Important Update: STIGA UK Dealer Support Initiative & Dealer Council Announcement Dear STIGA UK Dealer Partner, Thank you for your active participation and engagement at our recent STIGA UK Dealer Conference. It was wonderful to connect with so many of you and share our vision for the future. During the conference, several important questions were raised regarding our dealer support framework, alongside challenges and concerns surrounding our recent relocation from Plymouth to Stansted. While time constraints during the agenda prevented us from addressing all of these topics on the day, we are fully committed to moving forward and resolving the key issues highlighted by the network. We have grouped your feedback into four focus areas requiring immediate attention and heightened collaboration: ●
Robot setup, support, training, and ongoing improvement
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Commercial sales policies and overall dealer engagement
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Aftersales backing, technical support, and helpline availability
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Pricing alignment and channel management
As shared during the conference, this past year presented shared challenges. The network faced a second consecutive year of difficult weather conditions alongside macroeconomic uncertainties, while the STIGA team navigated the transition, recruitment, and onboarding of our new headquarters in Stansted. Your commercial performance and satisfaction remain central to STIGA UK’s success. This move was designed to position our business for another 40 years of strong partnership, ultimately delivering faster service, greater efficiency, and sustained mutual growth. We acknowledge that the loss of legacy knowledge and the pace of establishing the Stansted facility caused operational friction for many of you. Please be assured that this feedback was heard clearly by both our UK leadership and global management teams. We are taking immediate steps throughout the pre-season to elevate our operations, ensuring we enter the 2027 season fully prepared to deliver the support standard you expect. This week we welcomed two new Territory Managers in Paul Searles and Karl Savill meaning we have again full National coverage in the sales team. I will be making more announcements of additional resources in the coming weeks, which will further demonstrate our commitment to supporting the network. However, to ensure your feedback directly shapes our support infrastructure, we are pleased to announce the creation of the STIGA UK Dealer Council. The Council will serve as a formal collaborative body comprising representative dealers alongside STIGA UK leadership. Its core purpose is to review current operational challenges,
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co-design enhanced support workflows, and ensure clear, two-way communication across our entire UK network. To ensure nationwide representation, the Council will maintain a balanced composition across High-Volume Commercial Dealers, Independent Family Dealers, and Multi-Branch Groups. To expedite the establishment of the Dealer Council, our Area Sales Managers have each nominated candidates. Over the next two weeks, we will reach out directly to discuss potential appointments to the Council.
Warm regards,
James Gordon Managing Director
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