Industry guides

Go-to-Market Strategy for Recreational vehicles (RVs)

Discover the ultimate go-to-market strategy for recreational vehicles (RVs) in this comprehensive guide.

Recreational Vehicles or RVs have been gaining popularity among people who love to travel and explore new places. The RV market is growing rapidly, and businesses are constantly looking for ways to tap into this market. In this article, we will explore the go-to-market strategy for RVs, covering topics such as the understanding of the RV market, the competitive landscape analysis, product strategy, and pricing strategy.

Understanding the Recreational Vehicle Market

The RV market comprises of different segments, each with unique characteristics and purchasing habits. Three of the most popular market segments are motorhomes, travel trailers, and campervans. The trend towards outdoor living and adventure has significantly contributed to the growth potential of the RV market.

Key Market Segments

Motorhomes are the most significant segment, and they are further classified into Class A, Class B, and Class C. Class A motorhomes are the largest and most luxurious, often equipped with amenities such as full-size kitchens, bathrooms, and even fireplaces. Class B motorhomes, also known as camper vans, are smaller and more agile, making them easier to drive and park. Class C motorhomes are a combination of Class A and B, with a truck or van chassis and a living space built on top.

Travel trailers include fifth wheels, expandable trailers, and toy haulers. Fifth wheels are the largest and most luxurious travel trailers, often equipped with multiple slide-outs, full-size kitchens, and even separate bedrooms. Expandable trailers, also known as hybrid trailers, are smaller and more lightweight, making them easier to tow and store. Toy haulers are designed for outdoor enthusiasts who want to bring their ATVs, dirt bikes, or other recreational vehicles with them on their trips. These trailers have a garage space in the back that can be used to store and transport these vehicles.

The campervan segment consists of vehicles that can be used as a primary mode of transportation and accommodation. They are typically smaller than motorhomes and travel trailers, making them easier to maneuver and park. Campervans are a popular choice for solo travelers, couples, and small families who want to explore the great outdoors without sacrificing comfort and convenience.

Market Size and Growth Potential

The RV market has shown impressive growth in recent years. According to the Recreational Vehicle Industry Association, RV sales are projected to exceed 500,000 units by 2025, representing a compound annual growth rate of 5.0%. Factors contributing to this growth include an increase in disposable income, technological advancements, and a growing appreciation for outdoor activities.

Technological advancements have made RVs more comfortable and convenient than ever before. Many RVs now come equipped with features such as solar panels, WiFi, and smart home technology. These features allow travelers to stay connected and comfortable, even when they are off the grid.

The growing appreciation for outdoor activities has also contributed to the growth potential of the RV market. Many people are now seeking out outdoor experiences, such as hiking, camping, and fishing, as a way to escape the stresses of modern life. RVs provide a comfortable and convenient way to explore these outdoor activities, making them an increasingly popular choice for adventure-seekers.

Target Customer Demographics

The market for RVs is diverse, with customers ranging from retirees to millennials. Retirees tend to have more disposable income and time to travel, making them a significant market segment for RV manufacturers. They often choose larger, more luxurious RVs that provide all the comforts of home while on the road.

Millennials, on the other hand, value the freedom, flexibility, and convenience that RVs offer. They often choose smaller, more agile RVs that allow them to explore off-the-beaten-path destinations and connect with nature. Many millennials are also attracted to the minimalist lifestyle that RV living provides, which allows them to live more sustainably and with fewer possessions.

Families with children and pet owners are also part of the target market, and it is vital to cater to their unique needs. Family-friendly RVs often come equipped with bunk beds, entertainment systems, and outdoor kitchens, while pet-friendly RVs have features such as built-in pet beds and outdoor washing stations.

Competitive Landscape Analysis

The RV market is highly competitive, with several major manufacturers and brands dominating the market. Understanding the competitive landscape is critical to developing a successful go-to-market strategy.

RVs have become increasingly popular in recent years, with more and more people opting for road trips and outdoor adventures. As a result, the RV market has become more competitive, with manufacturers vying for a larger share of the market.

Major RV Manufacturers and Brands

Major players in the RV market include Thor Industries Inc., Forest River Inc., Winnebago Industries Inc., and REV Recreation Group. Each of these manufacturers has a portfolio of brands that cater to different market segments and customer preferences.

Thor Industries Inc. is the largest RV manufacturer in the world, with a range of brands that cater to different segments of the market. Their brands include Airstream, Dutchmen, and Keystone RV, among others. Forest River Inc. is another major player in the RV market, with a portfolio of brands that includes Coachmen, Dynamax, and Palomino. Winnebago Industries Inc. is known for its high-end RVs, while REV Recreation Group owns the popular Fleetwood and Holiday Rambler brands.

Market Share and Positioning

Thor Industries Inc. is the market leader, with a 45.4% market share, followed closely by Forest River Inc. with 38.4%. Winnebago Industries Inc. has a 12.5% market share, while REV Recreation Group has a 2.6% market share. Each of these manufacturers has a unique positioning strategy that sets them apart from their competitors.

Thor Industries Inc. has positioned itself as a one-stop-shop for all RV needs, offering a range of brands that cater to different segments of the market. Forest River Inc. has a strong focus on innovation, with a range of patented technologies that set their RVs apart from the competition. Winnebago Industries Inc. has built a reputation for quality and luxury, with a range of high-end RVs that cater to the premium market. REV Recreation Group has positioned itself as a value-for-money brand, offering affordable RVs without compromising on quality.

Identifying Competitive Advantages

To succeed in the RV market, businesses must identify their competitive advantages and leverage them to gain market share. Competitive advantages can include superior product features, lower pricing, better customer service, or faster delivery times.

One competitive advantage that businesses can leverage is the growing trend towards eco-friendly RVs. As more and more people become environmentally conscious, there is a growing demand for RVs that are energy-efficient and sustainable. Businesses that can offer eco-friendly RVs at an affordable price point can gain a significant competitive advantage in the market.

Another competitive advantage that businesses can leverage is the growing trend towards remote work. With more and more people working from home, there is a growing demand for RVs that can double as a mobile office. Businesses that can offer RVs with dedicated workspaces and high-speed internet connectivity can gain a significant competitive advantage in the market.

Ultimately, the key to success in the RV market is to understand the competitive landscape and identify unique opportunities for growth and differentiation. By leveraging competitive advantages and offering innovative products and services, businesses can gain a larger share of the market and establish themselves as leaders in the industry.

Product Strategy

The RV market consists of different types and models of RVs, each with its unique features and benefits. Understanding what customers need and want is pivotal to developing a winning product strategy.

At our company, we take pride in conducting extensive market research to understand the needs and wants of our customers. We believe that this is the foundation for creating a product strategy that is tailored to meet the needs of our customers.

RV Types and Models

RVs come in different shapes and sizes, from Class A motorhomes to campervans. It is vital to offer a range of models that cater to different market segments and customer preferences. This can include luxury models, budget-friendly models, and models with customizable features.

Our product strategy involves offering a diverse range of RV models that cater to the different needs and preferences of our customers. We understand that some customers may require a luxury model, while others may prefer a budget-friendly option. We have also developed models that are customizable, allowing our customers to add features that meet their specific needs.

Key Features and Benefits

The features and benefits of RVs include off-grid capabilities, luxury living amenities, increased mobility and flexibility, and cost savings on accommodation and transportation. It is crucial to emphasize these benefits to potential customers, as they are the core reasons why people choose to buy RVs.

At our company, we understand that the key features and benefits of RVs are what drive customers to make a purchase. We have developed our RVs with these benefits in mind, ensuring that our customers get the most value for their money. Our RVs are equipped with off-grid capabilities, allowing our customers to enjoy the great outdoors without having to worry about being tethered to an electrical outlet. We also offer luxury living amenities, such as comfortable bedding, spacious living areas, and state-of-the-art entertainment systems. Our RVs are designed to provide increased mobility and flexibility, allowing our customers to explore new destinations with ease. Additionally, our RVs offer cost savings on accommodation and transportation, allowing our customers to travel more frequently without breaking the bank.

Customization and Personalization Options

Offering customization and personalization options is an excellent way to provide value to customers and differentiate from competitors. This can include adding unique features such as solar panels, outdoor kitchens, and entertainment systems, to name a few.

At our company, we understand that our customers have unique needs and preferences. That's why we offer customization and personalization options that allow our customers to tailor their RV to their specific needs. Whether it's adding solar panels to go off-grid, installing an outdoor kitchen for al fresco dining, or adding an entertainment system for movie nights, we have the options to make our customers' RV dreams a reality.

In conclusion, our product strategy is centered around understanding the needs and wants of our customers and developing RVs that cater to those needs. We offer a diverse range of models that cater to different market segments and customer preferences, and we have developed our RVs with key features and benefits that provide value to our customers. We also offer customization and personalization options, allowing our customers to create an RV that is tailored to their specific needs. At our company, we are committed to providing our customers with the best RV experience possible.

Pricing Strategy

Setting competitive prices is crucial to gaining market share in the RV industry. However, it is essential to have a clear understanding of the cost structure and the value proposition of the product before setting prices.

Cost Structure Analysis

Understanding the fixed and variable costs involved in producing an RV is essential to determine the pricing strategy. This can include the cost of materials, labor, overheads, and marketing expenses.

Competitive Pricing Benchmarking

Benchmarking the prices of competitors and ensuring that prices are competitive can be a successful pricing strategy. However, it is essential to consider the value proposition of the product before setting prices.

Value-Based Pricing Approach

Value-based pricing is a pricing strategy that takes into account the perceived value of the product from the customer's perspective. This involves setting prices based on the unique value proposition of the product, which can include features, benefits, brand reputation, and customer service.


To successfully go-to-market in the RV industry, it is essential to have a clear understanding of the market, competitive landscape, product, and pricing strategy. Leveraging competitive advantages and offering customization and personalization options can differentiate from competitors and provide value to customers. By doing so, businesses can tap into the growing RV market and capture the hearts and minds of avid travelers and adventure enthusiasts.

Related Articles