-on mowers in E-Series, S-Series, X-Series gas, and V-Series electric (52", HyperCell) configurations with decks from 32" to 72".
- Turf Tracer with XiQ Autonomous Mower Exmark's first autonomous commercial mower, built on the Turf Tracer walk-behind platform, with RTK-corrected GNSS, ISO-certified radar obstacle sensing, and a cloud-connected mobile app for supervised fleet operation.
- Quest V-Series Electric Mower Residential electric zero-turn mower powered by the Flex-Force lithium-ion battery platform with 42" deck and zero belt-related maintenance.
- Lazer Z V-Series Electric Mower Commercial electric zero-turn rider with the HyperCell power system (up to 7+ hours per charge), 60" Electric Series 4 deck with Adapt, and Horizon360 Connect cloud software for fleet connectivity.
- Vertex V-Series Electric Stand-On Mower Commercial electric stand-on mower with HyperCell power system (up to 7 hours runtime), 52" deck, and Horizon360 Connect cloud fleet management.
- Commercial 21 V-Series Electric Walk-Behind Mower Electric 21-inch walk-behind mower with 60V rechargeable power, designed for noise- and emissions-restricted commercial sites.
- Commercial 30 V-Series Electric Walk-Behind Mower Electric 30-inch walk-behind mower with fabricated steel deck and three 60V 10-Amp batteries for commercial crews in noise- and emissions-restricted areas.
- Exmark Original Parts OEM replacement parts (blades, belts, cutter housings, oils, fluids) engineered for Exmark equipment and sold through the dealer network and online parts store.
Quantifiable outcome
- 2-to-1 preference ratio among landscape professionals
- +2 more outcomes
Companies that use Exmark Manufacturing
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles3 records
Exmark Manufacturing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature8 records
Exmark Manufacturing partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- The Toro CompanycoreThe Toro Company acquired Exmark in 1987, making it a division of Toro. Exmark continues to operate independently with its own brand, manufacturing, and dealer network while benefiting from Toro's resources and distribution.
- OMNIA PartnersminorCooperative purchasing partnership enabling government, municipal, and institutional customers to procure Exmark products through pre-negotiated contracts.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Exmark Manufacturing competitors and assessment
Company assessmentDirect peers
- The Toro Company: Exmark's parent company and direct competitor in commercial zero-turn mowers through its own professional segment brands. Toro competes head-to-head with Exmark's Lazer Z in commercial landscape channels while owning Exmark.
- Husqvarna Group: Global outdoor power equipment manufacturer whose professional Husqvarna and RedMax brands compete directly with Exmark's commercial zero-turn, stand-on, and robotic/autonomous mowers in North America and Europe.
- Scag Power Equipment: Independent manufacturer of commercial zero-turn and stand-on mowers targeting the same landscape professional and municipal customers as Exmark, with comparable product breadth and dealer distribution.
- Gravely (AriensCo): AriensCo's professional-grade commercial mowing brand, directly competing with Exmark in zero-turn riders and walk-behinds for landscape contractors, with overlapping dealer channels in North America.
- Bad Boy Mowers: Independent commercial zero-turn and stand-on mower manufacturer positioned as a value-to-mid-tier alternative to Exmark, often winning price-sensitive commercial buyers in the same dealer and landscape channels.
- Wright Manufacturing: Specialist in commercial stand-on mowers that competes directly with Exmark's Vertex line, known for product innovation in the stand-on segment and shared landscape professional customer base.
Broad incumbents
- Deere & Company: Diversified agriculture and turf equipment incumbent whose John Deere commercial mowing lineup directly competes with Exmark at landscape professionals and institutional buyers, supported by a much larger dealer and finance footprint.
- Kubota: Broad agricultural and turf equipment incumbent that competes with Exmark through its commercial zero-turn mowers and growing presence in autonomous and electric turf equipment, leveraging its large tractor dealer network.
Emerging players
- Mean Green Mowers: Emerging electric commercial mower specialist targeting the same zero-turn and stand-on use cases as Exmark's V-Series. Comparable in offering battery-electric alternatives to landscape professionals but smaller in scale and dealer reach.
- RC Mowers: Emerging manufacturer of autonomous and remote-controlled commercial mowing equipment serving the same landscape, municipal, and roadside maintenance buyers that Exmark targets with its autonomous Turf Tracer with XiQ.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Exmark Manufacturing social profiles
Digital presenceExmark Manufacturing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Exmark Manufacturing leadership team
Management profileNumber of profiles
Exmark Manufacturing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Exmark Manufacturing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Exmark Manufacturing
What does Exmark Manufacturing do?
Exmark Manufacturing designs, builds, and sells professional-grade turf care equipment, primarily commercial zero-turn riding mowers, walk-behind mowers, stand-on mowers, and a new line of autonomous and battery-electric mowers. The portfolio is anchored by the proprietary UltraCut fabricated steel cutting deck platform and includes the Lazer Z, Radius, Navigator, Quest, Turf Tracer, and Vertex product families, supplemented by OEM replacement parts and dealer-supported financing and fleet programs.
Is Exmark Manufacturing a public or private company?
Exmark Manufacturing is a private company. It is classified as corporate owned and is currently operating.
When was Exmark Manufacturing founded?
Exmark Manufacturing was founded in 1982. It employs 251 to 500 people.
Where is Exmark Manufacturing based?
Exmark Manufacturing is headquartered in Beatrice, United States, in the North America region.
How does Exmark Manufacturing make money?
Three revenue lines are on record. Commercial Mower Sales are the primary driver. The others are parts and Accessories and financing Services.
Who are Exmark Manufacturing's main competitors?
Direct peers on record are The Toro Company, Husqvarna Group, Scag Power Equipment, Gravely (AriensCo), Bad Boy Mowers and Wright Manufacturing. Broad incumbents are Deere & Company and Kubota. Emerging players are Mean Green Mowers and RC Mowers.
Does Exmark Manufacturing have an API?
No public API is recorded for Exmark Manufacturing.
What industry is Exmark Manufacturing in?
Exmark Manufacturing's product category is Commercial Turf Care Equipment. Its primary akta.pro industry code is CRAIADAG, Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers). Its NAICS code is 333112 and its SIC code is 3524.