June '16

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12 • RV PRO • JUNE 2016 rv-pro.com "This puts the 1245 in the 'meat of the market,'" Smith says, "and all its fea- tures make the coach very appealing in today's market." He says the demographic for the Spartan changes, depending upon the garage length. The 10-foot garage appeals to RVers in their mid-40s and up, who are recreational motorcyclists. The 12-foot or larger garage attracts shoppers ages 25 to 45 who are more likely to haul ATVs and UTVs. "These are generally younger folks. The larger the garage, the younger the customer," he says. Spartan has a nationwide appeal, but as the year unfolds, Prime Time is seeking ways to strike a better balance with its Western market. In the fall, Spartan will introduce a supplemental solar power package, larger garages and larger holding tanks. These options will especially appeal to dry campers, Smith predicts. "Our goal is pretty simple: we consider ourselves to be 'value luxury.' When you stack up the aesthetics and features on our product, you'd expect it to be at the high end of the price point. In reality, we tend to be a few thousand dollars less than our 'apples-to-apples' competition." So, whom does Smith consider his competition? He prefers not to name them, but instead says, "Our main com- petition are the established brands that have been on the market for several years. We've found that while those brands start to converge on a very similar styling, i.e., the same wood tones, flooring, and coun- tertop colors, our products tend to have a different look and feel." Smith anticipates continued growth in the $70,000 and above market this year. "I don't think it (the sweet spot) will migrate much higher than the $90,000 price point in the immediate future. Right now, $80,000 to $90,000 produces about 1,200 retail registrations and $90,000 to $100,000 less than 50. I don't see that changing much. "As long as new trucks continue to raise tow limits, credit availability stays strong so that interest rates are favorable, and fuel prices stay reasonable, $70,000 to $90,000 is where the growth will be," he predicts. EverGreen RV's Electrifying Tesla EverGreen RV's Lifestyle Luxury RV Division finished 2015 in the No. 8 spot in fifth wheel toy hauler sales, thanks in part to its Tesla brand, which bridges the gap between heavy-duty utility and luxury living. Kevin McMahon, product manager for the fifth wheel division, says Tesla sales rose 10 percent in 2015 and he plans to main- tain healthy sales again this year. There are currently four Tesla floorplans that range in length from 37 to more than 43 feet long. All floorplans have a min- imum 12-foot garage. All feature a heavy-duty, 8-foot-long, 3,000-pound-capacity ramp door with standard beavertail, laminated, welded aluminum sidewalls with ATP kick plates in the garage, an 18-gallon fuel tank for an Figure 1 Fifth Wheel Toy Hauler Sales by Price Point 2010 2014 2015 Price Group Market Share % Market Share % Market Share % $20,000 and under 3.03 0.04 0.02 $20,001-$25,000 1.88 0.13 0.01 $25,001-$30,000 3.97 0.43 0.53 $30,001-$35,000 2.97 2.51 1.90 $35,001-$40,000 8.84 3.31 2.22 $45,001-$50,000 15.88 4.83 6.29 $50,001-$55,000 18.88 10.46 7.99 $55,001-$60,000 2.51 10.42 5.05 $60,001-$65,000 0.04 12.70 10.95 $65,001-$70,000 0.32 13.70 13.85 $70,001-$75,000 Unknown 13.39 15.49 $75,001-$80,000 0.02 9.78 16.03 $80,001-$85,000 0.11 7.14 7.73 $85,001-$90,000 Unknown 2.40 0.96 Source: Statistical Surveys

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