Lance Camper is celebrating its 60th anniversary this year. New owners will have the opportunity to light the candles on the truck camper manufacturer’s birthday cake.
Rev Group sold California-based Lance Camper to Bill Rex. Rev Group made its sale strategy public three weeks earlier on an earnings call with financial analysts.
Rex will serve as company president. He has a long RV industry background, working at Dolphin Campers in the 1980s. He was an executive at companies including Thor West and BYD Coach & Bus.
“Lance has long been a brand I have respected and admired,” Rex said. “To now help lead its next phase of growth is a tremendous honor. My goal is to build on the strengths that made Lance a leader—smart design, strong dealer relationships and consistent quality—while introducing renewed energy and operational focus.”
Lance Camper said the company’s California-based operations would not change. Director of Sales and Marketing Gary Conley, who has been with the manufacturer for 40 years, will remain in place. The ownership change will not affect 2026 model plans for truck camper or travel trailer manufacturing.
“This transition is an exciting opportunity to reinvest in the values that built Lance,” Conley said, “quality products, trusted partnerships and responsive dealer support. With this new and expanded leadership team that understands both the retail and manufacturing sides of the industry, we are entering a new era of focus and forward momentum.”
Lance Camper dealers have been sent a letter with details about the ownership change. Dealers with questions should contact their sales representatives, who remain the same after the transition.
Rev Group bought Lance Camper in 2018. Conley said Rev Group expanded the manufacturer’s production capacity, invested in infrastructure and automation and strengthened internal systems and processes. Conley said Lance Camper’s leadership was grateful to Rev Group for the investments and support over the years.
Lance Camper was founded in 1965 by Jack Cole and Jeff Souleles. The company solely concentrated on manufacturing truck campers until 2009, when Lance Camper began making travel trailers.
When Rev Group announced plans to sell Lance Camper, Rev Group President and CEO Mark Skonieczny said the company became a less significant part of Rev Group’s strategic focus over time.
“Despite efforts to improve operational efficiency,” Skonieczny said, “this business has underperformed our targets due to its scale and various other factors.”
Rev Recreational Vehicles President Gary Gunter thanked Lance’s team for its dedication, professionalism and hard work.
He said, “We are excited for the continued growth and success of Lance Camper.”
Rev Group now will focus its attention on motorhome manufacturing. The company retains motorhome manufacturing brands including Fleetwood RV, Holiday Rambler, American Coach, Midwest Automotive Designs and Renegade RV.
Rev Group said the company will use the close proximity of its motorhome manufacturers in northern Indiana to allocate resources and strengthen its competitive position.
