Thor Industries poster at show
Thor Industries' new slogan

Thor Rebrands as Player in ‘Outdoor Space’

If its new rebranding effort is a success, consumers will begin thinking of Thor Industries less as a manufacturer of motorhomes and towables, and more as a company that helps its customers experience the great outdoors.

Company officials said Thor remains firmly committed to its leading position as an RV manufacturer. However, by positioning itself in the market as a player in the “outdoor space”, the company looks to better engage with today’s RVers and potential customers, James Rigney, head of marketing at Thor Industries, told RV PRO during a brief interview on the show floor of RVX: The RV Experience in Salt Lake City.

To accomplish this, the company is “breaking down consideration barriers between consumers and RVs” with educational resources, quality content and practical tools that make researching an RV easier than ever while also having constant, meaningful engagement with the current and future generations of campers, the company said in a press release. Additionally, the company said it has developed robust digital and communication plans to remind consumers it owns 24 of the biggest and best brands in the RV marketplace.  

Rigney said consumers also will notice changes in how Thor speaks to its audience, as the company will rely more heavily on data, analytics and insights to ensure it is a resource for RVers. 

“This is a complete brand overhaul – top to bottom – and we look forward to giving people a better look into who we are and what we do,” he said.

Visible elements of the rebrand include an all-new company tagline – “Go Everywhere, Stay Anywhere” – that is meant to illustrate that Thor is synonymous with outdoor recreation, Rigney said. The redesign also includes a new logo as a visual manifestation of the new tagline.

The rebranding itself likely doesn’t have a direct impact upon Thor’s dealers, but it does have the potential to draw more consumers to Thor and the larger industry, benefiting everyone, according to Rigney.

“We are at a pivotal moment in the RV industry and it felt like the perfect time for Thor to think forward,” Thor President Bob Martin said in a press release. “With our core values still in place, we are excited to explore new ways for consumers to experience the incredible outdoors with our best-in-class products.”

This is believed to be Thor’s first complete rebranding in its 30-year history, Rigney said, adding that the effort was about a year in the making.

To see Thor’s new look, visit

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