June '17

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20 • RV PRO • June 2017 rv-pro.com R V M A N U F A C T U R E R S have left the market, leaving more of the "pie" for the remaining players. Even with that, some of the remaining companies have lost market share, further concentrating the vast majority of the business among the top five builders. Diesel consumers are well-informed and look for innovation. Meanwhile, Krider sees consumers looking to the lower price ranges of the pusher market as an alternative to Class A gas units. REV Recreation Group: Powering Up The Class A diesel pusher segment of the REV Recreation Group could best be called a work in progress. Two years ago, REV stood No. 5 in the market. It leaped over Winnebago and moved up to a solid No. 4 in 2016 and as this spring unfolded was looking to supplant Newmar for the No. 3 spot. REV's dynamic move up the leader board is due to several factors, not the least of which is its wide price range. REV offers pushers, from a low of $220,000 for its entry-level models to $670,000 for the highline American Eagle. For REV, the sweet spot appears to be $260,000 to $300,000, as this range accounts for its highest unit sales volume. REV encompasses some of the oldest names in the RV market, such as Fleetwood RV, Monaco Coach and Holiday Rambler as well as American Coach. In many ways it's been a rebuilding project for Monaco and Holiday Rambler, says Lenny Razo, REV's vice president of sales and marketing. The process is taking time but will succeed, he predicts. With so many legacy names under the umbrella, one needs a scorecard to keep everything straight. RV PRO chose to high- light three models: Fleetwood's Discovery and Pace Arrow and Holiday Rambler's Endeavor. The Discovery is the leading model and longest standing brand under the Fleetwood diesel lineup. For 2017, the Dis- covery has a new look. Outside, the RV maker instituted a new, fresh look with LED lighting added to the front and rear caps and undercarriage lighting only seen on higher-end products. An integrated awning gives the Discovery a highline look, even though MSRPs on Discovery come in less than $300,000, Razo notes. Likewise, the iconic Pace Arrow, known as a gas Class A under Fleetwood Enterprises dating back some 60 years, was relaunched in the past year as a diesel pusher. "It's been extremely successful for us," Razo says, trailing just behind Discovery in unit sales. Pace Arrow is available in 33- to 36-foot floorplans and a larger LXE in 38- to 40-foot floorplans. Holiday Rambler's Endeavor also relaunched for 2017 with revised caps and interiors and updated multiple floorplans. "We spent the last 18 months correcting things the dealers and customers were telling us," Razo says. Multiple new floor- plans were introduced over the last six months and new ones are coming down the line. Endeavor is now positioned in price close to Discovery, which puts it near the top of the Holiday Rambler lineup, Razo says. REV builds exclusively on Freightliner chassis, but for certain Fleetwood and Holiday Rambler models, REV builds on its Power Bridge Chassis and adds modular chassis components from Freightliner's XCM Series. This yields a taller unit with more storage and a better drive, Razo notes. Likewise, American Coach models are built on a Freightliner chassis with a Liberty Bridge. Meanwhile, Razo says the new Dream and Revolution from American Coach have done well since their introduction last year. This lineup, as well as the Monaco brand, will become a bigger part of REV's business moving forward, he says. Razo wasn't ready to provide even a hint about 2018, other than to say a lot of changes are coming. Pricing is a major concern, as price creep appears to be keeping some potential buyers on the sidelines, he surmises. "Prices have moved up; now we have to find a way to move them back down," he says. Razo says he is excited about REV's growth in the diesel pusher market, even if the overall industry lull in 2016 fore- shadowed flat sales for everyone in 2017. "We are seeing a lot of Class A owners making the move to diesel," he says. "As diesel prices remain low, we'll see a lot of people make that jump. We feel very good about our position and where we're going." The Pace Arrow, known as a gas Class A motorhome in the days of Fleetwood Enterprises, was re-launched in the past year as a diesel pusher and has proven very successful for REV thus far.

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