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Advertising Age covers RV Industry

AdAge cover story, showing collage of RV-related graphics.
— Photo courtesy Ad Age

Influential trade journal, Advertising Age or Ad Age, devoted their recent cover story, in the March 19, 2018 edition, to the RV industry. Here are some key quotes:

  • “Wholesale RV shipments surged 17.2 percent to 504,599 units last year.”
  • “Forecasters are predicting a ninth consecutive year of expansion in 2018.”
  • “RV manufacturing revenue reached $19.7 billion last year.”
  • “In 2016, the average age of an RV owners was 45, compared with 48 the year before.”
  • “Millennials trade in a currency of content and social credibility and memories and experiences that they think are worth sharing.”
  • “Thor Industries – with brands such as Airstream, Four Winds, Dutchmen…controls 45 percent of the RV market.”
  • “Thor gets less than 10 percent of new purchases from millennials”….yet “Gen Xers and millennials accounted for 72 percent of campers in 2016.”
  • “Older buyers, like snowbird retirees taking annual trips south for the winter, are still where the money is,” says Foster Finley, of industry consultancy Alix Partners.”
  • “Go RVing, the marketing arm of the RV industry, is filling it ads with young faces --- and dogs and cats -- because the group sees the rise in pet ownership as a major plus.”  VP of branding Karen Redfern stated, “A lot of people don’t like to leave their pets behind, so an RV is a great way to bring their pets with them.”

See the entire article here: http://adage.com/article/cmo-strategy/young-wanderlust-life-rv-market/312766/

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