AriensCo in Europe
In May 2021, Ariens Company (AriensCo) expanded in Europe and added AS-Motor into its family. In the meantime, the European parts of the company have grown closer together and a vision of the European AriensCo and the future organisational structure has emerged. This was presented at the European level during an event under the motto "Growing our Family" at the end of July.
The company AriensCo
The family business with over 2,100 employees is headquartered in Brillion, Wisconsin, north of Chicago in the USA. It is currently run by the fourth generation of Dan Ariens, with the fifth generation also actively involved in management. The company, which was founded in 1933, unites its production sites, brands and employees primarily through shared values. In Europe, the company has two sales offices in France and Norway and two production sites in England and Germany. Under the umbrella brand AriensCo, there will be two strong product brands in Europe in the future: Ariens and AS-Motor.
"To be even more successful on the European market has been our goal for a long time," said Larry Weyers, President and COO of AriensCo at the event in Dinkelsbühl, Middle Franconia. He made it clear that he now sees the opportunity to gain a serious foothold in Europe in the future in the future cooperation between the already established distribution networks of Ariens and AS-Motor. "The current restructuring in Europe is the right step in this direction and is supported above all by our common and everyday core values - we are honest, we are fair, we keep our promises, we respect the individual and we encourage a thirst for knowledge."
Established teams - Established partners
In future, AriensCo will distribute its Ariens and AS-Motor products directly to dealers in Germany, France, Scandinavia and the United Kingdom. For all brands, the company is relying on the already established sales structures with their experienced sales teams. This will enable direct contact with dealers and end customers in the future. In the other European markets, AriensCo also relies primarily on long-standing partnerships with strong and established importers who have an excellent knowledge of the country-specific characteristics and can provide optimal support to the market accordingly.
Corporate divisions - Centrally controlled
An important aspect of the reorganisation is the planned central control of the company divisions that are important for the dealer, in order to be able to guarantee a consistently strong presence with high quality of the different services. Relevant for the sales partners and customers are above all the areas of marketing and product management as well as sales, after-sales service and the AriensCo Academy.
Consistently develop the product portfolio
The goal of the product management and marketing departments is to consistently develop the strong product portfolio of the two brands Ariens and AS-Motor on the basis of the brand strategy. This is done primarily on the basis of market requirements. It is therefore essential to take into account the concerns of sales and trade. All marketing activities are aimed at attracting interested and potential customers to the specialised trade.
Strongest distribution network
The sales theme will not stop at the topic of conditions in the future, but the team has set itself the goal of intensively supporting all sales partners and importers in selling the two brands Ariens and AS-Motor. In the future, too, there will be partners who only have one of the two product brands in their programme. The aim is to offer end customers throughout Europe the best possible territorial coverage in terms of products, know-how and services. Both established partners and new partnerships play a central role in this, always with the aim of ultimately having the strongest distribution network on the market.
Vice President Sales EMEAA
Brad Stiles (36), who was previously responsible for marketing and sales in the UK, has been responsible for the entire sales division in the EMEAA region since 1 May this year. The Vice President Sales AriensCo EMEAA studied at Indiana University in Bloomington. Stiles' goal is for AriensCo to increasingly become a true partner and advisor to its dealers' business in Europe. "When the dealer's business goes forward, we as AriensCo go forward too," said the family man and native American.
Superior services as part of the AriensCo corporate brand
The entire after-sales area at AriensCo is organised under the service brand. The objective is to also install the After Sales Service in Europe according to the system already established in the USA. There, the After Sales Service combines not only the complete supply of spare parts, but also warranty processing and the logistics of new equipment. The AriensCo Academy is responsible for all training courses and covers all relevant topics for all product brands, from service and sales topics to equipment training and processes to marketing topics. The training courses are aimed at all target groups, both internal and external. A key tool in the future will be a central dealer platform, which will be the contact point for all partners for all questions and needs regarding AriensCo, AS-Motor and Ariens.