Editor’s Note: This is Part 4 of the eight-part “Key RV Industry Trends & Predictions for 2026.” For the main page with links to all eight parts, click here.
What’s a challenge the industry needs to focus on in 2026, and what do you think could be a solution?
Juan Tejeda, CEO, PPL Motor Homes: Rising material and component costs have certainly influenced the broader RV industry, impacting both manufacturers and consumers. For PPL, the effect has been more indirect, as we operate primarily within the pre-owned and consignment segments. That said, higher new RV prices have increased demand for consignment units and value-driven alternatives. We’ve focused on efficiency, training and operational discipline to maintain affordability and deliver strong value to our customers. Ultimately, price pressures have reinforced our mission of helping families enjoy the RV lifestyle through smarter ownership solutions and trusted service.
Earl Hunter Jr., founder and president, The Unity Folks: Price adjustments are always a factor, but every industry adjusts pricing year over year. That’s normal. What isn’t normal is expecting to grow the business without attracting new consumers with real data. The RV industry keeps trying to expand while talking to the same audience, using the same playbook and ignoring the fastest-growing segments of the American population. Growth doesn’t come from price tweaks. Growth comes from inviting, welcoming and connecting with new consumers who have historically been overlooked. The process must be sincere, meaningful, measurable and sustainable! That’s the gap. That’s the opportunity. And that’s exactly what we solve with our Unity Blaze strategy.
Jason Nierman, chief revenue officer, Rollick: Rising material and component costs have certainly influenced the broader RV market, but the impact on Rollick has been more indirect. As OEMs and dealers manage higher production and inventory costs, they’ve become increasingly focused on operational efficiency and marketing ROI. This has actually driven more interest in digital retailing and first-party data solutions that help convert serious shoppers more effectively. For many RV retailers, tighter margins mean every lead has to count. Tools like RollickEngage and RollickNurture have helped dealers prioritize high-intent shoppers, reduce wasted follow-up and bring more transparency to the early stages of the deal — all of which matter more when cost pressures are high. So while Rollick isn’t directly impacted by material price increases, those market dynamics have accelerated demand for technologies that improve efficiency, conversion and attribution.
Tom Kline, founder and lead consultant, Better Vantage Point: Dealerships are continuously exposed to liabilities. Owners should consider a more robust risk and compliance program with specific focus on ensuring the dealership is protected by the best insurance program. Risks continue to rise for dealers.
Find more answers on this topic on RV PRO’s website at rv-pro.com/tag/state-of-the-industry.
