Volume 39 - Number 2
|October 07, 2010 687|
|Airstream Strengthens Commitment to Class B Motorhome Business
Click Illustration for Larger Image
Jackson Center, Ohio –Addressing a growing segment within the RV industry, Airstream, the most recognized RV brand in North America, today announced plans to bolster its Class B motorhome business. Airstream has reorganized its sales force and is proud to note three key hires dedicated solely to the company’s new Touring Coach division, which today includes the 2011 Airstream Interstate and Airstream Avenue motorized coaches.
Eddie Bauer and Airstream Partner to Fuel America’s Spirit of Adventure
SEATTLE, WA -Iconic American brands Eddie Bauer and Airstream have teamed up to build a special edition travel trailer, the Eddie Bauer Edition Airstream, and to develop premium co-branded items for 2011. The two companies, with more than 160 years of combined experience building quality products for the adventurous outdoor lifestyle, see significant synergies.
By combining Eddie Bauer’s heritage as The Original Outdoor Outfitter® and Airstream’s focus on functional durability, the brands will target travelers who love to explore the outdoors in style. The special edition travel trailer will include a rear sport hatch to allow for easy access to gear and equipment and to “let the outside in.” It will also include finishing touches such as exterior protective cladding and unique interior surfaces, flooring and Eddie Bauer bedding.
“Airstreamers, like Eddie Bauer customers, have come to expect superior construction and design, and now with the Eddie Bauer Airstream we’ve added some special features that will appeal to their adventurous spirit,” said Bob Wheeler, president and CEO of Airstream. “The rear sport hatch allows Airstreamers to live the Eddie Bauer lifestyle, enjoying the outdoors as often as possible.”
Discriminating customers aren’t the only things Eddie Bauer and Airstream have in common. Each brand was founded in the U.S. by one man with a singular dream. Eddie Bauer founded his sport shop in Seattle in 1920 and within a year had his own storefront and quickly became a renowned outfitter and innovator. Wally Byam created the first Airstream in 1931, and in doing so created a new way of life shared by thousands upon thousands of families.
“Eddie Bauer and Wally Byam were visionary innovators for the American outdoor lifestyle in the early 1900s,” said Neil Fiske, president and CEO of Eddie Bauer. “From the first down jacket patented in the U.S. to the first self-contained trailers built in the country, they believed in creating quality products to make an adventurous life more accessible for everyone.”
The relationship between Eddie Bauer and Airstream first began in 2009 when Eddie Bauer launched First Ascent, its line of world-class expedition gear. The company wrapped a custom-built Airstream PanAmerica in the First Ascent logo and its sponsored ski guides drove the trailer across the country, chasing the best snow conditions from Tahoe to Haines, Alaska. The relationship continued to evolve and will result in the special edition travel trailer, along with co-branded apparel and other gear due out next year.
In addition to outfitting generations of fishermen, hunters, climbers and mountaineers on some of America’s major expeditions, Eddie Bauer has a long history of working with companies in a number of industries to license products, including the automotive space. Most notably, the company partnered with Ford Motor Company more than 25 years ago to feature the Eddie Bauer edition premium trim package on several models of Ford pickups, sport utilities and minivans. The Eddie Bauer Edition Airstream will be featured in Eddie Bauer’s holiday gift catalog which arrives in mailboxes on November 8, 2010.
Airstream’s focus on the Class B market is motivated by the growing strength of this segment. Statistical Surveys Inc (SSI) reports that year-to-date Class B sales are up 42.8 percent over 2009, illustrating the BVan lifestyle as a growing trend nationwide. As such, Airstream has restructured its sales force and hired a General Manager for its Touring Coach division, Tim Garner, along with two Regional Sales Directors – John Huttle for the Western United States and Scott Lucas for the East.
As General Manager, Touring Coaches, Garner will focus on overall product and sales strategy, growing Airstream’s Class B distribution through a variety of channels, provide market feedback about product opportunities and competitive analysis, and provide support for dealer activities.
John Huttle will transition from his post at Airstream’s factory in Jackson Center and move into the field as Western Sales Director. Huttle was instrumental in developing Airstream’s current BVan products and programs, and the company will continue to utilize his inside knowledge.
Eastern Sales Director Scott Lucas is new to Airstream and will apply his extensive sales experience with leading automotive and RV manufacturers in an effort grow Airstream’s market share in a key area of the country.
“Our 20 years experience building Bvans combined with Thor Industries’ financial strength and these newly hired resources puts us in a position to grow our market share in this segment aggressively,” says President and CEO Bob Wheeler. “We feel strongly that the size, price, and fuel efficiency of these motorhomes will make them the ideal choice for many customers.”
Though traditionally known for its aluminum travel trailers, Airstream has applied the same core principles of quality, durability, and craftsmanship to its motorhomes. The legendary RV manufacturer has leveraged its brand strength and product expertise to enter the BVan market in a meaningful way and welcome additional customers to the Airstream brand.
“Our plans to expand the BVan portfolio with new product and programs are already in place, says Wheeler. “In fact, we are recruiting additional national service and training managers with the goal to have a team in place in the next 30-60 days to further support this endeavor.”
The 2011 Airstream Interstate went on sale June 2010 and the 2011 Avenue Sept. 2010. Both are presently available at dealers across the United States. Source Airstream
[ Back to Contents ]
More Industry News Articles
- Thor's Keystone Subsidiary Building New Plant In Goshen
With this expansion program, Keystone expects to increase overall travel trailer production capacity, allowing the Company to better meet the continued growth in demand for towable RVs.
Industry News Posted Sep 17, 2014
- Thor Announces Expansion Projects At Heartland
Heartland's expansion program includes a new dedicated facility to build lightweight travel trailers with greater efficiency and even higher quality standards.
Industry News Posted Sep 17, 2014
- Lippert Components Announces Custom Glass Printing Capabilities for RV Kitchen Backsplashes and Other Applications
We can print realistic replications of marble, ceramic tiles and more on glass providing classic styles, but with a significantly shortened installation time.
Industry News Posted Sep 17, 2014
- RV Industry is Healthy and Growing Despite Early 2014 Headwinds, Says GE Capital
The RV industry’s resurgence after a tough period following the downturn five years ago is helping to fuel the broader U.S. middle market’s performance.
Industry News Posted Sep 13, 2014
- Winnebago Minnie Headed for Australia
Winnebago is now shipping the Winnebago Minnie to Australia
Industry News Posted Sep 10, 2014
- Camping World and Good Sam Announce Acquisition of Mid-States Campers and RVs in Rapid City
RV SuperCenter to Be Named Camping World of Rapid City
Industry News Posted Sep 09, 2014
- Highland Ridge President Travels Historic Route 66 in 2015 Open Range
He will be stopping off at several campgrounds on the way with a 2015 Open Range 3X 349RLS.
Industry News Posted Sep 04, 2014
- Starcraft Celebrates 50th Anniversary by Giving Away Travel Trailer
Jim and Donna Cornin of Morrow, Ohio received the unit at Colerain RV in Cincinnati
Industry News Posted Sep 04, 2014
- Nexus RV to Open Factory Direct Outlet in Fort Worth
Nexus RV has taken a page out of Tesla Car Company’s approach by offering strategically located showrooms throughout the country.
Industry News Posted Aug 25, 2014
- Jayco Motorized Division Adding Manufacturing Facility; Jobs
The new building will serve as the Entegra Coach manufacturing facility and will allow the current motorized building to house Jayco motorhomes.
Industry News Posted Aug 21, 2014
- New England RV Dealers Association Launches New Summer RV Sale Show
Camping provides families and friends an opportunity to disconnect from our wired world and enjoy conversations, games and a relaxing environment to socialize in a safe neighborhood.
Industry News Posted Aug 20, 2014
- PRVCA Celebrates 15 Years
In conjunction with the 15 year anniversary celebration, PRVCA also recognized Connie Williams of New Dimensions Advertising and Neil Beets of Penn State Exposition Services for their commitment to the Association over the years
Industry News Posted Aug 14, 2014
- America’s Largest RV Show Offers Quality Education Events
Camp Hill, PA – America’s Largest RV Show, held September 8th – 9th at the Giant Center in Hershey, PA, offers something for every facet of the RV industry. Not only is it the first show in the nation with 2015 products, but attendees can also take advantage of numerous education clinics at affordable prices.
Industry News Posted Aug 12, 2014
- Jayco Announces Management Changes to Customer Service; Towable Sales
With Marc West's move to the Jayco Motorhome Group, Dave Eash has accepted the position of Vice President of Customer Service for the Jayco towable division.
Industry News Posted Aug 01, 2014
- Go RVing, Sports Illustrated’s MMQB Launch 2nd NFL Training Camp Tour
Sports Illustrated writers and staffers embarked from New York on July 19 in a Fleetwood Storm motorhome for a three-week RV odyssey that will visit 20 cities.
Industry News Posted Jul 29, 2014
- Dandy RV Superstore Employee Receives 2014-15 RV Learning Center Scholarship
Applicants are judged on current RV industry involvement or plan for employment in the industry upon graduation, academic achievement, extracurricular activities and honors, financial need, and a 500-word essay on their goals and objectives in college.
Industry News Posted Jul 24, 2014
- EverGreen, Lifestyle, Stealth and Starcraft Distribution Kickoff "Willpower" Campaign to Help 15-Year-Old Cancer Patient
The team Captains will join up with volunteers with a raffle of a 6-foot by 12-foot $5,100 Stealth Titan trailer and the sale of wristbands to help offset some of the costs of Will's medical treatments. The drawing for the Stealth trailer will take place on August 1, 2014.
Industry News Posted Jul 23, 2014
- Oatmeal Creme Pies and Road Trips - the Perfect Match!
The back panel of Oatmeal Creme Pie cartons provides details about the Road Trip Giveaway, featuring a Winnebago Minnie Winnie as the grand prize.
Industry News Posted Jul 18, 2014
- Cal Poly Students Produce New Cabin Concept for California State Parks
Phoenix-based Cavco Industries has produced a prototype of the cabin, called The Wedge, which will be showcased at the California State Fair and at the State Capitol in July
Industry News Posted Jul 15, 2014
- Winnebago Introduces Pink Minnie for Breast Cancer Awareness
A $1,000 donation will be made to the American Cancer Society for every pink Minnie sold.
Industry News Posted Jul 09, 2014
- Go RVing Kicks Off Experiential RV Marketing Efforts
After tremendous success showcasing RV travel and camping at popular consumer events last year, Go RVing is expanding the number of on-site activations this year
Industry News Posted Jul 04, 2014
- Kropf Industries Quietly Achieves Top Position in April for Recreational Park Trailer Sales
Consumers who enjoy destination camping eventually find out about Kropf from other RV owners.
Industry News Posted Jul 01, 2014
- EverGreen RV Commits One Million Dollars to Dedicated Customer Service Center
EverGreen strategically located its service and parts center directly across from the Elkhart County/Middlebury KOA Campgrounds for the convenience of its customers visiting the new facility.
Industry News Posted Jun 26, 2014
- Ellen Kietzmann Named CEO and President of Blue Ox
Her 20 years of experience with the company working side by side with Jay Hesse and within in the industry, has made her uniquely qualified to lead the company and to build on the legacy Jay Hesse put in to place.
Industry News Posted Jun 25, 2014
- Aspen Trail Ramps up Oregon Production to Meet Demand
Increased production at the Pendleton facility will allow Dutchmen to meet its Western U.S. and Canadian dealer demand for Aspen Trail.
Industry News Posted Jun 20, 2014