Chinook RV is taking a new approach to how motorhomes are priced and shopped, introducing Straightforward Pricing and a new Build & Price model designed to give consumers greater visibility into pricing earlier in the buying process, the company said in a recent release.
The initiative moves beyond the traditional MSRP-first approach common in the RV industry, Chinook said. Customers will be able to begin with a clearly defined base price, explore available features and upgrades, and see how their selections affect the price as they configure a Chinook.
“Today’s buyers do a tremendous amount of research before they ever contact a dealer,” said Phill Rizzio, owner of Chinook RV. “We believe they should be able to understand not only where the price of a Chinook starts, but how the choices they make affect that price. We want to make the buying process easier to understand from the very beginning.”
Bringing the Build & Price Experience to RV Buyers
Build-and-price tools have become familiar to consumers shopping in other vehicle categories, but the RV industry has largely continued to rely on manufacturer suggested retail pricing followed by dealer-level pricing and option discussions.
Chinook’s new approach is designed to bring more of that information forward. With Build & Price Your Chinook, shoppers will be able to start with the base motorhome, add the features and upgrades that matter to them, and better understand the resulting price as they build.
Rather than replacing the dealer’s role in the transaction, Chinook said it sees the new approach as a way to improve the quality of the conversation when a shopper reaches a dealer.
“Our dealers are an incredibly important part of the Chinook experience,” said Jeff Butler, Chinook RV’s general manager. “Straightforward Pricing gives customers an opportunity to do more homework before they walk through the door. That means a dealer can spend more time helping them choose the right coach, options and purchasing path and less time simply establishing what things cost.”
Creating More Qualified Dealer Opportunities
The new pricing strategy also supports Chinook’s efforts to connect prospective buyers with its dealer network regardless of where their shopping journey begins, the company said.
Depending on the dealer and market, a customer may purchase a Chinook already in inventory or work with a dealer to order a motorhome configured to meet their needs. That creates opportunities for Chinook dealers beyond the inventory physically available on their lots, particularly when a prospective buyer has already researched a model, floor plan and desired options before making contact.
“Not every customer begins their search in a market where the exact Chinook they’re looking for is sitting on a dealer’s lot,” Rizzio said. “Our goal is to make it easier for that customer to understand what’s possible and then connect with a dealer who can help make it happen.”
Modernizing the Motorhome Shopping Experience
Straightforward Pricing is part of a broader Chinook RV initiative to modernize the customer journey while continuing to strengthen its dealer partnerships.
Chinook is developing additional digital tools and online resources that will allow shoppers to more easily research models, floor plans, features, options and purchasing paths.
The company said it will introduce its new pricing approach to dealers during the upcoming Elkhart RV Dealer Open House, with consumer-facing resources and website updates to follow.
Chinook RV Display at Open House
The new side-entry Destiny is the newest product from Chinook RV, the company said, and it will make its debut at Open House. Also on display will be the rest of the 2027 Chinook lineup, including the side-entry Concourse, and rear-entry models, Summit and Maverick. All 2027 B+ models feature all-wheel drive and four-seasons certification. The 2027 Bayside, the Class B of the family, is also all-wheel drive. Attendees can find the Chinook exhibit in its familiar spot off County Road 17, situated directly opposite the exit from Hall of Fame Drive, adjacent to Casey’s. Operating hours for the display run from 9 a.m. to 5 p.m., Monday, Sept. 28 through Wednesday, Sept. 30, with final morning hours on Thursday, Oct. 1 from 9 a.m. until noon.
