For years, American SportWorks built its name as a manufacturer of go-karts—or “fun karts,” as the company calls them—and other recreational vehicles. Since its rebranding as American Landmaster in May, however, the company says it has increased focus on its newly launched utility vehicle (UTV) line, touting its professional-grade performance.
On Sept. 7-8, the manufacturer invited media members from the agriculture and landscape industries to its hometown of Fort Wayne, Ind., to test drive its new line of American Landmaster LandStar UTVs.
“We felt like the brand name American SportWorks wasn’t an accurate reflection of who we are and what we do,” said Director of Marketing Eric Hall of the rebranding. “American Landmaster is a better representation of the kind of products we build. The same everyday reliability that we built for 50 years is now being lived out through this corporate rebranding.”
Originally called Manco, the company has manufactured UTVs, go-karts, ATVs, minibikes and more for 50 years. After Manco, supported by a Fort Wayne equity group, purchased Brister’s, the newly combined company became American SportWorks in 2009. The move to the name American Landmaster happened earlier this year.
American Landmaster products are built in Roseland, La. The company is proud to have its products built, not just assembled, in an American factory by American workers, Hall said. The company uses steel from Texas and plastic from Fort Wayne Plastics, which is located less than 15 minutes down the road from its headquarters. While its engines, which are built by Honda, Briggs & Stratton and Kohler, are made overseas with foreign parts, the vehicles feature more than 80 percent American-made components, the company said. “Born, built and tested in the USA since 1959,” has become the crux of its marketing campaign.
“Our UTVs are bent, welded and everything in our factory in southern Louisiana,” Hall said. “We think there’s a fundamental difference between being assembled in the U.S.A. and built in the U.S.A. Some competitors use carefully constructed terms saying their products are assembled here, but the high-level engineering and building takes place overseas. We’re different than that. We really believe that our products are built by Americans and for Americans.”
American Landmaster’s new line of LandStar UTVs is redesigned to suit professional landscape applications, Hall said. In addition to modern styling, the company added turf tires as an option on all vehicles, as opposed to the standard knob tires. It also improved the turning radius on these vehicles and redesigned the cabin for an easier entrance and exit.
Ty Bello, vice president of sales, understands his UTVs might not be as flashy as vehicles made by competitors like Bobcat and Polaris. But with MSRPs ranging from $3,299 (LS202) to $8,699 (LSC4), he touts American Landmaster UTVs as an affordable option that gets the job done.
“We’re not high speed,” Bello said. “You’re going to go 25 mph, but you’re going to be able to haul 1,500 pounds and carry 400 pounds in the bed. We’re going to get you where you need to be, and we’re going to be reliable.”
American Landmaster’s LandStar line of UTVs include the following nine models:
- LSC4—a 4×4 gas crew cab with a 674 cc OHV V-Twin Kohler engine and 4 wheel disc brakes;
- LSC2—a 2×4 gas crew cab with a 674 cc OHV V-Twin Kohler engine and 4 wheel disc brakes;
- LS750—a 4×4 gas standard UTV with a 674 cc OHV V-Twin Kohler engine and 4 wheel independent suspension;
- LS670—a 4×4 gas standard UTV with a 674 cc OHV V-Twin Kohler engine and 4 wheel hydraulic brakes;
- LS 550—4×4 gas standard UTV with a 479 cc OHV Briggs Vanguard V-Twin and 4 wheel hydraulic brakes;
- LS48V—4×4 electric standard UTV with a 48-volt electric, 500 amp controller;
- LS450—2×4 gas standard UTV with a 390 cc OHV Honda with electric and recoil start;
- LS350—2×4 gas standard UTV with a 277 cc Kohler with electric and recoil start; and
- LS202—150cc F-N-R with 4 wheel hydraulic brakes.
Each model can be upgraded with a convertible steel bed with rear-facing flip seats or alternate colors, such as RealTree camo, black or white. The company also offers attachments and accessories, like enclosures, windshields, plow blades and the CrewMate Tool Rack, which gives users a way to transport tools while still affording full use of the bed.
The line will be exhibited at the GIE+EXPO, held in Louisville, Ky., from Oct. 19-21.
Photos: Dillon Stewart
