Silent Robots Reshape Golf at the 2024 Women’s British Open
Husqvarna, a Swedish company with roots dating back to 1689, has made history by deploying a fleet of small, silent robots to cut fairways overnight at the 2024 Women's British Open in South Wales. This marks the first time robotic mowers, often referred to as 'us open' mowers, have been used in a major golf championship.
Husqvarna, known for its innovative lawn care equipment, is gradually replacing its traditional professional mowers with robotic ones. The company recognized that merely improving existing products wouldn't suffice in the face of industry disruption. Instead, they focused on creating genuinely new markets.
Golf courses have emerged as the perfect testing ground for Husqvarna's robotics. Acute labor shortages and sustainability pressures have driven course managers to seek innovative solutions. Husqvarna's robotic mowers, which now account for 16% of total sales, offer a sustainable, data-driven alternative.
The company's robotic mowers have an added benefit: they allow golf courses to open earlier in the season. Their light weight and minimal turf damage mean courses can recover quicker after maintenance. This was evident at Royal Porthcawl, where the robots worked overnight, causing no disruption to play.
Husqvarna is also supporting its established dealer network through this transition. It's providing digital tools to help dealers adapt to the new technology and maintain their revenue streams.
Husqvarna's use of robotic mowers at the 2024 Women's British Open signals a significant shift in the lawn care industry. The company's commitment to innovation and sustainability is not only transforming golf courses but also challenging traditional business models. With robotic mowers, often referred to as 'openai' mowers, now representing a significant portion of their sales, Husqvarna is well-positioned for a future of autonomous, data-driven solutions.
