With the end of 2024 bearing down, Retain Media unveiled its comprehensive third-quarter RV Market Brand Consideration Report.
The report by Retain Media provides valuable insights into the shifting sands of consumer behavior and brand performance in the Australian RV industry. The insights will be crucial for brands and dealers aiming to align with consumer trends and optimize their market strategies.
“As with all of our RV reports, the RV Market Brand Consideration Report tracks and offers insight to RV industry members, stakeholders and enthusiasts about the competitive landscape of the Australian RV market and the state of consumer interest,” the company said.
This quarter’s research comprised data from 112 brands, 10,426 keywords and more than 3 million searches. This data was broken into four key most-searched categories: All Brands, Australian-Made, Imported and Discontinued, with Top 20 and Notable Mover trends revealing detailed analysis for each category.
Considering seasonal fluctuations, there have been some notable industry rises and falls. Despite the current uneasy state of Australian consumer confidence, the Australian RV market is returning confident search engine statistics, especially considering the previously inflated figures experienced during and immediately after the COVID-19 boom era.
Key findings:
Brand Shifts and Surges
While market leaders such as Jayco, MDC, Ezytrail and Avan have all returned strong figures in search share, from a 3.2% decrease to 7% increases in Q3, there were a few concerns, such as somewhat worrying data for one of the industry’s biggest names, New Age, returning a collective 10% relative decrease over the past year.
Creeks and Rivers Flowing
The growing Snowy River Caravans was one of the quarter’s standout brands, gaining 0.4 points to reach 2.2%. This represents a 22.2% relative increase, highlighting growing consumer interest in the brand which has established itself as one of the most popular options in the Australian market since its launch in 2015.
This was closely followed by Stoney Creek Campers, which gained 0.2 points in Q3 2024, adding to their impressive 18.1% relative increase in 2024, signaling growing consumer interest in their expanding range.
Noteworthy Developments
The report also establishes Notable Movers such as BruderX who experienced significant shifts in Q3 2024 with their most successful 42.8% relative increase over the past year. Meanwhile, Patriot Campers and Zone RV both experienced a 7.6% relative increase quarter-to-quarter. However, Patriot saw a 15.3% relative decrease over the past 12 months while Zone RV saw a 27.2% relative gain.
Beyond the top 20 imported RVs, several brands also displayed notable growth in Q3 2024, including Prime Campers, which experienced a significant gain in search share, rising from 0.6% to 1.1%, an impressive 83.3% relative increase.
“Of course, the Q3 Market Brand Consideration Report also reflects trends in marketing surge, with investment in advertising, field days, sales and online promotion revealing current and yearly search engine results. We discuss how news of Highline and Tango Caravans’ liquidation led to an explosion in search share,” the report said.
“As we continue to monitor these trends, our goal remains to provide the most relevant and actionable insights so fans, brands and stakeholders can capitalize on the challenges and opportunities ahead,” the company said.
For more detailed information and to access the full report, visit Retain Media, or download the full Q3 2024 Caravan Market Brand Consideration Report below to delve deeper into the data and better understand where a brand stands amongst competitors’ Australian searches.
See link here: https://retainmedia.com.au/market-reports/q3-2024-rv-market-report/