RVs Mark a Different Road Back to Recovery
Courtesy of RVBusiness.com
The recreational vehicle industry, a gauge of Americans’ ability to splurge on adult toys, has been stuck in the slow lane of the road to recovery. Now, RV makers are trying to move things along with more fuel-efficient trailers aimed at frugal travelers tired of airports and motels, the Wall Street Journal reported.
The industry is fighting back by offering lighter vehicles aimed at a broader range of buyers, while expanding advertising that touts the affordability of RV travel. It is also hoping that people put off by security pat-downs and other air-travel nuisances will turn to RVs.
One priority is to make more converts like Tim and Jennifer Tracy of Pennington, New Jersey, both lawyers. They bought their first RV — a 27-foot Airstream, with a list price of about $70,000 — last January. “We wanted to make memories for our boys,” ages 2 and 6, says Tim Tracy. His idea of a vacation is backpacking; his wife prefers resort hotels. The RV was “a sort of compromise” and has proved a hit with the family.
Manufacturers are cutting the weight of RVs by as much as 25%, partly by using plastic composite materials instead of wood, to improve fuel economy and help counter fears of rising gasoline prices.
They also are trying to make RVs look less like white boxes. EverGreen Recreational Vehicle LLC recently introduced a sleek new trailer called the Element, which starts at $38,000 and is light enough to be pulled by a minivan. The RV industry gets a large share of its sales from buyers over age 50, but EverGreen’s 37-year-old engineering director, Dan Rodabaugh, hopes the Element, with its simple and uncluttered interior, will appeal to younger buyers like himself.
Airstream Inc., a unit of Thor Industries Inc., recently teamed up with the retailer Eddie Bauer LLC to design and market a model aimed at younger and more active people who want to haul kayaks or mountain bikes inside their trailers.
“Our best commercial for our industry is the airlines,” Robert J. Olson, CEO of Winnebago Industries Inc., told analysts recently. “If you haven’t gone on an airline lately, it’s a real hassle.” Meanwhile, the recent bedbug scare helped make people warier of motels, says John Lenzo, an owner of Colonial Airstream, a dealer in Lakewood, New Jersey.