RV Industry News
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| April 2004 | Volume 29 - Number 9 | |
RV Industry News | ||
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El Monte RV Offers Consumers
“We wanted our site to be a one-stop shop for RV travelers,” explained Joe Laing, Director of Marketing for El Monte. “With this system, guests can rent an RV and book campsites all in one place. “People want more sophisticated online products,” Laing said. “We wanted something that would be easy for the consumer. We knew that Friend has the experience and the background to make it happen. And it targets the exact demographic we wanted to reach.” 2004 RV Shipments to Set
Quarter-Century Record Factory-to-dealer deliveries of recreation vehicles are expected to set a new quarter century record in 2004, according to newly released forecasts.
In fact, RV shipments in the second half of 2003 set a new quarter-century pace—4.2 percent above the prior record set in the second half of 1999. RV shipments in the fourth quarter of 2003 were 8.3 percent higher than the fourth quarter of 2002, outpacing forecasts for all RV market segments. "The RV industry is booming as increasingly confident, younger consumers recognize the advantages of RVing over other forms of vacation and leisure," said David J. Humphreys, president of the Recreation Vehicle Industry Association (RVIA). "Families enjoy the greater freedom, flexibility, control and comfort RVs provide—especially in today’s travel climate." The RV industry earned record revenues of over $12 billion in 2003 (as measured by the retail value of wholesale shipments). Not only was 2003 the strongest RV retail year ever, but RV wholesale shipments posted their best six-year period in a quarter century, according to market data compiled by RVIA and Statistical Surveys, Inc.
Many RV manufacturers report they have boosted production to keep pace with growing consumer demand for their products. Rising orders have prompted some RV manufacturers to hire additional workers, open new assembly lines, expand existing plants and construct new facilities. Long-term trends point to substantial RV market growth because of favorable demographics. As baby boomers enter their prime RV-buying years over the next decade, the number of RV-owning households is projected to rise 15 percent between 2001-2010, outpacing overall U.S. household growth of 10 percent, according to a 2001 University of Michigan study. The study found the number of RVs owned by those 35 to 54 grew faster than all other age groups between 1998-2001, bolstered by an industry advertising campaign launched in 1997 aimed at the baby boomer. The Go RVing Coalition’s national advertising campaign of print, television, radio and Internet ads is targeting adults age 30-64. The industry will spend approximately $50 million on the current three-year phase of this market expansion effort. RVIA (rvia.org) is the national association representing more than 500 manufacturers and component suppliers producing approximately 98 percent of all RVs made in the United States. Dometic Honors Missouri Service
Center
Dometic Corporation has named Coachlight RV Sales & Service, Carthage, MO, winner of the Dometic T2000 MVP Service Center award. Candidates for this annual honor are judged on excellence in customer service, warranty work and promoting Dometic products, among other qualifying factors. Martin Lown, President of Coachlight RV, accepted the award. Coachlight RV has serviced Dometic products since it opened for business in 1968. John Waters, President of Dometic, presented the award. Winnebago is Top Selling Motor
Home
For the third consecutive year, Winnebago Industries dealers retailed more Class A and C motor homes combined than anyone else in the industry; selling 10,669 motor homes in calendar 2003 for 19.0 percent market share. Winnebago Industries was also the top selling manufacturer of gasoline-powered Class A motor homes during calendar 2003 and for each of the last three years, accounting for 5,108 motor homes, or 22.9 percent of the Class A gasoline motor home market. Winnebago Industries was also the top selling Class C manufacturer during calendar 2003 and for each of the last six years, accounting for 23.4 percent of the Class C market nationwide. The Company's Winnebago brand motor homes were also recognized as the top selling Class A and Class C brand during calendar 2003, outselling every other Class A and C brand in the United States. The Winnebago brand has been the top selling Class A brand for each of the last six years. "We were extremely pleased to be the top selling motor home manufacturer for calendar 2003 and the last three years," said Roger Martin, Winnebago Industries' vice president of sales and marketing. "This success was the result of the excellent acceptance of our motor homes; our proven partnerships with our network of dedicated and professional, full-service dealers; the recognition of our well-known Winnebago brand name and our reputation as a high quality motor home manufacturer; as well as the commitment and hard work of our dedicated employees. In addition, we look forward to calendar 2004 as our new diesel Class A's make their way into the retail marketplace, providing us with further opportunity for growth." Country Coach Founder Bob Lee
In 2002, at the request of the National RV Holding, Inc. Board, Mr. Lee returned from retirement to the Country Coach subsidiary, taking an active role in its management and succession planning. Now, 18 months later, with a solid leadership team in place and the successful launch of the new Inspire, Mr. Lee has completed the initial phase of his task. Going forward, his focus will be product evaluation, sustained growth and, as always, customer relations. "Though I will continue to work out of the Country Coach offices, I look forward to a little more time on the road with Terry, attending rallies and lending Jay a hand where I can. We have an excellent working relationship and I am extremely happy with the company's progress over the past year. I look forward to even greater success as our management team continues to design, build and service the World's Finest Motorcoaches." Bob Lee founded Country Coach in 1973. Since that time he has been an active member in the Industry serving as President to the Commercial Council for Family Motor Coaching Association (FMCA) since 1999, as Council VP since 1990 and as a Council member since 1984. Mr. Lee has served 14 years on the Board of Directors for the Recreation Vehicle Industry Association (RVIA) where he served two terms as secretary, 6 years as Chairman for the National Show Committee and 10 years as Chairman of the Western Show Committee. In 2000 he was inducted into the RV/MH Heritage Foundation Hall of Fame. Lazydays Has $17 Million Delivery Day Lazydays RV SuperCenter (“Lazydays”), the nation’s largest RV dealer, successfully delivered 176 RVs on February 27, 2004. This represents over $17 million dollars of RV sales revenue in a single day. “I very much appreciate our wonderful customers and employee/owners who make achieving these records possible. It is by sharing a common vision and purpose that we are able to accomplish these results one customer at a time and, thereby, maintain a very high level of customer service,” said Don Wallace, President and CEO. Home & Park Recognizes Top Suppliers On February 18th, Home & Park Motorhomes held their Annual Quality Trek Supplier Meeting. As part of the event, awards were presented to those suppliers who met stringent performance criteria. Recipients of the Costs Savings Award, for those vendors that achieved 3% or more cost savings across their product lines for 2003 were Cornell Welding and Fabricating; Dometic Corporation; Prodesign, LLC; Thetford Sanitation Inc.; and Weber Supply. J&F Custom Upholstery received the Above and Beyond Award, given to those vendors who exceed expected performance criteria. “Home & Park has grown to be North America’s best selling camper van manufacturer. We could not have achieved this without the support of a strong supplier base. Since we deal in a very competitive environment, we’ve asked our suppliers to adopt an automotive mentality with respect to quality, price, design, delivery and management support. Those that have done so have been rewarded with long term contracts and additional business,” stated Pete Mateja, President & CEO of Home & Park. Fleetwood’s Motor Homes and
Fifth Wheels Fleetwood RV, the nation’s leader in RV sales, has announced that its motor home division and fifth wheel sales outpaced the industry in 2003. According to the 2003 year-end report from Statistical Surveys, Inc., Fleetwood’s motor home unit sales increased 7% over 2002 while the industry was up just 4.9%. Fleetwood’s fifth wheel unit sales also outpaced the industry average for 2003 – increasing 37.7% over 2002, while the industry was up 12.6% over last year. In 2003, Fleetwood RV maintained its position as the number one Class A motor home manufacturer. According to John Draheim, Vice President of Sales for Fleetwood, "We attribute our continued strength in the Class A market to the success of our new products. The Discovery is still the #1 selling diesel motor home in the industry with a 21.9% increase in unit sales in 2003. In addition, the Revolution is still gaining tremendous momentum with a 73.5% increase in unit sales for 2003." Draheim continued, "Our Class A gas models also had a strong showing. Southwind’s unit sales were up 14.5% over 2002 and the all-new Pace Arrow increased unit sales by 19% over 2002; both were well above the 3.8% industry average for Class A gas motor homes." Fleetwood RV has recently focused its attention on expanding fifth wheel product offerings. According to Statistical Surveys, the newly redesigned Prowler, Wilderness and Terry fifth wheel models all had significant unit sales increases over 2002 – 71.2%, 71.4% and 55.3% respectively – easily outpacing the industry’s 12.6% increase over 2002. "We are pleased to see that our efforts in the fifth wheel market have been successful and that Prowler is still the number one selling travel trailer and fifth wheel in the industry," said Draheim. Additionally, the GearBox LSV, which launched on the West Coast in September and went national in December, was ranked 2nd in retail sales in California and Arizona for the month of December. Fifth wheel models of the GearBox LSV will hit dealers’ lots this month.
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