NoVa RT wrote:
I don't think the industry is in a death spiral, but from reading this forum for more than a decade and talking to other RVers, I think there is the potential for significant market disruption.
I agree with this. The time has never been better than now for an RV manufacturer to come along and introduce a market repositioning strategy to differentiate themselves. If they could market their product lineup so that their brand has a unique, credible and sustainable position in the marketplace IMO they'd have a good chance of taking a substantial part of sales away from competitors.
The primary thing that could shake up the industry is clearly quality. It's less about the quality of materials and components in the construction of an RV and more about quality of workmanship in the build process which is the one major area that needs a big change. A big question tho. is how to get the message out to consumers, especially those new to RV-ing.
In terms of towables, one example of a candidate for repositioning might be Northwood Manufacturing in Oregon. They're away from the prevailing mindset in Indiana, they already produce above average quality and they already have some excellent unique features (in-house built frame for ex.) so they are already somewhat differentiated. I've talked to their reps at RV shows a few times and their TTs just don't stand out from all the other brands on the floor and they don't use the word "quality".