Toronto, September 9, 2022 – As we prepare for the 2023 RV model year, with the industry heading for the Hershey RV Show next week, and the Elkhart Open House at the end of September, there are many events and issues in the RV industry, and in the World at large, that are top of mind – let me take a few minutes of your time to share my thoughts…
A Sad Farewell
Yesterday’s news of the passing of Her Majesty Queen Elizabeth II brought a wave of sadness that engulfed the Commonwealth, and people around the world. As we mourn the loss of a leader who brought a sense of dignity and continuity that spanned all generations alive today, we lose our link to the values of our parents, grandparents, and great-grandparents.
As a Canadian, I share the perspective of a citizen of the Commonwealth. I was born just a few months before Queen Elizabeth II ascended to the throne – like so many people, she was the only British monarch that we have known… her passing directly touches the hearts of almost one-third of the World’s population, and brings a sense of loss to many more people who respect her for her service to her people, and the world at large.
While the tributes and eulogies have been abundant, one of the most interesting and informative commentaries was posted by an American online journalist, Michael Knowles of the Daily Wire – who presented a video that describes the lifetime achievements of a leader whose reign transcended politics, race, religion, and social issues. Please take a few minutes to watch this outstanding tribute – follow this link: https://youtu.be/3C05tCYWBSc
Rest in peace, your Majesty, Queen Elizabeth II.
God save the King Charles III.
RV Industry Observations – from a North American perspective…
Last week, I had the opportunity to visit the Elkhart area, to view new models from Jayco, Starcraft, Highland Ridge, and Entegra Coach, to visit the Grand Design RV Rally, and to visit our friends at KZ-RV.
I was delighted to see the many new concepts and floorplans that will be available in the 2023 models, but concerned at the extent of inventory on the RV manufacturers’ lots.
Over the past few weeks, I have had the opportunity to sit in on discussions with dozens of RV dealers in Canada and the United States, and chat with dealers and manufacturer’s reps.
There seems to be an underlying sense that 2023 could be a very challenging year…
Small and mid-size dealers who had to order whatever models they could get their hands on through the pandemic, now have lots filled with multiple RVs with the same floorplans and decor… this substantially reduces the variety of RVs that they can show customers, and the persistence of new but non-current units on RV dealer’s lots will be an inventory pipeline problem for months to come, tying up the dealer’s ability to finance and stock the full range of 2023 units. This becomes even more troublesome when consumer interest rates and high fuel prices cause prospective buyers to have second thoughts – and when new RV prospects turn their back on the pandemic and resume their traditional vacation modes – trains, boats, planes, motels and resort hotels once again look more attractive than sleeping in an RV in the wilderness.
While RV dealers had two years of massive demand for RVs of all types, and they could literally sell anything with wheels, RV consumers in the third and fourth quarters of 2022 are being much more selective in their shopping… the marketplace is becoming far more competitive, and RV manufacturers will have to step up to the plate to help dealers by establishing brand awareness and bolstering consumer confidence in their products.
As one of the senior RV editors in North America, I have seen this type of market trend several times in my 50 years in the industry.
RV manufacturers cannot ride the crest of previous brand awareness campaigns… there is a new wave of RV prospects who have never heard of your products – and many of your legacy RV owners whose word of mouth recommendations spurred sales for generations have retired from the RV community – or passed on.
The “new wave” of online influencers are not as brand loyal as you might hope – YouTube is filled with horror stories regarding disappointing quality control, warranty issues, and the availability of parts and service.
The solution, in part, will be to get back to the basics:
- Promote the quality and reliability of the RV products through a broad range of media – print, digital editions, websites, and social media.
- Assist dealers with their return to live RV shows.
- Empower your customer service teams to expedite consumer issues.
- Elevate the quality control processes to reduce customer complaints – keep in mind that every disappointed or disgruntled consumer will spread the word to dozens (or hundreds) of prospects…
Those are my thoughts, from a Canadian perspective, for the week of September 9, 2022.
Please take a few minutes to let me know what you think.
Norm Rosen
VP Special Projects, Editorial Director,
Taylor Publishing Group.
905-844-8218 ext 229
