Key RV Industry Trends & Predictions for 2026

We heard it time and time again at the beginning of the year, and even through the spring and summer — the word of 2025 was definitely “uncertainty.” Thankfully, during the RV Dealers Association Conference/Expo in November, many industry professionals said they were feeling “cautiously optimistic” and hopeful that the uncertainty was starting to smooth out.

While no one truly has a crystal ball to see what the future will bring, RV PRO asked its Editorial Advisory Board members to tell us how 2025 fared for their organizations and what they expect the industry to face in 2026. Use the links below to read about how companies are feeling for the coming year, challenges faced in 2025, customer expectations and demands, and more.

If you’d like to weigh in, please email your thoughts to jdking@cahabamedia.com.

(Editor’s note: All responses were collected during November 2025.)

What was 2025 like for your company or organization, and how are you feeling looking ahead to 2026?

“2025 was a reset year that rewarded inventory discipline, product differentiation and service excellence. Heading into 2026, [we are] cautiously optimistic for modest growth,” said Susan Carpenter, aftermarket manager, B&B Molders.

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What do you predict for the RV industry in 2026?

Juan Tejeda, CEO, PPL Motor Homes, said, “Several key trends have shaped the RV market over the past year. Consumers are prioritizing transparency, affordability and trusted guidance, making relationship-driven service more vital than ever. Access to financing and overall affordability remain central as interest rates and rising costs continue to influence purchasing decisions.”

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How can the industry do more to attract people to RV industry careers?

“In the Elkhart, [Indiana], area for suppliers and manufacturers, I think it is vital for companies to recruit and hold on to students attending Indiana colleges (and surrounding states),” said Trey Miller, vice president of marketing, Jayco. “For example, one of the top universities in the country is less than an hour away, and it is very rare to have a Notre Dame grad enter the RV industry. We can also do a better job of recruiting from the Chicagoland area specifically.”

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What’s a challenge the industry needs to focus on in 2026, and what do you think could be a solution?

“Price adjustments are always a factor, but every industry adjusts pricing year over year. That’s normal. What isn’t normal is expecting to grow the business without attracting new consumers with real data. The RV industry keeps trying to expand while talking to the same audience, using the same playbook and ignoring the fastest-growing segments of the American population. Growth doesn’t come from price tweaks. Growth comes from inviting, welcoming and connecting with new consumers who have historically been overlooked. The process must be sincere, meaningful, measurable and sustainable!” said Earl Hunter Jr., founder and president, The Unity Folks.

Tom Kline, founder and lead consultant, Better Vantage Point, said, “Dealerships are continuously exposed to liabilities. Owners should consider a more robust risk and compliance program with specific focus on ensuring the dealership is protected by the best insurance program. Risks continue to rise for dealers.”

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Are there any new technologies, regulations or pieces of legislation that the industry needs to keep its eye on?

Jason Nierman, chief revenue officer, Rollick, said. “Yes — several emerging technologies are poised to reshape the RV industry over the next five years. First, the shift toward more advanced digital retailing will continue. Consumers will expect to validate price, understand payments and complete more of the buying process online. Tools like RollickEngage will evolve to support deeper deal structuring and more personalized workflows. Second, first-party data and AI-driven personalization will have a major impact. Dealers and OEMs will use richer consumer insights to tailor marketing, automate follow-up and better predict buying intent.”

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How has the global supply chain or tariffs impacted your business in the past year?

“This has all been a bit maddening, as it has presented such a moving target seemingly set by capricious whim,” said Jeffrey Hunter, chairman/CEO of STO Holdings and Storyteller Overland. “While it has all largely leveled out since the original supply disruptions and price distortions immediately following ‘liberation day’ back in April, the fact is that all of this represented a bit of needless distraction in a time in the economic cycle where things were already complex and complicated enough.”

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Have customer expectations or demands changed in the last year, and if yes, how so?

“Two expectations don’t appear to change much year over year: Customers expect quality products, and they want the most value for their money. This year, we have seen companies get creative and make hard decisions with fewer resources to continue meeting those expectations,” said Stacey Harris, head of service and retail sales, Truma North America.

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Anything else you think our readers need to know heading into 2026?

“As we head into 2026, there is tremendous opportunity across the RV industry for those focused on service, innovation and integrity,” said Juan Tejeda, CEO, PPL Motor Homes. “The dealers and organizations that prioritize people, both customers and employees, will continue to earn lasting trust.”

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