Thor Industries, Inc. released the company’s 2022 U.S. Camper Perception Study. The study explores consumer RV purchase and behavior in a rising fuel price environment, as well as their perception of sustainability-focused organizations.
The new study finds rising fuel costs will have minimal impact on consumers’ likelihood to purchase an RV in the next five years. The survey, which includes information from those who camped or glamped since 2020, 80 percent of whom had an RV experience in the past two years, also indicates that rising fuel costs have a nominal impact on intended RV usage in the coming year.
Key findings from the study include:
- 67% of those who have RVed in the last two years reported rising fuel costs have increased their likelihood to purchase an RV in the next five years, or has no impact.
- 69% reported rising fuel costs have increased their likelihood to use an RV within the next year, or has no impact.
- 73% are more likely to purchase from companies with sustainable/eco-friendly manufacturing processes.
- 75% are more likely to purchase from companies with sustainable/eco-friendly products.
The study also reaffirms Thor’s investment in its global sustainability and innovation programs, the company said.
Having already achieved carbon net-neutrality across its European operations, Thor said the company remains committed to be carbon net-neutral, globally, by 2050.
Thor will use the survey results, in conjunction with its extensive portfolio of proprietary consumer research findings, to help guide key strategies, product innovation and marketing efforts across the Thor family of companies.
“As the leader in the industry, it is important that we pursue and share data and insights about the evolving RV lifestyle including macroeconomic and consumer trends,” Thor Industries President and CEO Bob Martin said. “Our most recent study supports the strength of the RV industry amidst fluctuations in fuel costs. While we have long understood that consumers are not dissuaded from buying RVs by rising gas prices alone, it is important for us to keep the pulse of the expectations and views of our expansive and evolving user group. The data also confirms that our continued focus and long-term investment in sustainable manufacturing and products aligns with what campers and RVers are seeking.”
Findings from the Thor 2022 Camper Perception Study can be downloaded here.
