Retain Media’s Q2 2026 RV Market Brand Consideration Report, which tracked more than 2.2 million searches across 139 RV brands in the Australian market, shows imported caravan and RV brands extending their share of buyer consideration for a third consecutive quarter.
Brian Sullivan, director at Retain Media, said the finding was significant because of where it landed. “This isn’t a shift happening on the fringes of the market,” Sullivan said. “It’s reached the very top of the ranking, with Australia’s best-known local brand losing share to smaller imported competitors. Buyers are still out there, but where they’re pointing their attention has changed, and that’s the signal both OEMs and dealers need to be watching throughout the rest of the year.”
Imported Brands Extend Their Advantage
Imported brands lifted their share of total search to 27.8% in Q2 2026, up from 26.7% the previous quarter. All but one imported brand in the overall top 10 gained share. The shift lines up with Caravan Industry Association of Australia data showing Australian manufacturers built 5.0% fewer RVs in 2025 while imports grew 16.0%.
The Market Leader Feels the Squeeze
Jayco’s share of the overall market eased to 23.1%, down 1.1 percentage points and back to its Q4 2025 low, reversing the recovery the brand posted in Q1 2026. Winnebago was the quarter’s clearest gainer, adding share across the overall market, Australian-made and RVMAP-accredited rankings.
A Cluster of Manufacturer Failures
Three brands — Network RV Caravans, Sunland Caravans and Starvision — drove a sharp reshuffle in the report’s Discontinued category in Q2 2026. Network RV Caravans and Sunland Caravans both entered voluntary administration in June 2026, while Starvision’s reshuffle followed the sudden closure of its Melbourne showroom. Retain Media’s analysis found the disruption stayed contained to that category and did not extend to the wider market ranking.
Click here to read the full Q2 2026 RV Market Brand Consideration Report.
