RV Industry Outlook for 2026: Technology, Affordability & Growth

Editor’s Note: This is Part 2 of the eight-part “Key RV Industry Trends & Predictions for 2026.” For the main page with links to all eight parts, click here.

What do you predict for the RV industry in 2026?

Trey Miller, vice president of marketing, Jayco: The launch of the first electric Class A motorhome with regenerative power this year has shown a viable way to bring electrification into the RV market for bigger units. While all-electric may not be as “hot” as it has been in years past due to various factors, this hybrid approach has true real-world applications.

Jeffrey Hunter, chairman/CEO of STO Holdings and Storyteller Overland: As cliche as it has become on corporate earnings calls this year, there is something very real about the emerging trend/truth around the bifurcation of the “K-Shaped” economy. Some individuals in our combined audience have never had it so good … while others are succumbing to greater pressures than they have known or imagined in quite some time. The ripple effects of this decoupling will likely be felt and continue to play out for many years to come.

Jason Nierman, chief revenue officer, Rollick: Several important trends emerged in the RV market this year, and they’re reshaping how consumers shop and how dealers operate. First, the shift toward deeper online research and digital engagement accelerated. RV shoppers expect clearer pricing, easier ways to start the buying process online and more personalized follow-up — which is driving demand for solutions like RollickEngage. Dealers using these tools are capturing higher-quality leads and gaining better visibility into customer intent earlier in the journey. Second, dealers and OEMs are increasingly focused on first-party data and attribution. With marketing budgets under pressure, retailers want to know which channels are truly driving sales. Rollick’s data and marketplace integrations helped many RV partners that use our Aimbase product improve targeting and make more efficient advertising decisions. Finally, the industry is seeing growing emphasis on consistent OEM-dealer alignment, especially in how leads are routed, nurtured and measured. Integrations between Aimbase and GoRollick strengthened this connection, helping brands support their dealer networks with more actionable insights. Together, these trends are pushing the RV market toward a more digital, data-driven and collaborative retail model — one that Rollick is well-positioned to support.

Tom Kline, founder and lead consultant, Better Vantage Point: More regulatory action and lawsuits against dealers.

Susan Carpenter, aftermarket manager, B&B Molders: Over the past year, RV demand has shifted toward affordability and smaller footprints, with buyers favoring lighter towables and compact motorized as insurance, storage and financing costs rose. Off‑grid capability is becoming standard — lithium batteries, solar, inverters, DC air conditioners and heat‑pump HVAC are reducing generator reliance — while lightweight construction improves towability and durability. The used market normalized, rentals remained a key entry path and regulatory pressures plus campground policies accelerated the move to quieter, cleaner power. Winners will pair value with real energy autonomy, solid construction and quick service, while suppliers enabling 12-volt HVAC, battery systems and lightweight materials gain favor.

Juan Tejeda, CEO, PPL Motor Homes: Several key trends have shaped the RV market over the past year. Consumers are prioritizing transparency, affordability and trusted guidance, making relationship-driven service more vital than ever. Access to financing and overall affordability remain central as interest rates and rising costs continue to influence purchasing decisions.

Stacey Harris, head of service and retail sales, Truma North America: Staying competitive is a trend that never goes out of style. Add an uncertain market, and staying competitive becomes even more critical. In some cases, that has meant de-contenting or reducing features and vehicle offerings. In addition, being off-grid remains a focus for campers, and therefore battery and solar systems continue to be a focus as technology improves in these areas.

Earl Hunter Jr., founder and president, The Unity Folks: The biggest trend in the RV industry right now is simple: lack of growth. The industry continues to struggle because it has not figured out why emerging demographics and nontraditional consumers have little to no interest in the RV lifestyle. Until the industry fully understands the why, the cultural barriers, the historical context and the real consumer motivations, it will never be able to move forward to the what, when, where and how required to grow. This is exactly where our Unity Blaze strategy shines: We identify the why, deliver the how and help our partners capture new, sustainable market share.

Find more answers on this topic on RV PRO’s website at rv-pro.com/tag/state-of-the-industry.