Addressing a growing segment within the RV industry, Airstream Inc. today (Oct. 6) announced plans to bolster its Class B motorhome business.
Airstream has reorganized its sales force and announced three key hires dedicated solely to the company’s new Touring Coach division, which today includes the 2011 Airstream Interstate and Airstream Avenue Class B’s.
Airstream’s focus on the Class B market is motivated by the growing strength of this segment, according to a news release. Statistical Surveys Inc. (SSI) reports that year-to-date Class B sales are up 42.8 percent over 2009, illustrating the van camper lifestyle as a growing trend nationwide. As such, Airstream has restructured its sales force and hired a new general manager for touring coaches, Tim Garner, along with two regional sales directors — John Huttle for the western United States and Scott Lucas for the east.
Garner will focus on overall product and sales strategy, growing Airstream’s Class B distribution through a variety of channels, provide market feedback about product opportunities and competitive analysis and provide support for dealer activities.
Huttle will transition from his post at Airstream’s factory in Jackson Center, Ohio, and move into the field as Western Sales Director. Huttle was instrumental in developing Airstream’s current van camper products and programs, and the company will continue to utilize his inside knowledge.
Lucas is new to Airstream and will apply his extensive sales experience with leading automotive and RV manufacturers in an effort grow Airstream’s market share in a key area of the country.
“Our 20 years experience building B vans combined with Thor Industries’ financial strength and these newly hired resources puts us in a position to grow our market share in this segment aggressively,” says President and CEO Bob Wheeler. “We feel strongly that the size, price and fuel efficiency of these motorhomes will make them the ideal choice for many customers.”
Though traditionally known for its aluminum travel trailers, Airstream has applied the same core principles of quality, durability, and craftsmanship to its motorhomes. The legendary RV manufacturer has leveraged its brand strength and product expertise to enter the van camper market in a meaningful way and welcome additional customers to the Airstream brand.
The 2011 Airstream Interstate went on sale in June and the 2011 Avenue in September. Both are presently available at dealers across the United States.