Recreational Vehicle Manufacturing in the U.S.

 
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Published Jun 1, 2007 | 170 Pages | Pub ID: SB1487868

This all-new SBI report, Recreational Vehicle Manufacturing in the U.S., highlights the driving forces behind the $12 billion RV industry.

In 2006, the recreational vehicle industry showed signs of strain, as record high gasoline prices dampened consumer demand and manufacturers suffered rising production costs. As a result, some manufacturers reported declining revenues. Though shipments were still up overall, it is estimated that the U.S. market actually contracted slightly, while fully 10% of shipments were exported to other countries.

While motorized RVs witnessed growth up until 2004, demand has waned and sales have declined, particularly for manufacturers focused solely on Class A and Class C motor home production. Meanwhile, demand for non-motorized products, particularly travel trailers, saw respectable gains through 2006, giving manufacturers such as industry leader, Thor Industries, much to honk their horn about.

Scope and Methodology
Report data were obtained from government sources such as the U.S. Census Bureau and U.S. Department of Commerce, trade associations such as the Recreational Vehicle Industry Association (RVIA), business journals, company literature and websites, and research services such as Simmons Market Research Bureau (SMRB). The data were analyzed to provide several key statistics, including an estimated number of households with RVs, the total supply value of the U.S. market and the total value of shipments, imports and exports.

What You’ll Get in this Report
By combining data from government and industry trade sources, SBI provides an analysis of the market during the 2002-2006 period, complete with import and export data by product type and size. The report also includes a thorough breakdown of economic and demographic trends affecting the industry, detailed profiles of the industry’s leading competitors, and an insightful discussion on the promotion and distribution landscape. Finally, SBI provides forecasts for the industry through 2011.

How You Will Benefit from this Report
If your company is involved with RV manufacturing, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market, as well as projected market size and trends through 2011.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for recreational vehicles.
  • Research and development professionals stay on top of competitor initiatives and explore demand for recreational vehicles.
  • Advertising agencies working with clients in the RV industry understand the product buyer to develop messages and images that compel consumers to purchase them.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
  • Scope
  • Methodology
  • Description of the Market
  • Structure
  • Seasonality
  • Regulatory
  • Product Categories Covered
  • Motorized RVs
  • Non-motorized RVs
  • The Market
    • U.S. Market for RVs Contracts to $12.3 Billion
    • Figure 1-1 U.S. Market Supply for RVs, 2002-2006 (in billion $)
    • Table 1-1 U.S. Market Supply for Motorized and Non-motorized RVs, 2002-2006 (in billion $)
    • Figure 1-2 Market Supply Share of U.S. Motorized and Non-motorized RVs, 2006 (%)
    • RV Shipments Flatten out at 391,000 Units
    • Figure 1-3 Estimated Number of Motorized and Non-motorized RV Units Shipped and Registered in the U.S., 2002-2006 (in thousands)
    • Shipment Values Slow to $13.5 Billion
    • Table 1-2 U.S. RV Shipment Values by Category and Segment, 2002-2006 (E) (in million $)
    • Exports Triple During 2002-2006 Period
    • Table 1-3 U.S. Market for RVs by Shipment and Import-Export Values, 2002-2006 (in million $)
    • Motor Homes Lead in Imports, Trailers Lead in Exports
    • RV Market Forecast
    • RV Market to Reach $15.9 Billion by 2011
    • Figure 1-4 Forecasted U.S. Market for RVs, 2006-2011 (in billion $)
    • Total Unit Shipments to Top 431,000 by 2011
    • Figure 1-5 Forecast Number of Motorized and Non-motorized RV Units Shipped and Registered in the U.S., 2006-2011 (in thousands)

  • Growth Factors
    • Slowing GDP
    • Interest Rate Dilemma
    • Raw Material Prices
    • RVs and the Housing Bust
    • Industry Consolidation: Is Bigger Better?
    • Cocooning Consumer Meets Wanderlust
    • The High Impact of Aging Baby Boomers
    • Hispanics Hitting the Road
    • Recreational Vehicle Ownership Forecast
    • The New RV Consumer Motivational Trifecta: Safety, Convenience and Luxury
    • Safety from the Inside Out and Outside In
    • Convenience Enhanced by Improved Technology
    • The High-end Luxury Market

  • Corporate and Retail Market Dynamics
    • Corporate Acquisitions and Consolidations Change Landscape
    • Figure 1-6 Estimated U.S. RV Market Share Based on Retail Unit Registrations, 2006
    • Figure 1-7 Estimated U.S. RV Market Share Based on Value of Shipments, 2006
    • Overview of Fragmented Retail Marketplace
    • Figure 1-8 Estimated Total Sales by RV Dealerships, 2002-2006 (in million $)
    • Franchising a Hard Sell?
    • Marketing Activity Overview
    • National Advertising Limited
    • Strong Internet Presence
    • Great Western Sports Teams with Great American RV
    • Expo Attendance Increasing
    • Texas RV Rewards Creates Loyalty Card Program
    • Try Before You Buy
    • RV Expo at Indy 500 Race
    • Go RVing, Go Sports!
    • Winnebago Profits from TV Publicity
    • Fleetwood RV Provides 2007 Bounder to RVIA Tailgating Family
    • Monaco Offers Incentives on RVs
    • Fleetwood’s RV Vacation Club
v

Chapter 2 Market Size and Growth

  • Scope
  • Methodology
  • Description of Market
  • Structure
  • Seasonality
  • Regulatory
  • Product Categories Covered
  • Motorized RVs
  • Non-motorized RVs
  • The Market
    • Total Number of Households with RVs Reaches 8.2 Million
    • Figure 2-1 Estimated Number of Households with New and Existing RVs in the U.S., 2002-2006 (in millions)
    • U.S. Market Supply for RVs Contracts to $12.3 Billion
    • Figure 2-4 U.S. Market Supply for RVs, 2002-2006 (in billion $)
    • Towables Boom, Motor Homes Stall
    • Table 2-1 U.S. Market Supply for Motorized and Non-motorized RVs, 2002-2006 (in billion $)
    • Market Shifts Toward Towables
    • Figure 2-5 Market Supply Share of U.S. Motorized and Non-motorized RVs, 2006 (%)
    • RV Shipments Flatten out at 391,000 Units
    • Hurricane Katrina Stems Slowdown in 2006
    • High Interest Rates, Gas Prices and Housing Bust Daunt Consumers
    • Vehicle Preference Shift
    • Figure 2-2 Estimated Number of Motorized and Non-motorized RV Units Shipped and Registered in the U.S., 2002-2006 (in thousands)
    • Figure 2-3 Market Share of Motorized and Non-motorized RV Units Shipped and Registered in the U.S., 2002-2006
    • Shipment Values Slow to $13.5 Billion
    • Motorized RVs Down from 2003/2004 Levels
    • Towables See Double-digit Increases
    • Table 2-2 U.S. RV Shipment Values by Category and Segment, 2002-2006 (E) (in million $)
    • Exports Triple During 2002-2006 Period
    • Table 2-3 U.S. Market for RVs by Shipment and Import-Export Values, 2002-2006 (in million $)
    • Figure 2-6 Imports as a Percentage of the U.S. Market vs. Exports as a Percentage of U.S. Shipments for RVs, 2002-2006

  • Imports and Exports
    • Motor Homes Lead in Imports, Trailers Lead in Exports
    • Table 2-4 U.S. Imports and Exports of RVs by Type, 2002-2006 (in million $)
    • Figure 2-7 Market Share of U.S. RV Imports by Type, 2006
    • Figure 2-8 Market Share of U.S. RV Exports by Type, 2006
    • Data Point to Increasing Preference for Trailers
    • Top Country Imports: Canadian Motor Homes Lead
    • Table 2-5 U.S. RV Imports by Country, 2002-2006 (in million $)
    • Figure 2-9 Share of U.S. RV Imports by Country, 2006
    • Country Imports by RV Type
    • Table 2-7 U.S. Imports of Motor Homes with Spark Ignition Engines of 1,500-3,000 cc, 2002-2006 (in thousand $)
    • Table 2-8 U.S. Imports of Motor Homes with Spark Ignition Engines Over 3,000 cc, 2002-2006 (in thousand $)
    • Table 2-9 U.S. Imports of Motor Homes with Diesel Engines Over 2,500 cc, 2002-2006 (in thousand $)
    • Table 2-10 U.S. Imports of Slide-in Campers, 2002-2006 (in thousand $)
    • Table 2-11 U.S. Imports of Trailers and Semi-trailers for Housing or Camping, 2002-2006 (in thousand $)
    • Top Country Exports: 94% to Canada
    • Table 2-6 U.S. Exports of RVs by Country, 2002-2006 (in million $)
    • Figure 2-10 Share of U.S. RV Exports by Country, 2006
    • Country Exports by RV Type
    • Table 2-12 U.S. Exports of Motor Homes with Spark Ignition Engines of 1,500-3,000 cc, 2002-2006 (in thousand $)
    • Table 2-13 U.S. Exports of Motor Homes with Spark Ignition Engines Over 3,000 cc, 2002-2006 (in thousand $)
    • Table 2-14 U.S. Exports of Motor Homes with Diesel Engines Over 2,500 cc, 2002-2006 (in thousand $)
    • Table 2-15 U.S. Exports of Slide-in Campers, 2002-2006 (in thousand $)
    • Table 2-16 U.S. Exports of Trailers and Semi-trailers for Housing or Camping, 2002-2006 (in thousand $)

  • Forecast
    • RV Market to Reach $15.9 Billion by 2011
    • Figure 2-10 Forecasted U.S. Market for RVs, 2006-2011 (in billion $)
    • Motorized RVs to Reach $6.1 Billion
    • Non-motorized RVs to Reach $9.7 Billion
    • Table 2-17 U.S. Market for RVs by Category, 2006-2011 (in million $)
    • Total Unit Shipments to Top 431,000 by 2011
    • Figure 2-11 Forecast Number of Motorized and Non-motorized RV Units Shipped and Registered in the U.S., 2006-2011 (in thousands)

Chapter 3 Growth Factors

  • Introduction
  • Economic Factors Facing the RV Industry
    • Slowing GDP
    • Figure 3-1 U.S. Current-Dollar GDP vs. Real GDP, 2002-2006 (in trillion $)
    • Interest Rate Dilemma
    • Figure 3-2 Federal Funds Target Rate at End of Year, 2002-2006
    • Debt
    • Inflation
    • Currency
    • Raw Material Prices
    • Figure 3-3 Producer Price Indexes for Selected Commodities, 2002-2006
    • Table 3-1 Producer Price Indexes for Selected Commodities, 2002-2006
    • RVs and the Housing Bust
    • Table 3-2 Sales of New and Existing Homes in the U.S., 2000-2006 (in thousands)
    • Table 3-3 U.S. Housing Starts, 2000-2006 (in millions)
    • Industry Consolidation: Is Bigger Better?
    • Financial Effects of Warming Trend

  • Key Consumer Attitudes and Segments
    • Cocooning Consumer Meets Wanderlust
    • “Go RVing” Campaign
    • The High Impact of Aging Baby Boomers
    • Table 3-4 Projected U.S. Population by Age Group, 2000-2010 (in millions)
    • From Bohemian to Bourgeois
    • Hispanics Hitting the Road
    • Table 3-5 Purchasing Power of U.S. Minorities: 1990, 2000, 2005 and 2010 (in billion $)
    • Recreational Vehicle Ownership Forecast
    • Figure 3-4 Projected Number of U.S. Households Owning an RV, 2002-2006
    • Recreational Vehicle Purchase Intentions
    • The New RV Consumer Motivational Trifecta: Safety, Convenience and Luxury
    • Safety from the Inside Out and Outside In
    • Convenience Enhanced by Improved Technology
    • The High-end Luxury Market
    • Table 3-6 Standard Features in High-end Luxury Motor Homes

  • Areas to Explore
    • Do Innovations Edge out Affordability?
    • The Montana Discount
    • Growth in Alternative Uses: Celebrity Travel and Law Enforcement
    • RVs Get Their Green on
    • RV Road Safety at Issue
    • From Trailer Parks to RV Resorts
    • Social Networking: Members Only
    • Organization and Cooperation
    • Players
    • Oh Canada
    • What’s Happenin’
    • Table 3-7 Selected List of Upcoming RV Shows, 2007-2008
    • Testing the Waters through Renting

Chapter 4 Corporate Profiles

  • Overview
  • Figure 4-1 Estimated U.S. RV Market Share Based on Retail Unit Registrations, 2006
  • Figure 4-2 Estimated U.S. RV Market Share Based on Value of Shipments, 2006
  • Coachmen Industries, Inc.
    • Overview
    • Performance
    • Figure 4-3 Total Revenues for Coachmen Industries, 2002-2006 (in million $)
    • Figure 4-4 RV Revenues for Coachmen Industries, 2002-2006 (in million $)
    • Table 4-1 RV Revenues for Coachmen Industries by Category, 2002-2006 (in million $)
    • Product Portfolio
    • Table 4-2 Coachmen Industries Product Portfolio by Vehicle Type, 2007
    • Significant Events

  • Fleetwood Enterprises, Inc.
    • Overview
    • Performance
    • Figure 4-5 Total Revenues for Fleetwood Enterprises, 2002-2006
    • (in million $)
    • Figure 4-6 RV Revenues for Fleetwood Enterprises, 2002-2006 (in million $)
    • Table 4-3 RV Revenues for Fleetwood Enterprises by Category, 2002-2006 (in million $)
    • Product Portfolio
    • Table 4-4 Fleetwood Enterprises Product Portfolio by Vehicle Type, 2007
    • Significant Events

  • Forest River, Inc.
    • Overview
    • Performance
    • Figure 4-7 Estimated Total Revenues for Forest River, 2002-2006 (in million $)
    • Product Portfolio
    • Table 4-5 Forest River Product Portfolio by Vehicle Type, 2007
    • Significant Events

  • Jayco, Inc.
    • Overview
    • Performance
    • Figure 4-8 Estimated Revenues for Jayco, 2002-2006 (in million $)
    • Product Portfolio
    • Table 4-6
    • Jayco Product Portfolio by Vehicle Type, 2007
    • Significant Events

  • Monaco Coach Corp.
    • Overview
    • Performance
    • Figure 4-9 RV Revenues for Monaco Coach, 2002-2006 (in million $)
    • Table 4-7 RV Revenues for Monaco Coach by Category, 2002-2006 (in million $)
    • Product Portfolio
    • Table 4-8 Monaco Coach Product Portfolio by Vehicle Type, 2007
    • Significant Events

  • National RV Holdings, Inc.
    • Overview
    • Performance
    • Figure 4-10 Total Revenues for National RV Holdings, 2002-2006 (in million $)
    • Product Portfolio
    • Table 4-9 National RV Product Portfolio by Vehicle Type, 2007
    • Significant Events

  • Thor Industries, Inc.
    • Overview
    • Performance
    • Figure 4-11 Total Revenues for Thor Industries, 2002-2006 (in million $)
    • Table 4-10 Revenues for Thor Industries by Segment, 2002-2006 (in million $)
    • Product Portfolio
    • Table 4-11 Thor Industries Product Portfolio by Vehicle Type, 2007
    • Significant Events

  • Winnebago Industries, Inc.
    • Overview
    • Performance
    • Figure 4-12 Total Revenues for Winnebago Industries, 2002-2006 (in million $)
    • Figure 4-12 Revenues for Winnebago Industries by Segment, 2002-2006 (in million $)
    • Product Portfolio
    • Table 4-13 Winnebago Product Portfolio by Vehicle Type, 2007
    • Significant Events

  • Selected Private Company Snapshots
  • Gulf Stream Coach, Inc.
  • Newmar Corp.
  • Prevost Car, Inc.
  • Tiffin Motor Homes, Inc.

Chapter 5 Distribution and Promotion

  • Overview: A Fragmented Retail Marketplace
  • Figure 5-1 Estimated Total Sales by RV Dealerships, 2002-2006 (in million $)
  • Selected RV Dealership Snapshots
    • FreedomRoads LLC
    • General RV Center
    • La Mesa RV Center, Inc.
    • Lazydays RV Center, Inc.

  • Franchising a Hard Sell?
    • Monaco Coach Creates First Dealer Franchise Program

  • National Advertising Limited
    • Ad Spends by Selected Retailers and Manufacturers
    • Retailer Focus on Outdoor and Spot
    • Table 5-1 Selected RV Retailer and Manufacturer Estimated Ad Spends, 2006
    • Manufacturers Light in Advertising
    • Go RVing’s $22.5 Million Ad Spend Working
    • Go RVing Campaign in 2007

  • Other Selected Promotional Endeavors
    • Strong Internet Presence
    • The Auto Channel Adds RV Buyer’s Guide
    • RVListingsOnline.com’s Automated Delivery of Dealer Inventory Listings
    • Great Western Sports Teams with Great American RV
    • Expo Attendance Increasing
    • Third-Highest Attendance Ever at National RV Trade Show
    • Texas RV Rewards Creates Loyalty Card Program
    • Try Before You Buy
    • RV Expo at Indy 500 Race
    • Go RVing, Go Sports!
    • Winnebago Profits from TV Publicity
    • Fleetwood RV Celebrates 20 Years with “The Price Is Right!”
    • Fleetwood RV Provides 2007 Bounder to RVIA Tailgating Family
    • Monaco Offers Incentives on RVs
    • Fleetwood’s RV Vacation Club

Appendix: Selected Manufacturer Addresses

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