Posted: 24/02/2015 at 11:51
The grey pound is the spending power of middle aged and older people who, having kids off their hands and the mortgage paid up, have more spending power than younger people - assuming they own their own property and have more than a state pension to live on which is quite a lot of people.
They're going to want a lawn mower that is sturdy, does the job without fuss, will last a good while, is easy to maintain, has adequate power not to require huge muscle mass to push around and probably a mulching setting that means they don't have to keep emptying a grass collector. They'll also want an easy scarifying option if they do take care of their lawns.
They'll probably have bought their houses in an era when gardens were bigger than postage stamps so lawns will be larger so I think your range of models is very restrictive and your upper price range is really very low.
If you're after inventing a new lawn mower you really do need to think about your target market and thus your marketing.