Fleetwood Rocks with the Next Generation

By Bob Zagami,
Contributing Editor

Fleetwood rocked the RV world with the introduction of a smash-mouth next generation concept vehicle at the Louisville show. This is not your father's RV -- not your mother's either! This is your kid's RV. This is for a new kind of consumer.

In case you haven't noticed, the next generation is upon us and Fleetwood has sent a clear message to the industry that they intend to be a major player with a revolutionary approach to the often staid and conservative recreational vehicle marketplace.

I liken this vehicle to the bully in the schoolyard. Everything is fine until the bully comes walking through the schoolyard gates and is obviously looking for trouble.

Everybody just stops and stares.

They know something is going to happen, but they just don't know what.

They know the situation has changed, but they are not sure if they will be affected by the change.

They simultaneously feel fear and excitement, and are not sure if they want to fight or run.

Sound familiar? Then you will probably like the dramatic introduction of a vehicle that may have the ability to change the way America looks at RVs and the RV industry.

Known for now as the Nex-Gen Concept Coach, the unit was developed to test consumer and dealer response to some exciting design, styling, and over 40 features never before seen in a Fleetwood motor home.

This is a "lifestyle vehicle" that goes far beyond a "camping" moniker. In fact, don't even mention the word camping when discussing the Nex-Gen, because the next generation isn't into camping as we once knew it.

This is a vehicle for everyday use -- every day that you are not working, you will want to be combining the Nex-Gen coach with a particular lifestyle pleasure. This is a coach that will be used.

It will be used when hiking, hunting, fishing, skiing, tailgating, at the race track, at the beach, snowmobiling, touring, weekend family visits, Saturday morning soccer games and just about anything else that will get the next generation into the RV lifestyle.

You probably won't see this vehicle advertised in traditional industry publications. This next generation RV must go where the next generation RVer already is -- and it isn't in the RV industry right now. A lifestyle vehicle must go to the market -- and that market is buying lifestyle-type magazines, not RV magazines.

Is there a market for the Nex-Gen? There sure is. Just look around you -- the signs are all around us.

It's the young couple next door with a Mercedes-Benz and BMW in their driveway and no kids in the house.

It's the lawyer across the street that is out running every morning at 5:30AM who skis every chance she gets.

It's the doctor that tailgates with the alumni every Saturday.

It's the family with three teenagers who go hiking, fishing and hunting all summer.

It's the young professional couple -- not yet 30, with two kids in the town soccer program every Saturday morning.

And guess what, it is also the single guy or gal that isn't ready for marriage or commitment at this time. They are too active and always on the run. They just don't realize that they should be part of the RV revolution yet -- but they will be.

They are all around us -- they just don't know anything about RVing yet.

Well that may all change when Fleetwood completes their assessment of consumer reaction to the Nex-Gen vehicle and it makes its way to dealer showrooms.

Fleetwood has changed the rules, and has the opportunity to change the marketplace. This is a bully -- aggressive in nature and outspoken by design.

The Nex-Gen will have an expansive, bus-like, windshield that allows for panoramic viewing of the road and countryside.

Next generation engineers designed next generation elements with a unique front cap design and aggressive grille and roof rack.

Exterior graphics and pronounced body features provide a style never before seen in RV travel.

Functionality exudes from the interior and exterior of the Nex-Gen vehicle. A unique rear-mounted multi-use rack allows safe and easy transportation of bikes while leaving the standard receiver hitch available for towing other lifestyle toys such as boats, ATVs, snowmobiles and motorcycles. This is the take-it-with-you generation when they go out to play -- now they have a vehicle that will take them to the playground in style.

The bully has arrived. The RV industry will stop, stare and wonder when it rolls into dealer showrooms. The challenge, as it has always been, will be for the RV industry -- and certainly for Fleetwood and its many dealers to take this concept to the next generation RV buyer.

This isn't going to be a "build it and they will come" success. This has to be a "build it and take it to them mentality" if we are going to be successful outside of the traditional RV marketplace.

There is a market for the Nex-Gen -- it's all around us.

Let's go get it.

RVN