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04/06/2021

Makita's spring cordless OPE blitz

The outdoor power equipment manufacturer has launched a big advertising campaign to promote cordless products to pros and DIYers.
a man standing next to a suitcase
Pro customers are a big part of the mix in Makita's spring OPE marketing campaign.

Makita U.S.A., Inc., a leader in cordless technology, said that it continues to gain market share in the cordless outdoor power equipment (OPE) category. 

Makita OPE share has increased year-over-year due to an expanding product range and the success of its “Rule the Outdoors” campaign, the company said.  With gas prices, new home sales, and remote working on the rise, the demand for cordless outdoor power equipment has drastically increased, the OPE and power tool manufacturer said.

Other driving forces behind the shift from gas to cordless outdoor power equipment include government municipalities, hospitals, universities, and homeowner associations (HOA) that ban gas equipment in an effort to reduce emissions or noise. 

Now Makita said that it is poised to accelerate the movement from gas to cordless. 

The “Rule the Outdoors” marketing campaign promotes Makita LXT Cordless Outdoor Power Equipment and the benefits of battery-powered over gas-powered. 

Makita plans to spend three times more in advertising this spring to continue generating awareness and sales. Makita commercials will air during prime-time spots on 20 networks, generating awareness to the targeted audience. 

a person that is standing in the grass
Makita's OPE lineup includes cordless mowers.

The campaign also includes a digital component that will generate 30-million commercial views this spring and increase web traffic 

“Professionals are able to get the power and performance of gas with battery technology today,” asserts Romique Talton, senior product manager, Makita U.S.A. “No one else in this space has this legacy in both gas outdoor power equipment and cordless technology. We have taken our gas ‘know-how’ and applied it to our cordless outdoor power equipment, resulting in equipment with power equivalent to that of gas equipment and making it possible for landscapers and tree care workers to make the switch.” 

According to Makita, the manufacturer has the world’s largest professional cordless outdoor power equipment system with nearly 50 products. The system continues to expand with a wide range of cordless lawnmowers, string trimmers, blowers, chain saws, hedge trimmers, and pole saws.

Makita U.S.A., Inc. is located in La Mirada, Calif., and operates an extensive distribution network throughout the United States.