... And how it could upset the consumer’s apple cart.
It all started when Thor Inc., an investment company formed by Wade Thompson and Peter Orthwein, purchased Airstream back in 1980. Then in the early nineties, Thor began buying everything that had a good price and profitable future to include Dutchmen, Four Winds, Komfort, Keystone, Damon, General Coach, Heartland, Crossroads, K-Z, Livin' Lite, DRV, and Cruiser RV. Gobble, gobble, gobble, continued Thor as it used its massive buying power until it controlled close to 40% of the RV market in the U.S.
But Thor isn't alone in using RVs as part of its investment portfolio. Forest River, a company formed from the ashes of Cobra Industries way back in 1996, has been actively buying everything and anything that looked palatable. It purchased Coachmen, Viking, Dynamax, Prime Time, Palomino, Shasta, Sportscoach, and Georgie Boy. To continue the Thor investment model, Forest River, Inc. and its divisions were acquired by Berkshire Hathaway, a major investment firm owned by Warren Buffett.
Here's an example of 'Big-Buying-Little.' Thor's Airstream division purchased the assets of Nest Caravans in Oregon to get this unique monocoque design.
Then came the bankruptcy of Fleetwood (once the largest RV manufacturer) in 2008. The Fleetwood motor home division became Fleetwood RV, now owned by the REV Group, a conglomerate owned by American Industrial Partners (AIP). To make it still more complicated, AIP is part of an international investment group called Partners Group. The REV Group also purchased American Coach, Monaco, and Holiday Rambler. With Gulf Stream out of the motor home business, REV Group / Partners Group has acquired much influence in the motor home part of the RV arena - which is something that needs watching. Just remember, it's now international.
There have also been a number of smaller RV builders purchased by investment companies other than Thor, Berkshire Hathaway, and REV Group. One of the top rated motor homes, Born Free, was purchased from the Dodgen family by HBF Investments of Des Moines, Iowa. We must not forget Sunnybrook - a high-rated trailer builder - was purchased by Winnebago to begin their new travel trailer line being built at the Middlebury plant. (They eventually dumped the 'Sunnybrook' name.) Then we have Jayco, still a family-owned company, who purchased Entegra motor home from the defunct Travel Supreme, Open Range (which was renamed as Highland Ridge) and Starcraft - a low-end trailer builder. Skyline RV, once a major travel trailer builder, was purchased by Evergreen who also purchased some of the physical assets of Carriage, a high-end RV builder. Using assets from Carriage, Lifestyle Luxury RV (a division of Evergreen) is now building fifth-wheel travel trailers in a new Indiana plant. It is not yet clear who financed this venture, but the money came from somewhere.
Remember these names from the 1990's?
Sea Breeze (National RV)
Kit
Alpenlite
King of the Road
Safari
Chinook (Trail Wagons)
Weekend Warrior
Fleetwood Travel Trailers
Excel (Peterson Industries)
Carriage
Hitchhiker (Nu-Wa)
Travel Supreme
Sunnybrook
Damon
Georgie Boy
Skyline
Hi-Lo
Sunline
Rexhall
Teton
Beaver
Country Coach
Alfa
Trek
These brands have effectively disappeared.
So, it has been happening right under our noses; and for better or worse, it's something we have to live with. But then, that doesn't mean we have to put up with crap. It also doesn't mean we have to spend our hard-earned money to give giant investment corporations big profits without asking for something in return. What we want is what we've always wanted: A reasonable investment on our dollars spent and quality in the product.
But, friends, it isn't going to come easy. To be sure we get quality in RVs, we have to do what the 'health-nuts' did to the food industry - we demanded good food and good labeling. We all are getting the benefits from those efforts, and we have to do the same with the RV industry. If we want all RVs to be built with techniques known for holding together for the long run and good specifications on the labels and in brochures, we must be diligent in letting the world know what the builders are doing right and what they are doing wrong. We need to do the same as we do with movies and TV shows. We need to rate them. We need to tell the RV builders - whether they're owned by international investment corporations or are family owned businesses - if their products or service are good, mediocre, or bad. It's the only way to talk to investment firms who are in the RV arena only for the profit. Luckily, you can rate your RV right here at rv.org Until next time,
Can I please find out one central place that I can purchase engine parts for my ‘96 33’ Sea Breeze? I purchased this privately last summer and haven’t had a chance to take it out yet for lack of qualified places that can and will work on it….so far it’s a truck repair shop and a farm tractor service center. It was built with a Chevy 454 Big Block gas engine. There isn’t a Chevy dealer around that will give me the time of day. Isn’t there a Motor Home Service Center on the East Coast where I could take it and hope to get it back in less than 6-7 months?
Dave goldsmith
December 05, 2022
If you can’t fix it your self DONT BUY IT . It will put you in the poor house !
Blaine Stevens
August 18, 2022
Our 3004 Carraige has 50000 miles on it from michigan to arizona for 15 years and has held up very well with very few minor issues.
Faith
August 18, 2022
I was told by an RV repairman not to buy Thor or Forest River RVs
Since these companies own everything what. Brands are left?
Was looking at Itasca, Jayco and Winnebago and Coachman before found out owned by Thor. I eed a used reliable motorhome preferably 2013 to 2018 because of the age restrictions by some RV Parks. Ha e a class A and want the same but only 28 to 32 ft.with a gas engine
Any suggestions?
Steve Smith
August 18, 2022
Excellent article with lots of information.
Wendy Gale
August 18, 2022
I own an R-pod 2013 and due to my own stupidity melted the axle spindle… so now I discover Forest River customer service is extremely sketchy (high five tho to their caring and spirited FB group) with a company LIPPERT as the only provider of axles?! And they make only one at a time at a snails pace?? …. I’ve suggested the have an extra one or two on hand ✋.
Dissatisfied R-pod toilet on wheels owner waiting 5 weeks and counting to resume traveling with a new axle.
Dick Skaggs
August 18, 2022
Invaluable information here. Thank you.
Al
August 18, 2022
Thor is a horrible company to deal with. They feel that since they own 40% of the RV industry they don’t have to deal with problems. They lie, they won’t help with any problems you have. They make inferior products like my 2021Class C Four Winds. Workmanship is lacking, no quality control. Motorhome leaks with side closed and all they say is go back to dealer. The dealer has made numerous attempts to fix leak but have had no luck in fixing. The dealer is even frustrated with Thor as they won’t even give them any suggestions as to what might be the problem.
Allen Lively
August 18, 2022
We are in the process of selling our home and going full time RVrs and I am very thankful for R V CONFINDIETAL #2 post
This post make it easy to know where to look for the type of R V we will be looking to buy.
Thanks Al
Jay Sigel
August 18, 2022
Entegra, very over-rated, while being under Jayco, is now really part of Thor, which bought Jayco. I can’t see things getting any better with Entegra.
Peggy
August 18, 2022
We have the manufacture Outdoors, Wind River. Just traveled over 3,000 miles on some of the countries worse roads. This RV is solid, well made. Although it is our first trailer, we shopped for 2 years looking for a quality made RV. We saw nothing comparable for the price we could afford.
Tony Deakins
August 18, 2022
I’ve owned 3 RVs. The first was a 32’ Sunnybrook trailer. The second was a 35’ Coachman. The third and present home on the road is a 41’ Keystone Montana 3791RD Legacy. I’ve watched quality and durability finish across that base of experience. Seems there are no substantive standards governing quality if either materials or assembly. No consistency even within the same product line or model years. And, the “owners manual” has little relevance to unit it came with. For example, my docs say I have a single 88 gal grey water tank. I don’t. I have two 44 gal tanks and one clearly appears to be an after thought. Also, I have one type of hardware on one side of my trailer and entirely different hardware on the other. Simply said, we need a “consumers (laboratories) guide” for RVs … along with some enforced regulations.
Patcro50
December 05, 2022
Can I please find out one central place that I can purchase engine parts for my ‘96 33’ Sea Breeze? I purchased this privately last summer and haven’t had a chance to take it out yet for lack of qualified places that can and will work on it….so far it’s a truck repair shop and a farm tractor service center. It was built with a Chevy 454 Big Block gas engine. There isn’t a Chevy dealer around that will give me the time of day. Isn’t there a Motor Home Service Center on the East Coast where I could take it and hope to get it back in less than 6-7 months?