Exmark Manufacturing

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

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

• Commercial mowing equipment
• Zero-turn mowers
• Walk-behind mowers
• Stand-on mowers
• Autonomous mowing systems

Headquarters

HQ city

Beatrice

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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.
3. Financing Services: Revenue supported through financing partnerships with Sheffield Financial, Synchrony, Western Equipment Finance, and Roadrunner Financial enabling customer purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core and minor.

• The Toro CompanycoreOthers · 1 January 1987The 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 PartnersminorChannel Partner/ Reseller/ DistributorCooperative 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

Direct 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

• Xx.com/ExmarkMowers
• YouTubeyoutube.com/user/ExmarkManufacturing
• Facebookfacebook.com/ExmarkMowers
• Instagraminstagram.com/exmarkmanufacturing
• TikToktiktok.com/@exmarkmanufacturing
• LinkedInlinkedin.com/company/exmark-manufacturing-company

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Exmark Manufacturing