The pandemic has caused the sales of both RVs and boats to soar in the past year, as each offers opportunities for having fun and social distancing simultaneously. But the wave won’t last forever. In this Trade Only Today piece, Norm Schultz looks at what the RV industry is doing to prepare for when things flatten out.
To the delight of dealers everywhere, the pandemic unexpectedly boosted sales last year to levels not seen in more than a decade. But there’s growing speculation that the momentum may not continue through another prime selling season. In response, the RV Industry Association, a segment that also has seen robust COVID-related sales, is taking notable actions.
While the message that boating is the choice safe-family outdoor activity is still resonating, increasing concerns now range from dealer inventory levels and probable changes in consumer shopping trends, to supplychain problems and renewed competition for discretionary recreational dollars. To maintain a “steady as you go” course may lead directly into a storm.
Many of the things RVIA is doing to head off a possible decline are worth reflection. For example, using its Go RVing consumer advertising mantle, the industry is addressing the need to do what’s necessary to keep newcomers from being drawn away from RVing. There’s little doubt that when competition for pastime pursuits resumes – from cruises to summer camp – other recreational activities will take a hit.
RVIA is supplying new RVers with the resources and information they need for successful outings. Using comprehensive articles and how-to videos on everything from how to select the right RV to setting up at a campground allows new RVers to be better informed. The expected result is more enjoyable experiences that should increase the likelihood they will remain RVers for the long haul, buying again and moving up.
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