EXCLUSIVE: Dometic: ‘We’re Here, This is Who We Are’

Dometic had a large booth at the 2022 NTP-Stag Expo held at Caesar's Forum in Las Vegas, Nevada.

Dometic Brand Manager Sara Dover is on a mission. Since joining the supplier last summer, Dover worked to inform customers and partners that Dometic is prepared to meet any challenge the industry brings.

“Our team is driving and working toward a vision and a new level of commitment to the industry that is extremely different,” she said.

On a global scale, Dometic President and CEO Juan Vargues has made headlines touting the supplier’s work to increase aftermarket share and outdoor products. The corporate goal, he has said, is to improve less-cyclical sales channels.

On the RV side, Dover is working to ensure the industry understands the supplier’s focus on OE and aftermarket fulfillment.

“Dometic needed a strong positioning. We want to relay that we are committed and confident,” she said. “We are committed to this industry, committed to our dealers, to our OEM partners.”

The work led to a vision for the RV industry that incorporates the larger global strategy, she said. The supplier’s Dometic Outdoor branding helps portray the image of bringing products to customers no matter how they want to get outside, she said, aligning RV priorities with the global strategy.

Dometic demonstrated the vision at the NTP-Stag Expo event in Las Vegas, where the supplier increased its investment in the Expo’s closing reception. The supplier’s event brought attendees to Allegiant Stadium, the football stadium and home of the NFL’s Las Vegas Raiders. Attendees gathered on the field for food, drink and games, although many first grabbed pictures and selfies to mark the occasion.

Dover said making a splash with the event was intentional.

“This is Dometic coming out and saying, ‘We’re here, this is who we are.’ That was the whole point,” she said. “It really was a great time for us to see all this passion and hard work and commitment come to life.”

Dometic executives considered making a similar kind of splash earlier in the month at the Tampa SuperShow, but Dover said the consumer-focused event was a launch party for the Dometic Service brand.

“I think the NTP-Stag show was the first time we were able to do something like that reception in 2022,” she said.

Director of Distribution John Primm said work on the reception began in October. He said the event was the culmination of numerous steps Dometic has taken to showcase the company to dealers and customers.

“Any dealers that have seen the Dometic presence, wherever it has been over the last few months, have realized we upped our game,” he said. “Everywhere you look they are seeing more of a presence from us with our best foot forward.”

Dover said she hoped the industry recognized the message.

“Dometic is more than the RV supplier,” she said, “but that is the foundation we are building our future on.”

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