Of course the moron doesn't understand the well-worn tactic of making a cheaper model under another brand name.
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Walmart didn't want another brand name, which you'd have known if you'd read the article. They wanted cheaper (literally) with the Snapper name.
There is a reason why some people go on to be business executives, and some go on to be, say, math teachers.
MiniMow by Snapper. Sell a scaled-down no-frills version with a separate name but with the brand attached. Think of it as an iPod Shuffle for your grass. This is called a "loss leader", if you haven't heard of the term. It keeps the Snapper brand in the public eye (in 10 years, nobody will buy Snapper, they'll either be buying the Lowes or Home Depot high-end offering or the cheapo Walmart generic product, having lost brand attachment) but provides an opportunity to purchase a low-end product. When the low-end product breaks down, they'll be naturally inclined to look up and they will look to the same brand to upgrade. That's especially true if you manage to sell lots of cross-compatible accessories.
But this marketing stuff is too complicated, I should just stick to some basic Lebesgue measure theory.