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During last week's Elkhart Open House, Winnebago officials said the company's towable and motorized divisions will more closely share services, resources and innovations in an effort to unify the segments.

Winnebago Touts ‘One Brand’ Strategy


ELKHART, Ind. – Winnebago Industries is more closely aligning its towables and motorized businesses in order to leverage the strengths of each business, according to Scott Degnan, vice president and general manager for the RV maker’s towables business.

“It’s a change in direction for us,” Degnan told RV PRO during Elkhart Open House Week. “Previously, we had made the deliberate decision to run them essentially as two separate companies. Now, we’ve changed how we operate with a ‘one brand’ concept.”

As part of that change, Forest City, Iowa-based Winnebago Industries and Middlebury, Ind.-based Winnebago Towables will more closely share services, resources and innovations in order to elevate both operations, according to Degnan, who was appointed to oversee the RV maker’s towables’ operations in June.

Meanwhile, the towables division is simplifying its retailing strategy by working to have just one Winnebago Towables dealer carry a full lineup of Winnebago travel trailers and fifth wheels in each market. Previously, in some markets, dealers carried some towable products but not others, which was confusing for customers and frustrating for dealers, Degnan said.

Additionally, Winnebago Towables this year has dialed in to the part of the market where it is performing well, which is its Mini travel trailer lineup (Mini, Micro Mini and Mini Plus) and its Voyage fifth wheel lineup (Voyage Lite, Voyage and Voyage Suites). The Winnie Drop, a retro-style travel trailer introduced at last year’s National RV Trade Show, also continues to perform well Winnebago, Degnan said.

“This year, it’s been more about refining our efforts rather than any big launches,” he added.

Another important change for the towables business includes the appointment of two product managers for the towables division: Shane Adamczyk for fifth wheels and Ron Brown for travel trailers. The towables division did not previously have product managers.

Degnan said efforts to refocus the Winnebago Towables brand is paying off, with towable sales at this year’s Pennsylvania RV & Camping Show in Hershey, Pa., up more than double that of last year. 

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