Thor Industries will operate two North American RV groups beginning this week.
Jayco President Ken Walters will become CEO of one group. The group will include Jayco, Entegra, Heartland, Open Range and Tiffin Motorhomes. Walters will remain Jayco’s president, in addition to being the group CEO, and will seek a new Tiffin Motorhomes leader. Former Tiffin President Leigh Tiffin recently left the company to become president of National Indoor RV Centers.
Thor Motor Coach (TMC) President Jeff Kime will be the CEO of the second group. The group will include TMC, Keystone RV, Crossroads and Dutchmen.
Troy James, current Thor Industries’ senior vice president of international business operations, will be the chief operating officer of the second group. Keystone RV President Jeff Runels will continue in his role. TMC Vice President of Sales Ryan Ellison will transition to become TMC’s new president, while Kime will retain his CEO role.
Airstream and KZ RV will continue to operate independently.
Thor Industries President and CEO Bob Martin said the industry has changed dramatically post-pandemic, and his company is changing dramatically as well.
“The consolidation of the dealer landscape and the increasing complexity of our marketplace require a unified, collaborative approach focused on exceeding the needs and expectations of end consumers,” Martin said. “This evolution positions our teams and our dealers to win, together, while maintaining the entrepreneurial spirit that has always set Thor apart. Ultimately, these changes will best position the Thor North American RV companies to deliver for their dealers and their retail customers.”
Walters said combining Jayco and Tiffin Motorhomes creates an exciting opportunity to optimize their motorized lineups. Last spring, Thor Industries announced that Entegra Coach diesel motorhome manufacturing would be shifted to Tiffin Motorhomes. The reorganization brings both motorhome manufacturers together within the Walters-led group.
“Tiffin brings a legacy of craftsmanship and motorized excellence that complements Jayco’s innovation and operational momentum,” Walters said. “By aligning our strengths and leveraging the industry‑leading practices that have propelled Jayco’s strong market position over the last several years, this group is well-positioned to deliver even greater value and performance.”
Kime said his group combines powerful brands in Keystone RV and Thor Motor Coach.
“This alignment allows us to share best practices, streamline operations and maximize the combined strengths of both organizations,” Kime said. “By working closely together, Thor Motor Coach and Keystone will drive meaningful efficiencies and unlock significant synergies that strengthen our overall competitiveness.”
Thor Industries said James will bring deep operational expertise to his new role.
The company said, “His broad experience, deep familiarity with Thor’s culture and proven ability to execute in both mature and developing markets position him as a significant value‑add for the group’s evolution and long‑term success.”
James’ initial focus will be helping Keystone RV to drive important organizational enhancements.
Thor Industries said the company expects the reorganization to lead to meaningful structural benefits over time.
Among the ways Thor said benefits will be derived are:
- Strategic sourcing coordination and supplier alignment
- Operational standardization and process improvement to enhance efficiency, quality and consistency across brands;
- Brand and portfolio alignment; and
- Enterprise-wide data, systems and digital integration.
The company said its system and digital integration will enable a unified dealer portal across all Thor Industries brands. The company said the integration will strengthen analytics, forecasting and customer engagement capabilities.
“We are building for the next decade and beyond,” Martin said, “ensuring our brands remain individually strong while leveraging the scale of our organization. We are also ensuring that our operations are agile and efficient. Ken and Jeff are exceptional leaders, and I am confident in the value these groups will create for our dealers, customers and shareholders.”
