Recreational Vehicle Manufacturing in the U.S.

Recreational Vehicle Manufacturing in the U.S.

This 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.

What You’ll Get in this Report
By combining data from government and industry trade sources, the report 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, it 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

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 $)
ler 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