RV PRO

June '17

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38 • RV PRO • June 2017 rv-pro.com D E A L E R S T he owners of Lichtsinn RV didn't have to look far to find the ideal inventory for the dealership's customers. Located only 1 mile from the Winnebago plant in Forest City, Iowa, Lichtsinn RV since 2005 has exclusively retailed new Winnebago motorhomes. It didn't always used to be that way, however. Between 2002 and 2005, Lichtsinn carried a few different Keystone and Forest River towable brands. "We were trying to focus more on our local market," com- pany President Ron Lichtsinn explains. "A lot of the workforce in Forest City can't align their budget with a motorcoach, but we realized our passion was for the motorized segment of the RV industry." Proximity to Winnebago is a benefit, but it wasn't the only reason the dealership chose to exclusively retail the RV maker's motorized products, according to Lichtsinn. Brand recognition and an acknowledgement that segments of the motorized market are performing well also played a factor, he says. "We certainly align ourselves with what we believe to be the highest quality motorized RV manufacturer. Winnebago con- sistently ranks No. 1 in RVDA DSI quality industry indices," Lichtsinn says. "We learned between 2008 and 2010 – as we slipped in and out of recession – that it's a brand that follows emerging trends and demographics." Today, the dealership carries a full range of motorized prod- ucts, but B vans and fuel-efficient Class C models have come to represent a growing segment of the dealership's inventory. Lichtsinn RV prospers thanks in part to its specialized focus retailing Winnebago motorhomes and its strong emphasis on employee retention and education. Home of the Brave By Darian Armor PHOTOS COURTESY OF LICHTSINN RV Ron Lichtsinn, owner of Lichtsinn RV, is pictured with several Winnebago motorhomes on the dealership's sales lot. Lichtsinn says narrowing the dealership's focus to retailing only Winnebago motorhomes has proven beneficial for the dealership.

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