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Heartland RV is Ready to ‘Take the Next Steps’By
RV Business
November 21, 2012
The Heartland RV division of Thor Industries Inc. will be presented with the Quality Circle Award during the Recreation Vehicle Dealers Association’s (RVDA) reception on Nov. 26, just prior to the opening of the National RV Trade Show in Louisville, Ky.
“Heartland’s goal of working with our dealers has never been greater,” said Heartland President Chris Hermon. “We are installing certain disciplines in our company to move the needle forward in how we communicate and work with our dealers. That hard work is showing up in how our dealers feel about Heartland both in sales and support after the sale.”
“These disciplines affect every major area in our company,” added Coley Brady, vice president of sales. “I have been with Heartland for many years and these exciting changes at our company are going to take Heartland and our dealer partners to record highs. I am excited to be part of Heartland’s bright future.”
Heartland RV was recognized as a Quality Circle Award winner based on overall dealer satisfaction for its Landmark, Bighorn, Big Country, Elkridge, Cyclone, Road Warrior, Torque, North Trail, Wilderness and Prowler brands as measured in the Dealer Satisfaction Index (DSI) survey.
“The DSI is a valuable indicator of our dealers’ perspective on the quality of our products and services,” said Hermon. “We wish to thank all our dealer partners for the confidence they have shown in Heartland by honoring us with this award.”
He added, “We are particularly excited about our travel trailer lineup and innovative new products we will display at the Louisville Show. We will continue striving to deliver the most innovative and highest quality products, services and support in the industry for both our dealers and retail customers.”
Heartland RV has enjoyed innovative industry-leading success for many years, and offers a variety of towable RVs, including travel trailers, toy haulers, fifth-wheels and destination trailers. For more information, visit www.heartlandrvs.com.
Capital Talk: Heartland President Chris HermonBy
RV Business
November 6, 2012
This week’s RV Capital Talk features a segment with Chris Hermon, president of Elkhart, Ind.-based Heartland Recreational Vehicles LLC. Hermon, who formerly headed Forest River Inc.’s Prime Time Manufacturing Inc. division, took the helm at Heartland in May when Brian Brady retired.
RVBusiness Open House Video Tour: HeartlandBy
RV Business
September 14, 2012
Today’s video, the seventh in a series of 10 being presented by RVBUSINESS.com as a preview to the Sept. 17-21 Elkhart County RV Open House Week, features an interview with Coley Brady, vice president of sales for Elkhart, Ind.-based Heartland Recreational Vehicles LLC. Brady outlines the company’s planned product introductions for the event, which will be on display as part of parent Thor Industries Inc.’s expansive display at the RV/MH Hall of Fame in Elkhart. Corporate and off-site locations will span the area, especially along County Road 6 from Forest River Inc.’s display to the west and Thor’s exhibit to the east. A rotating video loop on the top right of the RVBUSINESS.com home page includes all 10 videos and will run through the end of the Open House.
Sundance Trailer Design Features Industry FirstBy
RV Business
September 13, 2012
Riding the success of its Sundance mid-profile fifth-wheel brand, Heartland Recreational Vehicles LLC will extend the lineup, rolling out a full-featured, lightweight laminated travel trailer to dealers during the Sept. 18-21 Elkhart County RV Open House.
“The Sundance travel trailer is an extremely important product to our company’s growth plans,” stated Heartland President Chris Hermon in a press release. “With MSRP’s ranging from the low- to mid-$30,000’s, the Sundance trailer fits into that sweet spot of the marketplace while targeting the extremely popular half-ton pickup market.”
Applying the same formula that pushed Sundance to the No. 7 spot among all fifth-wheel brands in June, the Elkhart, Ind.-based builder is bringing the Sundance travel trailer to market sharply priced and featuring several “industry firsts” for the high-volume segment.
“We performed a lot of research on how we could bring more value at this price point,” said Hermon. “During our product design process we came up with several innovative and interesting ideas. Many times you have to step back and challenge yourself to think differently.”
Heartland will debut two 31-foot models at the Open House – a double-slide bunkhouse and rear entertainment floorplan – that will be equipped with hydraulic slideouts and four-point hydraulic leveling jacks. General Manager Jim Hickey noted, “Customers have to step up to a fifth-wheel to get hydraulics. These are features that are really going to distinguish Sundance in the lightweight laminated trailer market.”
Also included as standard are high-gloss fiberglass sidewalls, LG True solid-surface countertops, painted fiberglass caps, aluminum wheels and electric awnings. Hermon noted, “This travel trailer looks awesome inside and out. People are going to be talking a lot about the Sundance brand.”
Hermon said that more models are planned for the Sundance trailer line, all designed to eliminate overlap and intelligently segment the market. “We continue to find that dealers don’t want a lot of floorplans,” he said. “What they want are proven layouts they can stock deeply and turn quickly. That is exactly what the Sundance travel trailer is all about.”
Heartland will be showing product at the Open House as part of parent Thor Industries Inc.’s massive display area at the RV/MH Hall of Fame. For additional information on the Sundance contact Hickey at (574) 303-9200 or jim.hickey@heartlandrvs.com.
Heartland RV’s Cyclone Wraps Up Market ShareBy
RV Business
September 13, 2012
Heartland Recreational Vehicles LLC’s Cyclone brand has cemented its standing as the industry’s top-selling fifth-wheel toy hauler in the fast-growing product segment, representing the market share leader for the past two years.
According to data from Statistical Surveys Inc., Cyclone earned the No. 7 spot for overall fifth-wheel sales through June and was the only toy hauler brand to crack the Top 10. Chris Hermon, president of the Elkhart, Ind.-based builder, attributed Cyclone’s success to consistently developing industry-first features combined with sharp pricing and intelligently designed floorplans.
“The toy hauler segment continues to evolve and caters to one of the industry’s most diverse consumer demographics,” Hermon said in a press release. “Dealers recognize that the Cyclone team is committed to staying ahead of the curve, providing variety, quality and innovation while ensuring value by hitting price points below the competition.”
To keep pace with rising demand, Heartland has continued to increase production capacity for the Cyclone brand. “Over the past two years we have been moving into a massive facility on the Heartland campus, but we have already outgrown it,” said General Manager AJ Jones. “Currently Heartland is actively adding on to our facility to help increase capacity.”
Jones added, “Two things have really driven Cyclone sales – a dedicated team that works hard to ensure we build the best product along with a top-notch dealer base.”
Jones reported that Cyclone will be rolling out several exclusive features along with five new floorplans during next week’s Elkhart County RV Open House.
“We are looking for tremendous dealer response at the Open House,” Jone said. “They will be seeing a lot of new features that nobody else in the industry is offering.”
Heartland will be showing product at the Open House as part of parent Thor Industries Inc.’s massive display area at the RV/MH Hall of Fame. For more information on the Cyclone toy hauler contact Jones at (574) 855-0688 or AJ.Jones@heartlandrvs.com.
Heartland Launches Fairfield Destination TrailerBy
RV Business
September 12, 2012
Responding to dealer input and growing consumer demand, Heartland Recreational Vehicles LLC announced the launch of its all-new Fairfield destination trailer during the Sept. 18-21 Elkhart County RV Open House.
“Our team is very excited for the Fairfield launch,” said General Manager Nick Eppert. “This new product will combine the floorplans, features and price points that dealers have been asking for.”
Chris Hermon, president of the Elkhart, Ind.-based builder, noted, “Many of our dealers have urged Heartland to become a strong player in the destination trailer business. Nick and his product team have focused on making Fairfield the ultimate destination trailer. We are thrilled with the results and are anticipating a successful debut at the Open House.”
Initially, the Fairfield will be available in seven 40-plus-foot floorplans, all featuring wide-body construction and a standard atrium design fiberglass cap. Units will also be equipped with double and triple sliderooms.
Heartland stressed a residential feel and functionality in Fairfield’s interior décor, set off by upscale cabinetry, upholsteries and accents. The kitchen area is appointed with a free standing range, 18-cubic-foot residential refrigerator and a residential microwave.
“Price points will be key with the Fairfield,” Eppert said. “A host of available options will allow dealers to order Fairfield destination trailers to fit their markets’ needs.”
Heartland will be showing product at the Open House as part of parent Thor Industries Inc.’s massive display area at the RV/MH Hall of Fame. For more information on the Fairfield destination trailer contact Eppert at (574) 266-8726 or nick.eppert@heartlandrvs.com.
Heartland’s Prowler Trailer ‘Moving Up’ in StatsBy
RV Business
September 11, 2012
Heartland Recreational Vehicle LLC’s entry-level Prowler travel trailer posted significant market share gains for the first half of the year, positioning the brand for further penetration in one of the industry’s highest growth sectors.
General Manager Ryan Brady reported that Prowler posted a 635% gain in unit sales through June and a 565% jump in overall market share, according to the latest report from Statistical Surveys Inc.
“We have been fortunate to partner with an incredible dealer body,” Brady stated in a press release. “Over the last 12 months we have signed tier one dealers across North America that have done a tremendous job with the brand. We are confident that our dealer’s initial success will translate into even stronger results going forward.”
Chris Hermon, president of Elkhart, Ind.-based Heartland, noted, “We asked our stick-and-tin groups to focus their efforts on owning the sweet spot of the entry-level price point. Heartland has really separated Prowler from the competition by offering the right floorplans with an excellent look combined with aggressive price points. Dealers are going to be really excited with what they see.”
Building on the momentum through the first six months, Heartland will be rolling out several new floorplans and feature upgrades in the Prowler line as part of the Sept. 18-21 Elkhart County RV Open House. “The Prowler line will feature a new graphics package that is set off by metallic silver coloring on the front and back,” Brady said. “It’s a dramatic look that we think will be a hit with our dealers. The interiors have been dressed up with two new decors, new Beauflor, all-new cabinetry, and an extra large kitchen skylight.”
Prowler will also be showing new editions in its fifth-wheel lineup along with the introduction of a destination trailer. Hermon noted, “Just like the travel trailer, the Prowler fifth-wheel has made huge strides by offering several set-apart features as standard. With laminated sidewalls and fiberglass caps, the Prowler is priced thousands of dollars below the competition in a very competitive segment of the market.” The new Prowler wide-body destination trailer will debut with four floorplans with more planned for the fall.
Heartland will be showing product at the Open House as part of parent Thor Industries Inc.’s massive display area at the RV/MH Hall of Fame. For additional information on the Prowler contact Brady at (574) 266-6356 or Ryan.Brady@heartlandrvs.com.
Heartland Rolling Out ‘Elite Edition’ WildernessBy
RV Business
September 10, 2012
Marking a successful first year in the growing lightweight laminated market, Heartland Recreational Vehicles LLC introduced a new bunkhouse floorplan in its Wilderness travel trailer brand along with an eye-catching Elite Edition exterior package that creates the look of a full-body painted coach.
According to a press release, the Elkhart, Ind.-based builder will officially debut the latest additions to its 2013 Wilderness line as part of the Sept. 18-21 Elkhart County RV Open House Week.
“Heartland was determined to hit a certain price point with the Elite package,” said Heartland President Chris Hermon. “This package has only been offered at price points thousands of dollars more than the Wilderness. Our dealer body will be thrilled not only with the aggressive pricing, but also the weight of the new Wilderness.”
Mike Creech, general manager, reported the all-aluminum Wilderness had successfully gained market share over the past year as consumers, and dealers, recognized the brand as a “true value piece” in the high-volume trailer segment.
“When Heartland brought the Wilderness to market at last year’s Open House, there were three things that really set it apart,” Creech said. “Like all Heartland products, the line was aggressively priced. We also knew that the top-selling units were extremely lightweight, so our design team did a great job of cutting weight without sacrificing quality. But I think the feature that really grabbed people was the 7-foot crowned interior ceiling height. That has been a game-changer.”
The Elite Edition adds a finished look to the exterior, featuring all-tan fiberglass walls, accented by new graphics and “black trimmings,” according to Creech. He added, “It’s pretty dramatic. We’ll be showcasing the Elite package at the Open House, and are anticipating very strong dealer response.”
With the debut of the “mainstream bunkhouse” model, the Wilderness line sports 12 floorplans, ranging in lengths of 21 to 35 feet with dry weights running from 4,000 to 6,500 pounds. “One of the set-apart features with the new bunkhouse model is that it has a deep, 36-inch slideout that really opens up the floorplan,” Creech said.
Other amenities across the entire line include upgraded interior décors, vinyl flooring and accent wallboards in the bedroom and slideroom areas. “Instead of just being plain, the wallboards are a richer, darker color,” Creech said. “It really adds a residential touch.”
MSRPs for the Wilderness line range from $19,000 to $28,000.
Heartland will be showing product at the Open House as part of Thor Industries Inc.’s massive display area at the RV/MH Hall of Fame. For additional information on the Wilderness contact Creech at (574) 210-1976 or mike.creech@heartlandrvs.com.
Heartland’s Trail Runner Attacks Trailer MarketBy
RV Business
August 13, 2012
Heartland Recreational Vehicle’s makeover of its Trail Runner brand last fall successfully rejuvenated the conventional-built travel trailer line, spurring retail sales and creating sustained demand with the company’s dealer body.
“Our dealers were very specific in their needs,” said General Manager Nick Eppert in a press release. “Through telephone and face-to-face conversations, the need for lower dry weights and a more aggressive price point came through loud and clear. Accordingly, we made some monumental changes in the product that really paid off.”
The reengineered, sharply priced Trail Runner now boasts “more models designed for the half-ton truck market than ever before,” according to Eppert, who reported that dealers took note of the changes.
Julie Leach, sales manager for Leach Camper Sales in Council Bluffs, Iowa, a respected dealership that is currently marking its 50th year of operation, noted, “We at Leach Camper Sales have truly enjoyed our relationship with Heartland’s Trail Runner edition. We have had excellent support from our sales rep and the warranty department. They have responded to our needs immediately and without hesitation. That has allowed us to achieve a dramatic increase in our sales area. We have currently experienced a 30% increase from 2011 to 2012 with five more months to go. We look forward to our continued success with Heartland.”
Building on the success of the Trail Runner, Heartland launched the Trail Runner Super Lite Edition (SLE) at the 2011 Louisville Show. “This product brings even lower dry weights and price points to the table,” Eppert said. “At Louisville, we showcased two models in our display, and dealer reaction was outstanding. Based on our dealer’s input we quickly expanded the offering.”
The Trail Runner SLE currently offers seven floorplans, available with non-slideouts, traditional slides and galley sliderooms.
Eppert said that several new introductions for both the Trail Runner and SLE are planned at this year’s Open House, adding, “Even though we are coming in at a more aggressive price point, the Trail Runner brand is still loaded with popular features that RVers are looking for.”
Amenities include Beauflor linoleum, real-wood cabinet doors and drawers, full-extension ball bearing drawer guides, pocket-bored screwed cabinets and radial tires with EZ-Lube hubs.
“I am thrilled with Heartland’s passion to be awesome in travel trailers,” said Eppert. “The future is very bright for the Trail Runner brand and its dealers.”
Heartland Continues to Innovate with ElkRidgeBy
RV Business
August 2, 2012
Heartland Recreational Vehicles LLC has bolstered its ElkRidge full-profile fifth-wheel lineup with the addition of the five-slide 36FLPS floorplan, designed to address a new market segment while extending the brand’s “value-driven” strategy that has generated strong sales in 2012.
“The ElkRidge is one of the fastest growing fifth-wheels on the market,” said Bryan Walczak, general manager for the Elkhart, Ind.-based builder, in a news release. “Through the first five months, the brand saw a 12.2% increase in market share and a 16.4% rise in units sold. We expect the 36FLPS to have the same success, hitting a mid-profile price point in a full-profile fifth-wheel.”
Walczak said that the 39-foot “PentaSlide” is full-featured, offering refined interior amenities set off by a front living room with theater-style seating that showcases a 40-inch TV, along with two sliderooms. Other key standard features include wireless remote control, washer/dryer prep, freestanding dinette, king bed, ample storage and multiple entrance doors.
Walczak noted that with base MSRP’s starting at $48,749, the aluminum-framed, laminated “Penta-Slide” retails at “thousands less than the competition’s comparably equipped fifth-wheels.”
“We went into production in July and we just sold our first unit at Bent’s RV outside of New Orleans,” said Walczak. “Brian Bent, the owner, told me that customers love the floorplan, especially when they see that it retails for the same price as other mid-profile coaches. We are looking for the 36FLPS to perform in line with our other ElkRidge models, where dealers are able to see an exceptional return on their investment.”
The 36FLPS will make its consumer debut on the show circuit in September at America’s Largest RV Show in Hershey, Pa. It will also be on display for dealers during Elkhart’s Thor All-Star dealer open house, set to run Sept. 17-21 in the industry’s manufacturing hub.
“Judging by early feedback, we think the 36FLPS will really generate sales with our dealers during the Open House event,” Walczak said.
With the addition of the “PentaSlide,” the ElkRidge now features seven floorplans, ranging in length from 29 to 42 feet, with five additional floorplans in the entry-level, ultra-affordable Elkridge Express line.
Built in a dedicated facility, the ElkRidge features integrated remote control systems, full-profile ceiling slideouts, solid-surface countertops, universal docking center, European-style hidden hinges, true slam baggage doors, roller bearing drawer glides and camp kitchens. Packaged with rich, cherry interiors, ElkRidge also offers an 88-degree turning radius designed to accommodate short-bed pickup trucks.
Heartland RV's Bighorn Captures Market ShareBy
RV Business
July 30, 2012
Offering consumers an attractive price point and a variety of functional floorplans, Heartland Recreational Vehicle LLC’s full-profile Bighorn fifth-wheel line continues to build market share, garnering the No. 3 overall brand ranking in the May report from Statistical Surveys Inc.
“Our Bighorn line generated impressive sales during the first five months of 2012,” said Coley Brady, vice president of sales for the Elkhart, Ind.-based builder, noting that Bighorn was the No. 1 selling fifth-wheel through May in the hotbed states of Texas, Florida and Alabama and the top full-profile line in Canada. “It confirms that we are building product that consumers recognize as a discernible value in the high end of the fifth-wheel marketplace with the right combination of residential-style amenities backed by superior fit and finish.”
According to a press release, a key factor driving sales is Heartland’s decision to market the Bighorn as a full-time coach. Eleven models, with base MSRP’s starting at $59,900, feature laminated roof, sidewall and floor construction that reduces noise while providing the structural integrity and thermal insulation required for four-seasons RVing.
“Our use of seamless laminated construction really sets us apart from the competition at the price point that we’re hitting with the Bighorn,” said General Manager Kary Katzenberger. “It meets the demands of a growing full-time demographic, which is mushrooming with the influx of Baby Boomers and people that are using their RV as a mobile office.”
Katzenberger reported that Heartland would be debuting three new configurations in the Bighorn line at this year’s Elkhart County RV Open House set to run Sept. 17-21.
Of equal importance to Bighorn’s early 2012 success was the addition of the Silverado by Bighorn series that was unveiled to dealers during last September’s Open House.
“The Silverado addresses a key segment in the marketplace,” said Katzenberger, noting that base MSRP’s start at $44,900. “It provides the upscale interior amenities of the Bighorn at an aggressive price point while also offering extended stay, three-seasons construction. We are not only selling to seasoned RVers looking to upgrade, but also first-timers that want to enjoy the benefits of a full-profile fifth-wheel.”
Silverado, which includes four couples coaches, also addresses large families with two bunkbed floorplans.
The Bighorn and the Silverado share several key features, including stackable washer/dryer hookups, Heartland’s industry-first 88-degree turning radius and a universal docking center. Lengths for the Bighorn range from 35 to 40 feet while Silverado models run 33 to 40 feet.
Heartland Connects with Owners at June RallyBy
RV Business
June 28, 2012
Heartland Recreational Vehicles welcomed around 280 RVers towing 133 rigs June 14-17 at the Cam-Plex in picturesque Gillette, Wyo., marking the seventh running of the Annual North American Heartland Owners Rally.
According to a press release, the national rally, hosted by the Elkhart, Ind.-based builder, has evolved into a major event for owners as attendees in Gillette represented 34 states and three Canadian provinces. Jim Beletti, director of owners interests for Heartland, reported that a majority of the club members arrived a week early for an informal pre-rally, held at the Box Elder Campground situated on the Cam-Plex grounds.
“Attendees had a great time catching up with friends and making new ones, along with enjoying potlucks, open houses and visiting local restaurants,” Beletti said. “Our goal is to offer something for everybody.”
Founded in March 2008 under the direction of Beletti, the Heartland Owners Club has continued to refine and expand its rally program. The Gillette gathering offered a full range of activities, including nine lifestyle and 13 technical seminars. In addition, local dealer Stalkups RV Superstore provided owners with a first-hand tour of the company’s latest travel trailer and fifth-wheel models.
During the official opening of the rally on Thursday, Heartland Vice President of Sales Coley Brady visited the Cam-Plex, spending the day with club members and delivering an address that evening. “Heartland RV takes great pride in hosting this special event as the rally is a wonderful experience for participants,” Brady said.
Chris Hermon, who recently succeeded Brian Brady as Heartland president, said that the interaction with Heartland’s customer base is not only key to building relationships, but also provides valuable feedback on product.
“Customers drive our decisions every day as we develop and enhance our product lines,” Hermon said. “These kinds of events give us the opportunity to learn more about our products by hearing directly from the people that use them. It’s just one more factor that separates Heartland from the competition.”
During the event, attendees toured some of the landmarks in Gillette, including a trip to the Alpha Butte Mine and the Rock Pile Museum, while also providing a boost to the local business community.
“When the club holds rallies in communities around North America, we have an economic impact on these communities with campground fees paid, diesel fuel bought, and money spent at restaurants and local businesses,” Beletti said.
He also stressed that one of the staples during each rally sponsored by the Heartland Owners Club is to include a “charitable component.”
“This year in Gillette, we selected ‘Blessings in a Backpack’ for our ‘Heartland Gives Back’ initiative,” Beletti said. “I set a goal of $2,000 – enough to fund 25 backpacks of food to feed 25 children for an entire weekend during the school year. I am pleased to report that on the final day of the rally, we presented 94 giving envelopes containing a total of $4,224 – enough to fully fund 53 backpacks.”
Thor Names Chris Hermon to Head HeartlandBy
RV Business
May 21, 2012
Thor Industries Inc. announced today (May 21) the appointment of respected industry veteran Chris Hermon as president of subsidiary Heartland Recreational Vehicles LLC, replacing Brian Brady who retired May 1. Hermon will officially step into his new role May 29.
Hermon brings a management history marked by rapid and prolonged success to the Elkhart, Ind.-based towable builder, including a 10-year term overseeing several high-growth brands for Thor affiliate Keystone RV Co. Most recently, Hermon co-founded Forest River Inc.’s Prime Time Manufacturing Inc. division in 2009 while serving as vice president of sales.
“For the last several weeks I spent time with Heartland, talking to people and getting feedback on what was needed,” said Bob Martin, RV group president for Jackson Center, Ohio-based Thor, in a press release. “One of the main things I noted was that Heartland is filled with great talent and needed a strong leader. I interviewed many quality candidates, but in the end I felt that Chris was the right fit for the Heartland team.”
Hermon, who entered the industry with Coachmen Industries Inc. in 1998, said that he viewed the move as a “natural progression” in his career path and was intent on maintaining the company’s reputation for product innovation and market penetration.
“I’ve found that if you are a leader in product development and dealer relationships, exceptional success is the result in this industry,” said Hermon, 42. “It’s apparent that is already in place, as Heartland has a strong track record of bringing great products to market and quickly harnessing market share. My goal is to continue driving product development and strengthening our dealer relationships.”
He added, “Presidential positions in this industry don’t come along very often, particularly with a company of the stature of Heartland. I am definitely looking forward to working with the existing team and steering Heartland to its next chapter of success.”
Heartland management, in turn, sees Hermon’s appointment as a springboard to continuing the growth path engineered under Brady’s guidance. “The entire Heartland team looks forward to working with Chris in our pursuit of intelligently growing our business,” stated Coley Brady, vice president of sales.
An Ohio native, Hermon served in the U.S. Air Force from 1988-1992 and the Air Force Reserves until 1995. He earned a bachelor’s degree from Indiana’s Ball State University. He and his wife of 16 years, Shawn, have two sons and reside in Goshen. During his time with Keystone, Hermon was general manager for the company’s Cougar, Hornet and Hideout travel trailer brands, charged with growing sales in the industry’s most hotly contested segment.
“I actually hired Chris at Keystone, so I know his work ethic and the way he manages,” Martin related. “He established himself as one of the company’s top performers. Heartland has tremendous potential and I am confident that Chris will make the company even stronger. He has the insight, commitment and leadership skills to not only push Heartland to higher levels, but also add depth to Thor’s already solid, aggressive management team.”
Heartland RV, headquartered in Elkhart, has enjoyed innovative industry-leading success for many years, and offers a variety of towables, including travel trailers, toy haulers, fifth-wheels and destination trailers. For more information, visit www.heartlandrvs.com. Hermon can be contacted at chris.hermon@heartlandrvs.com or (574)266-8726.
By
RV Business
May 2, 2012
The retirement of Brian Brady, CEO of Heartland Recreational Vehicles LLC, continues the shift in senior management that Thor Industries Inc. has been undergoing since July 2011.
Brady, one of original investors who started Heartland in November 2003, retired from the company effective Tuesday (May 1). In April, he told employees that all the founders had left Heartland and “after considerable thought and reflection, I have elected to leave too,” according to a story by RV Business.
Entire article in the Elkhart Truth
By
Elkhart Truth - Marilyn Odendahl
May 2, 2012
ELKHART — The retirement of Brian Brady, CEO of Heartland Recreational Vehicles LLC continues the shift in senior management that Thor Industries has been undergoing since July 2011.
Brady, one of original investors who started Heartland in January 2005, retired from the company effective Tuesday. In April, he told employees that all the founders had left the Heartland and “after considerable thought and reflection, I have elected to leave too,” according to a story by RV Business.
Speaking after an event at RV/MH Hall of Fame & Museum last week, Bob Martin, RV group president at Thor, said no interim chief executive officer will fill Brady’s chair. Instead, Martin will help guide the company and a new leader will be name in roughly a month.
“I’m just going to spend some time there and familiarize myself with people of Heartland and over the next few weeks to a month make the best decision for the company as to who takes over,” Martin said.
He also expressed confidence in the leadership staying at Heartland.
“They’ve got a great group of people over there that can step in,” Martin said. “Brian’s done a great job of assembling a team.”
Brady could not be reached for comment Tuesday.
Heartland was acquired by Thor Industries in September 2010 for a reported $200 million. It was Thor’s first major purchase since 2005.
In an interview with RV Business in November 2011, Brady described the acquisition as a win-win for both manufacturers. “We have done exactly what we intended to do and that was to best position Heartland for continued success,” Brady said at that time.
Brady’s departure comes after a string of resignations that began in July 2011 with brothers Ron Fenech, former RV group president, and Bill Fenech, former president of Thor Motor Coach. Don Clark, former president of Dutchmen Manufacturing, turned in his resignation a few months later.
Since then, Jeff Kime has been named president of Thor Motor Coach and Cam Boyer, then vice president of finance at Dutchmen has been promoted to being president of the towable maker. Also, Bob Martin was elevated from the president’s position at Keystone RV to RV group president at Thor and Matt Zimmerman was moved from vice president of sales at Keystone to company president while David Chupp, then Keystone vice president of finance, was named chief operating officer.
Martin said he is still making the switch from one leadership chair to another but his physical proximity to Heartland will allow him to help the company.
“I’m basing more out of Elkhart so I’m very close to Heartland,” Martin said. “I’m there to help them with the transition and with the search for the next person.”
By
RV Business
April 25, 2012
Heartland Recreational Vehicles LLC President Brian Brady informed employees today (April 25) that he will be retiring from the Elkhart, Ind.-based RV manufacturer, effective May 1.
Brady, along with a group of industry veterans that included Tim Hoffman, Jack Culbertson and John Rhymer, launched Heartland in November 2003.
Brady told employees that during the past year all of the original investors had left Heartland and that “after considerable thought and reflection, I have elected to leave, too.”
Prior to taking the helm at Heartland, Brady made a name for himself in the industry as an executive with Coachmen Industries Inc., Holiday Rambler Corp. and as president and CEO of Damon Corp. – all based in Elkhart County, Ind.
With the launch of Heartland, Brady charged management with placing the towable builder on a rapid growth cycle, as the company entered the market with its Landmark luxury fifth-wheel.
Today, Heartland builds and markets brands across the towable spectrum – from stick-and-tin entry-level travel trailers to high-end, all-season fifth-wheels. At the end of last year, Heartland’s work force had grown to 1,200 while facilities at its Elkhart campus included seven production lines and four support and sub-assembly facilities encompassing 810,000 square feet of manufacturing space.
Heartland’s growth has been marked by two key business moves. In February of 2007, Catterton Partners made a significant equity investment in Heartland. Then in September 2010, Thor Industries Inc. purchased a controlling interest in Heartland for $200 million.
In an interview last November, Brady said the Thor acquisition had proven to be “a true win-win” for both companies. “We have done exactly what we intended to do – and that was to best position Heartland for continued success,” he said. “In a competitive environment, Heartland continues to win. The mission for Heartland remains to provide our dealers the highest possible return on their investment, and that mission will continue to drive this company going forward.”
By
RV Business
March 20, 2012
Underscoring the structural integrity of its flagship Landmark fifth-wheel line built for full-time RVing, Heartland RV has instituted an inclusive 2+5 year warranty on all 2013 models.
The warranty, providing two years bumper-to-bumper and five years structural coverage on the roof, sidewalls and floor, represents “one of the most comprehensive warranties in the industry,” according to General Manager Kary Katzenberger.
“Full-timers consider their RV as their home,” Katzenberger said in a press release. “One of the biggest selling features is peace of mind – knowing that their RV is not only well constructed but also protected in the long-term. The 2+5 warranty represents a set-apart added value in the luxury fifth-wheel marketplace, both for the consumer and our dealer body.”
The Landmark fifth-wheel represents Heartland’s first entry in the RV market when the Elkhart, Ind.-based company was founded in 2004. Built with an integrated system of laminated fiberglass sidewalls, flooring and roof to increase durability while reducing overall weight, the Landmark is tailored to meet the demands of all-weather conditions and the rigors of full-time use.
“In addition to achieving increased strength and a lighter weight, laminated construction affords superior thermal insulation and noise reduction over wood-framed products,” said Katzenberger.
The Landmark is currently available in four floorplans in lengths of 33 to 41 feet, with two new floorplans coming to market in the next 90 days. In addition to a sturdy foundation, the series also offers a residential environment with attractive decors and high-line amenities.
New features in the 2013 line include a “whisper quiet” dual A/C system, optional 6-point leveling system and a new LCD, touch-screen remote that operates the landing gear, awning and sliderooms. MSRP’s start at $74,900.
“The Landmark already offered one of the best values in the luxury, full-time fifth-wheel market,” said Katzenberger. “The 2+5 warranty reinforces Heartland’s standing as a leader in the category, providing the luxury and durability that full-timers require along with the peace of mind that they have made a sound investment.”
By
RV Business
March 5, 2012
Donald "Cowboy" Cerrone with new Heartland Road Warrior
Reflecting the diverse demographic in today’s RV consumer base, Ultimate Fighting Championship (UFC) lightweight contender Donald “Cowboy” Cerrone recently purchased his second luxury toy hauler built by Heartland RV.
An avid outdoorsman, Cerrone prefers to travel and live in his RV for fights that are within driving distance from his ranch in Albuquerque, N.M. – shunning the airline ticket and plush hotel room provided by the UFC.
“We made a lot of changes in our new Road Warrior line that appeal to people who love adventure but still enjoy having a comfortable, high-tech living environment when they’re on the road,” said A.J. Jones, general manager for Elkhart, Ind.-based Heartland, in a press release. “Donald said he appreciated the ‘young feel’ in the Road Warrior, and really liked all the options in the on-board garage. It not only accommodates all of his toys, but offers another living area with drop-down, electric bunk beds that convert to seating for a removable table. There is also a a 32-inch TV in the garage area.”
Cerrone, a motorcycle and ATV buff, previously owned a 2007 Heartland Cyclone sport utility RV. He purchased the new Road Warrior from Windish RV during a January RV Show in Denver after “looking at every toy hauler on display,” according to Jones. “He already had a good experience with the Cyclone, but thought the Road Warrior had a bit more edge with a new graphics package and black Espresso cabinetry on the interior.”
Available in eight floorplans ranging in length from 30 to 43 feet with one to three sliderooms, the new Road Warrior series offers an optional three-seasons wall that fits into the back of the unit. Sliding patio doors allow RVers to load their toys and keep them in a sealed, enclosed area. “This is a brand new feature that has been a huge hit at the shows,” said Jones. “The big thing is that it eliminates having to tear down the patio deck when storing your toys.” Garages are available in 10-, 12- and 14-foot layouts.
On the interior, the Road Warrior offers a spacious, fully-equipped kitchen area while the living room is set off by a wrap-around “Mega Lounger” that includes three recliners for optimal viewing of the 40-inch LCD HD TV. The Road Warrior’s multi-zone entertainment system, featuring DVD, MP3, MP4 and an iPod station, powers four Jensen ceiling speakers in the living area and two in the garage, along with two marine-grade external speakers.
A spacious side aisle bathroom arrangement provides a shower, lavatory, and toilet all in one location while a half-bath sports a full-size pantry area. Other standards include a 3,000-pound rated ultra-light Ramp Door (no cables), Heartland’s patented 88-degree turning radius, welded tubular aluminum construction, fiberglass front cap, enclosed and heated underbelly, and slam baggage doors keyed unique to the Road Warrior. MSRP’s for the Road Warrior series start at $49,999.
Interview with Coley Brady
RVNN.TV
Wednesday, February 08, 2012
Interviewed at the Heartland Plant, Elkhart, IN by Sherman Goldenberg, RVBusiness.com
We’ll talk about a wide range of things — including how the early retail shows are going around North America — but the hook question will deal with how the then-independent company has fared since it’s purchase 18 months ago by Thor Industries Inc.
By
RV Business
November 9, 2010
Responding to input from its national dealer network, Heartland Recreational Vehicles LLC upgraded the company’s proprietary FAST TRACK warranty website to streamline claim entries and better service customers.
Launched in November of 2007, FAST TRACK was designed to allow Heartland dealers access to critical data as well as interface with the company’s parts/service/warranty personnel and database.
“Our dealers provided great feedback to our I.T. department on how the site could be improved,” said Sean Andrews, director of dealer services. “The new and updated warranty claims page will significantly speed up the entry and submitting process for our dealers.”
Andrews noted that the upgraded site, which launched in September, provides a step-by-step procedure for creating claims. Enhancements include:
• Only one root cause flat rate code will need to be entered for each job along with the labor time to perform that job.
• Dealers will need to provide documentation pertaining to the claim’s Complaint/Cause/Correction.
• Separate links will be accessible if miscellaneous items, parts or photos need to be added.
• In the event that additional root cause issues are needed for the claim, extra lines can be incorporated.
Andrews also reported that Heartland would continue to build the FAST TRACK parts catalog with new pictures and part numbers based on model year and brand updates. “We now have over 20,000 photos in our catalog for your ordering convenience,” he said.
Andrews added, “We are confident that the newly developed Fast Track system will enhance your partnership with Heartland. It is our goal to continuously improve our products and services company wide to offer the most competitive and profitable business relationship in the industry.”
By
RV Business
November 1, 2011
Heartland Recreational Vehicles LLC is marking the first anniversary of the company’s merger with Thor Industries Inc.
“Any time you go through a major structural change there is going to be some uncertainty,” said Brian Brady, president of Elkhart, Ind.-based Heartland RV. “However, it has become clear that the combination was in the best interest of Heartland employees, dealers and end customers alike.”
In late 2010, Jackson Center, Ohio-based Thor purchased Heartland. Since that time, Brady said the move had proven to be “a true win-win” for both companies.
“We have done exactly what we intended to do – and that was to best position Heartland for continued success,” he said, citing the August report from Statistical Surveys Inc. showing Heartland’s unit volume up 13.5% and market share rising 6.5%. “In a competitive environment, Heartland continues to win. The mission for Heartland remains to provide our dealers the highest possible return on their investment, and that mission will continue to drive this company going forward.”
Brady stressed that a key behind Heartland’s ability to outpace the market was its dedicated work force.
“When I look at the team assembled here at Heartland, I have never been more excited,” he said. “We have the team in place to continue to provide our dealers the best product and investment opportunity in the RV market.”
Heartland builds a diverse offering of quality, innovative fifth-wheels and travel trailers. For more information visit www.heartlandrvs.com.
By
Shelby Kraus HRB Public Relations
August 10, 2011
Prewire allows RV owners to custom pick the specific model of their choice
achieving Heartland’s ‘No Compromise’ mission
BURLINGTON, Iowa – (August 10, 2011) – Heartland RV, prides itself in designing and building some of the most innovative, luxurious, fifth-wheel recreational vehicles in the market to meet the “no compromise” type of customers that choose Heartland. This is no different with antennas. Today, Heartland RV announced its decision to partner with Winegard to prewire for TRAV’LER antennas on two of its 2012 models; the Bighorn and Landmark.
“Heartland RV chose to prewire for TRAV’LER antennas because Winegard has earned a solid reputation in the RV industry for reliability and unmatched antenna performance,” said Kary Katzenberger, Heartland RV Bighorn/Landmark general manager. “Since the antennas are provider specific, we do not want to make that choice for our customers; so instead we decided to do the next best thing and prewire the RVs for units, making them easier to install at the dealership. This also guarantees that the customer gets the exact antenna they want.”
Heartland and Winegard partnered together because dealers can struggle installing antennas at times. With the Bighorn and Landmark models already prewired, installation is made simpler.
“Heartland RV is one of the leading original equipment manufacturers in the U.S. and we’re proud to partner with a company that believes in no compromises,” said Aaron Engberg, director of mobile products at Winegard. “They recognized that without the prewire installations can be difficult for the dealer, as well as costly for the RV owner, both of which are being addressed because of Heartland’s dedication to quality customer service.”
TRAV’LER antennas provide the unique ability to view multiple satellites at the same time, allowing the RV owner to enjoy satellite TV in the RV just as they do at home. TRAV’LER antennas provide the strongest signal strength and receive maximum SD and HD programming. They work with DVRs and allow simultaneous viewing with different programs, something domes and most other mobile antennas can’t do.
For more information about the Winegard TRAV’LER®, visit http://www.winegard.com/travler. To find a Winegard dealer in your area, visit the RV satellite antenna dealer locator online.
About Winegard
Winegard Company designs and manufactures world class antenna products for both satellite and over-the-air multi-media signal reception. With more than 55 years of antenna design, testing and manufacturing experience, Winegard’s innovative solutions have shaped the industry for home, recreational vehicle, truck, marine, medical, and automotive antennas. Winegard also offers commercial VSAT 2-way antennas that provide real-time broadband communication solutions for extreme and remote environments to oil and gas industries and to military and emergency response teams. A pioneer in antenna technology, Winegard has designed more than 1,000 different antenna models with more than 60 product patents, making Winegard products the benchmark for quality and performance.
Winegard Company is a privately held company led by Randy Winegard, son of founder, John Winegard and is headquartered in Burlington, Iowa. To learn more about Winegard, visit http://www.winegard.com or call 800-288-8094.
About Heartland RV
Founded in 2003, Heartland RV manufacturers luxury fifth wheels, mid-profile fifth wheels, toy haulers, lightweight trailers, travel trailers and extended stay trailers in Elkhart, Indiana, with distribution through dealers in the U.S. and Canada. For more information, visit www.heartlandrvs.com.
By
RV Business
February 16, 2011
Heartland Recreational Vehicles LLC’s recently introduced ElkRidge Express has created an aggressive new price point in the mid-profile fifth-wheel market, offering durable, laminated construction and a host of upscale amenities for the cost of a comparably featured travel trailer, according to a news release.
“The ElkRidge Express has been resonating with consumers because they can now get the convenience, safety and room of a fifth-wheel for the same price as a travel trailer,” said Bryan Walczak, brand manager for the Elkhart, Ind.-based builder. “We are finding that it meets the needs of two key demographics ¬– consumers transitioning from a travel trailer to a fifth-wheel and first-time RVers looking for a full-featured coach.”
Available in four floorplans ranging from 22 feet to 26 feet, all with single slides, the ElkRidge Express is sharply priced with MSRP’s of $22,000 to $23,000. Distinguishing features include laminated fiberglass sidewalls, camp kitchens, multi-view TV areas and the industry-first side-aisle dressing areas.
According to Walczak, the addition of the Express series bolsters Heartland’s core ElkRidge luxury fifth-wheel line, creating “one of the widest price ranges in the industry” and establishing ElkRidge as a “stand-alone brand.” Boasting nine floorplans, MSRP’s for ElkRidge models range from $31,100 for single-slide models to $44,400 for quad-slide units.
“The ElkRidge made its mark by bringing a full-profile, upscale fifth-wheel to market in the same price range as mid-profile units,” Walczak noted. “The Express is an extension of that value-driven strategy. With the introduction of the ElkRidge Express, dealers are finding they can stock deeper with one brand, and satisfy more customers. Ultimately, our dealers and customers are happier.”
Built in a dedicated facility, the laminated fiberglass ElkRidge features integrated remote control systems, high-ceiling slideouts, solid-surface countertops, European-style hidden hinges, true slam baggage doors, roller bearing drawer glides and camp kitchens. Packaged with rich, cherry interiors, ElkRidge also offers an 88-degree turning radius designed to accommodate short-bed pickup trucks.
By
RV Business
February 15, 2011
Following the much anticipated launch at last year’s Louisville Show, Heartland Recreational Vehicles LLC went into full production in early January with its new generation of Prowler trailers, operating from a newly acquired, dedicated facility at its Elkhart, Ind., campus.
“Based on the positive response in Louisville and solid retail interest in the early January and February shows, it is obvious that dealers and retail consumers want Prowler in the marketplace,” Nick Eppert, Prowler general manager, stated in a news release. “We are focusing all of our efforts to fulfill our model lineup as quickly as possible and bring this legendary brand back to the marketplace in time for the spring selling season.”
The iconic Prowler nameplate was purchased among a portfolio of 15 brands from Fleetwood Enterprises Inc., which filed for bankruptcy protection in March 2009. Heartland, which was acquired by Thor Industries Inc. last September, emphasized that while the Prowler’s revival was based on its strong name recognition the new generation will “establish its own identity among consumers.”
“From the outset, our management has said that Prowler would not be a re-branded, re-badged clone product,” Eppert said. “The Prowler product will be autonomous from any other Heartland or Thor product currently in the market.”
He noted that Heartland’s investment in independent facilities and personnel would also eliminate the “normal constraints” involved in a product launch. “Having a dedicated facility to Prowler, we do not have production constraints and can deliver product to our dealers in a timely manner as the spring selling season approaches,” said Eppert. “Our ability to react to the market and offer more overall value will separate Prowler dealers from their competitors.”
Eppert reported the new Prowler line will consist of both wood-and-aluminum and laminated travel trailers, along with mid-profile fifth-wheel floorplans. “We will be hitting the heart of the towable market,” he said. “As with all of Heartland’s products, we will distinguish the Prowler with innovative, set-apart features and aggressive pricing that will promote franchise value for our dealers.”
By
RV Business
January 10, 2011
Elkhart, Ind.-based Heartland Recreational Vehicles LLC has revived the exclusive Titanium cab-over front cap fashioned by now-defunct Canadian builder Glendale International Corp., incorporating the distinctive, aerodynamic design into three of its top-selling fifth-wheel lines, according to a news release.
Heartland reported that it had acquired the Titanium’s intellectual property from Glendale last summer, including patents, trademarks and industrial design rights. Oakville, Ontario-based Glendale, which filed for bankruptcy in January 2010, dominated the Canadian fifth-wheel marketplace with its Titanium lineup.
“We acquired all the patents, so we will be the only company offering this highly innovative design,” said Coley Brady, vice president of sales for Heartland. “Everyone familiar with the industry – trade and consumer – recognizes the Titanium cabover cap as one of those engineering advances that really impacts the market. We will be offering the Titanium front cap in our luxury Bighorn fifth-wheel brand along with the Road Warrior and Cyclone toy hauler lines.”
“Essentially, a 32-foot trailer offers the same living area as a 37-footer because the nose of the trailer can accommodate a bedroom and wardrobe,” Brady said. “And because there is approximately 15% less trailer to tow, it significantly cuts down on sway while improving gas mileage for the tow vehicle.”
Heartland is going into full production this month with the Bighorn Ti32, Road Warrior 30C and Cyclone 300C, all providing 37 feet of living space in a 32 ½-foot towing length, along with the Cyclone 370C offering 42 feet of living area in a 38-foot length. The two toy hauler lines will be equipped with Heartland’s Superslide, which affords 7 ½ feet of headroom, and the Bighorn model will be available with a standard royal maple wood grain or optional antique, hand-rubbed glazed pecan.
Brady said the new lines debuted to strong dealer response from Heartland’s dealer body at the recently completed National RV Trade Show in Louisville, Ky.
“We made the decision to incorporate the technology into existing lines versus coming out with a completely new brand,” Brady said. “Our dealers recognized that the Titanium models add tremendous franchise value, offering a sought-after, salable feature in brands that are already strong performers.”
Brady noted that consumers were also excited about the reprised Titanium front cap, including Tony Lane, owner of the online-based Titanium RV Owners Group. Lane, who resides in Tillonsburg, Ontario, noted that the Heartland design successfully “carries on the Glendale Titanium tradition.”
“The Heartland model will be my eighth since 2002,” Lane said. “The Titanium is the most stable trailer that I have ever towed, which is important because I put a lot of miles on my RV. The one thing I really notice is that you never get sucked in when you pass a semi. It also has a very comfortable, spacious living space.”
By
RV Business
December 23, 2010
Heartland Recreational Vehicle LLC’s retro-styled MPG ultra-lightweight travel trailer will be showcased as part of a one-hour TV special on HGTV filmed during last September’s Pennsylvania RV and Camping Show in Hershey, Pa.
The eco-friendly MPG, sporting aluminum-and-fiberglass construction and an aerodynamic teardrop design, caught the eye of host HGTV Chi-Lan Lieu who toured the annual consumer event searching for the hottest trends in today’s RV market, according to a news release.
The special is set to air Jan. 1 at 4 p.m. EST on the popular cable channel. Chi-Lan Lieu
“One of the things that stands out with the MPG is its true teardrop shape,” said Ryan Wiese, sales representative for the Elkhart, Ind.-based builder. “It gives the trailer a very unique look and offers a lot more headroom than the competition because the rear end is rounded versus slanting down. But what really struck a note with HGTV is that we are bringing a full-featured, competitively priced laminated trailer to market that can be towed by most crossover vehicles and mini-vans.”
With a dry weight under 3,000 pounds, the aluminum-and-fiberglass MPG is available in eight 19-foot floorplans, six featuring a single slideroom and two offering a hybrid design with tent extensions. Originally targeted to attract a younger, more active buyer, Wiese said the demographic had broadened since the brand’s debut at the 2009 Louisville Show.
“Experienced RVers are seeing the MPG as a getaway or everyday unit to complement their larger trailer,” he said. “They also recognize the brand’s overall craftsmanship and styling. The MPG really has opened up a new market for our dealer body because its appeal has proven to be across-the-board.”
Equipped with a one-piece, seamless fiberglass roof, the MPG is available with an optional high-gloss, platinum fiberglass package that creates a distinctive, contemporary look enhanced by a choice of four colorful exterior graphics. Floorplans are designed to be versatile and maximize interior space with a spacious kitchen pantry and two models featuring fold-up bunk beds and a larger baggage door.
The MPG is also packaged with a host of standard amenities normally representative of higher-priced trailers such as A/C, microwave, two-burner cooktop and an AM/FM CD/DVD player equipped with an iPod connection and compatible with discs from digital cameras. Other key set-apart features include retro-style aluminum wheels, optional TV, 15-inch tires and rear bumper with a hitch receiver and built-in sewer hose storage.
“In just one year, the MPG has proven to be one of the hottest sellers in one of the hottest segments of the travel trailer market,” said Brian Linn, brand manager. “I think it was MPG’s striking design – a unique blend of contemporary and retro – that attracted HGTV for its upcoming special. But ultimately it’s Heartland’s ability to offer affordability without sacrificing structural integrity or those sought-after features that has made the MPG a big hit with consumers, and a tremendous value for our dealer body.”
By
RV Business
December 16, 2010
Heartland RV LLC is targeting three key segments of the high-volume travel trailer market with its newly expanded North Country brand, designed to create superior franchise value for dealers and streamline the buying process by offering more standards and fewer options, according to a news release.
Debuting at last month’s 48th Annual National RV Trade Show in Louisville, Ky., to strong dealer response, North County now offers three distinctive price points in the heart of the travel trailer sector – the entry-level North Country Trail Runner Edition and already proven North Country series, both traditional wood framed/aluminum sided and loaded with standards, along with the laminated North Country Lakeside Edition. The retooled lineup represents a consolidation of Heartland’s North Country and Trail Runner lines that already outperformed the travel trailer sector with a 107% year-over-year market share increase through September, according to Statistical Surveys Inc.
“Heartland has created tremendous value for our dealer body in a market that has traditionally been solely driven by price,” said Sean Ryan, general manager for the Elkhart, Ind.-based builder. “By packaging set-apart amenities as standard, the new North Country is simply the best equipped travel trailer line in the marketplace and still priced right in line with the competition.”
“The goal was to offer logical step-ups for our dealers within one brand,” added Chris Stender, brand manager. “We also made it easier to order product by building in more standard features. In turn, that creates a quicker turnaround because retailers can sell out of existing inventory opposed to ordering a unit for a minor option not on a stock unit.”
Highlights of the three models include:
North Country Trail Runner Edition: Offering eight floorplans, some available with a single slideout, the series ranges in lengths of 19 to 30 feet with MSRP’s running from $13,573 to $22,753. Key standard features that distinguish the line in the highly competitive entry-level market include 7-foot interior ceiling height, power awning, skylight, screwed cabinetry and ball bearing drawer guides, CD/DVD stereo systems with exterior speakers, ducted AC, tinted windows, radial tires and a bumper extension/cargo carrier.
North Country: With eight floorplans in lengths of 26 to 32 feet and one or two sliderooms, the North Country lineup is sharply priced with MSRP’s ranging from $20,433 to $24,073. It shares the lengthy list of standards offered in the Trail Runner Edition while adding amenities like power stabilizer jacks, hide-a-bed with air mattress and 26-inch flat screen TVs.
North Country Lakeside Edition: Offering the same floorplans as North Country, the optional Lakeside package features aluminum-framed, laminated fiberglass sidewalls and other high-end upgrades.
“I’ve been at this 17 years, and I’ve never been as excited about a new product introduction,” said Ryan. “Heartland made its mark by offering a tremendous value for consumers in terms of price, overall quality and innovative features. The new North Country is an extension of that formula, and it was accomplished in one of the most competitively priced sectors of the market.”
By
RV Business
November 15, 2010
Designed with the structural integrity and discerning features to accommodate a full-time RVing lifestyle, Heartland Recreational Vehicles LLC introduces the new generation of Landmark luxury fifth-wheels.
The redesigned Landmark, which will be on display at this month’s National RV Trade Show in Louisville, Ky., is built with an integrated system of laminated fiberglass sidewalls, flooring and roof to increase durability while reducing overall weight, according to a news release.
“The construction is tailored to meet the demands of all-weather conditions and the rigors of full-time use,” said Kary Katzenberger, brand manager for the Elkhart, Ind.-based builder’s Landmark and Bighorn fifth-wheel lines. “In addition to achieving increased strength and a lighter weight, fiberglass affords superior thermal insulation and noise reduction over wood-framed products. To back that up, we offer a warranty for full-time living on the entire Landmark line that gives the consumer peace of mind.”
Katzenberger reported that the Landmark has already been building a backlog and will begin shipping to dealers by the end of the month, including Lazydays. “The entire organization of Lazydays is very excited to get the Landmark in their line-up of high-end luxury RVs,” said Ken Stumpe, sales manager for the Seffner, Fla.-based retailer.
Katzenberger noted that a pivotal piece in the redesign was to combine the Landmark’s robust exterior construction with an attention to residential-style interior features that address both convenience and comfort. Initially available in four floorplans ranging in lengths from 38 to 41 feet, the Landmark series sports new high-end decors and layouts that provide versatile seating arrangements and optimal storage for full-time living.
“The Landmark is loaded with industry-first amenities, including a residential, eco-friendly ‘body spa’ shower head from Oxygenics that significantly cuts down on water usage,” he said. “We also wanted to create an attractive environment that is functional and maximizes living space, which is vital to the full-time consumer.”
Units are equipped with three to four sliderooms, including a deeper bedroom slideout that offers the “biggest bedroom in the industry,” according to Katzenberger. The Landmark also boasts Heartland’s new “Mega Shower” that is 90% larger than the industry standard and outdates the neo-angle shower used in most fifth-wheels today.
Katzenberger added, “Our goal, as with all our products, was to supply our dealer body with the best value in the full-time fifth-wheel market. Landmark hits key price points with better quality and more features than the competition.” MSRP’s for the redesigned Landmark start at $68,000 with GVWR’s ranging from 16,000 pounds to 16,550 pounds.
Highlights for the new line include:
A “Suites” bedroom/bathroom arrangement, featuring a large linen closet with room for a stackable washer/dryer; 30% larger walk-in front wardrobe; a 30% larger dresser with six larger drawer and overhead cabinets.
Option packages offering an auto-leveling system, back-up camera with wireless monitor and a “Yeti Extreme Cold Weather Package” that includes heated holding tank pads, radiant technology insulation in the front and rear caps with an R-38 equivalent rating, and a heated main water line with a low-volt polymer heating cable.
All-new exterior graphics and three elegant, residential-style interior decors set off by glazed pecan cabinetry.
Kitchens equipped with a large, stainless-steel sink, solid-surface stove covers and an optional Dometic Elite 4-door refrigerator.
Dexter axles, frameless exterior windows and Goodyear tires are standard.
By
RV Business
November 8, 2010
Charged with extending Heartland Recreational Vehicle LLC’s record of vigorous growth and expansion, Coley Brady was recently named vice president of sales and will oversee development of 13 travel trailer and fifth-wheel brands for the Elkhart, Ind.-based builder.
Brady, 32, joined Heartland seven years ago after graduating with an accounting degree from the University of Notre Dame and serving as a CPA for a major Chicago firm. He worked in sales and as a brand manager for Heartland before being promoted to director of fifth-wheel sales in 2008, according to a news release.
“I started with Heartland six months after the first unit rolled off the line,” said Brady. “It’s been exciting and rewarding to have played a part in the phenomenal market share growth that established Heartland as one of the industry’s leaders. Going forward, however, we will not become complacent. We will continue to be innovative and aggressive with product development and, in turn, continue to build franchise value for our dealer body.”
Brady will direct sales operations for all of Heartland’s brands except the newly introduced Prowler series, which was part of the company’s purchase of Fleetwood Enterprises Inc.’s towable brands last February. His promotion comes in the wake of Thor Industries Inc.’s September acquisition of a controlling interest in Heartland from private equity firm Catterton Partners.
The Elkhart native said one of his key objectives was to gain ground in the high-volume travel trailer sector. After entering the marketplace in May of 2007, Heartland has strategically broadened its brand and floorplan selection, owning a 4.2% market share through August, according to Statistical Surveys Inc. Serving as a yardstick, Heartland has built a 13.1% market share among all domestic fifth-wheel builders since entering the industry with its Landmark luxury fiver line.
“The goal is to see market share gains on the travel trailer side similar to what we have accomplished in the fifth-wheel sector,” he said.
Brady emphasized that the core of Heartland’s success stemmed from its commitment to its dealer body, which has grown to include 604 locations nationwide.
“The thing to remember is that your dealer relations are only as strong as your product,” he said. “We have been working hard to make sure our price points are carefully thought out and strategically positioned to deliver an outstanding investment opportunity for our dealers. That’s what earns dealer loyalty.”
Heading into this month’s National RV Trade Show in Louisville, Ky., Brady said that the builder was on target to cap off its strongest year to date.
“We will not be debuting any new brands at the show, but we will have plenty to talk about with over 30 terrific and exciting new floorplans on display along with some really exciting new features,” Brady said. “Louisville represents the start of another year of growth for Heartland.”
By
RV Business
October 21, 2010
Heartland’s new Prowler towables, a brand name that harkens back for decades as one of Fleetwood Enterprises Inc.’s towable mainstays, will consist of a wood-and-aluminum travel trailers and laminated travel trailers and mid-profile fifth-wheels when the line is up and running.
The new Prowler brand is still in its infancy after a brief cameo trade appearance in early October at the Recreation Vehicle Dealers Association International Con/Expo. “We haven’t shipped one Prowler yet,” said Prowler General Manager Nick Eppert. “We’re really going to take the month of November to hand-select some key dealers. We are taking a long-term approach to this brand and do not intend on flooding the market with dealers.”
”This strategy should help to ensure our dealers’ and the Prowler brands’ success in the marketplace.”
Eppert says the Prowler, one of several Fleetwood brands purchased out of the former Fleetwood’s Chapter 11 bankruptcy, will be the only ex-Fleetwood line at Louisville.
“It’s an all-encompassing brand from mid-profile fifth-wheels down to ‘stick-and-tin-trailers,’ which makes it unique,” Eppert added. “And it gives us a totally different look. It’s going to have new wood grain interiors and certain select features that you won’t find in any of our other brands.”
By
RV Business
September 28, 2010
Heartland Recreational Vehicles LLC announced it has introduced an all-new website.
The website features a modern Web 2.0 look and feel utilizing cutting-edge programming technology to deliver product and company information, photography and video in a user-friendly and organized manner, according to a news release from the Elkhart, Ind.-based company.
The new product selector and buyers guide puts the power of the web into the hands of shoppers to virtually take them by the hand through hundreds of available RVs directly to those models that fit their personal criteria. Once there, shoppers receive all the information and tools necessary to finalize their buying decision. Then they can find a dealer near them and go to the dealership educated about and ready to buy Heartland products.
“Our focus throughout the development process was to enhance our viewers’ experience through ease-of-use, performance, brand awareness and product education,” said Steve Lidy, director of marketing.
Heartland’s 17 brands and 210 RV models, along with more than 2,000 product images and 127 pages of company and product information — plus dozens of virtual tours — all reside on a dedicated server ready to deliver a robust RV Internet experience to Heartland customers.
For more information visit the website at www.heartlandrvs.com.
By Steve Bibler
RV Business
September 17, 2010
Thor Industries Inc. has bought a controlling interest in Elkhart, Ind.-based Heartland Recreational Vehicles LLC. The purchase price is $200 million.Heartland logo
The acquisition, Thor’s first major purchase since 2005 and just two weeks after its 30th anniversary, has been rumored for several days.
Catterton Partners, a leading consumer-focused private equity firm in North America, today (Sept. 17) announced that it sold its controlling stake in Heartland for cash and stock.
Heartland recorded sales the last 12 months in excess of $400 million.
Under Thor’s ownership, Heartland RV will continue to operate under the Heartland name and will maintain its current brand portfolio. Heartland will remain headquartered in Elkhart and will continue to be led by the company’s current management team under CEO Brian Brady.
“We are proud of the dramatic growth that Heartland has experienced, and we believe that the transaction with Thor will further accelerate Heartland’s growth,” said Scott Dahnke, managing partner of Catterton Partners. “This transaction pairs Heartland with the most successful RV company in the world; we are confident that it will be a winning combination for Heartland dealers and consumers. Industry fundamentals remain strong, and with Thor’s breadth, scale and financial resources, Heartland can continue to offer its dealers and consumers the highest quality products for great value, while continuing its record of product innovation and outstanding service. We are excited to be Thor shareholders and look forward to the substantial upside inherent in the combined company.”
“We are very excited about this transaction as it clearly benefits our dealers, our employees, our customers, and the entire Heartland family. Under Thor’s ownership, we will have access to increased financial and operational resources which will enable us to continue our strong momentum in the marketplace,” said Brady. “I want to thank our employees for their hard work and dedication to Heartland; their efforts have been a critical part of our success. We are pleased to bring Heartland’s creative energy and relentless commitment to excellence to the Thor family. The entire Heartland organization looks forward with great anticipation to continuing to offer our dealers and consumers the same best-in-class products and innovations that they have come to expect from Heartland.”
Since partnering with the Heartland founders in early 2007, Catterton has worked with the Heartland management team to enable the company to become the fourth largest manufacturer of towable RVs in the U.S., up from the 12th position at the time of its investment. Over this period, Heartland has quadrupled its sales, earnings and market share by expanding its geographic reach, introducing innovative new product lines, and enhancing the overall customer experience, all while maintaining strong relationships with its loyal dealers. Recently, with Catterton’s support, Heartland also enhanced its brand portfolio through its acquisition of Fleetwood Enterprises’ towable brand portfolio.
Heartland is a leading manufacturer of towable recreational vehicles in the U.S. The company markets over 15 brands of fifth-wheel and travel trailer RVs and has captured the No. 3 market share in the fifth-wheel category. Heartland’s towable RVs are sold through an independent network of dealers throughout the United States and Canada. The company has over 1,000 employees.
About Heartland
Heartland was founded in January 2005 by Brian Brady and four others, Tim Hoffman, Doug Lantz, Jon Rhymer and Scott Tuttle. Lantz and Tuttle have since sold their interest in the company. Jack Culbertson subsequently became a minority owner.
In 2007, Catterton Partners, a private equity firm, made a significant investment in Heartland, which allowed the company to go forward on a major expansion and new product introductions beyond its fifth-wheel product lines.
In sharp contrast to an industrywide downturn in 2009 towable sales, Heartland showed pronounced year-over-year gains punctuated by a 43.3% increase in overall market share growth, according to a news release.
According to Statistical Surveys Inc., the Elkhart, Ind.-based builder posted a 6.1% increase in unit sales, while moving to the No. 4 spot among all towable builders for the year. Conversely, towable sales dropped 25.9% industrywide with the majority of builders incurring a decline in unit sales from 2008.
In particular:
For the full year, Heartland ranked as the No. 3 fifth-wheel manufacturer with 11.3% of the overall market share – buoyed by a 19.2% jump from 2008 – while its luxury BigHorn line ranked No. 3 among all brands with 9.8% market share growth. During December, the company increased fifth-wheel market share from 12.3% to 13.2%. Industrywide, year-over-year sales in the sector dropped 29.9% in 2009.
After entering the travel trailer sector in May 2008 with its lightweight North Trail line, Heartland made significant strides last year to move into the upper tier of manufacturers with a 152% gain in market share and a No. 10 ranking. For December, the builder upped travel trailer unit sales by nearly 46% and improved market share from 2.5% to 3.4%. Industrywide, travel trailer sales fell 23.5% for the 12 months.
Heartland announced in February that it purchased the remaining trademarks of the towable brands of Fleetwood Enterprises and intended to build the product in Elkhart County.
That plan has been delayed in recent weeks as the deal with Thor was being struck.
About Thor
Thor Industries, Inc., was founded on Aug. 29, 1980, when Wade F. B. Thompson and Peter B. Orthwein acquired Airstream Inc., Jackson Center, Ohio, the most recognized name in the industry. Despite its venerable image, Airstream had not fared well during the economic downturn of the late 1970s. By focusing on improving quality while reducing costs, Airstream had returned to profitability in its very first year under the new Thor management.
By 1982 Thor was strong enough to purchase the Canadian company General Coach, which manufactures travel trailers and fifth-wheels in Hensall, Ontario, and Okanagan, British Columbia. (Thor subsequently sold this company earlier this year.)
In 1984 Thor became a public company and in 1986 was listed on the New York Stock Exchange. That same year, Forbes Magazine ranked Thor No. 6 out of the “200 best small companies in America.”
In 1988, Thor entered the small and mid-size bus industry with the acquisition of ElDorado Bus. In 1991, National Coach was purchased and the two companies operated under the ElDorado National trademark, with plants in California and Kansas.
Also in 1991 Thor acquired Dutchmen Manufacturing Inc., now one of the leading brands of travel trailers and fifth-wheels. Four Winds International Corp., manufacturer of Class A and Class C motorhomes, was acquired in 1992. Komfort Corp., builder of trailers and fifth-wheels, became part of the growing Thor family in 1995. 1996 saw the start-up of Thor California, which became one of the most successful RV start-ups.
In 1998, Thor solidified its leadership in the bus industry with the acquisition of Champion Bus.
When Thor joined forces with Keystone RV in 2001, the company achieved an unprecedented dominance within the RV industry. With the acquisition in 2003 of Damon Corp., manufacturer of Class A motorhomes, and Breckenridge, builder of park trailers, and the addition of Crossroads RV in 2004, this dominance was complete.
Finally, in 2005, Thor acquired Goshen Coach to round out its holdings in the small and mid-sized bus industry.
Over the years Thor has received many honors for its growth and management success. In January 2000, Forbes included Thor in its Platinum 400 list, and in April, 2004, Thor was added to Standard & Poor’s Mid-Cap 400. Also in 2004, Forbes declared Thor to be one of the “Best Managed Companies in America.”
In 2005, Fortune called Thor one of “America’s Most Admired Companies,” and Industry Week ranked Thor as one of the 50 best U. S. manufacturers. Thor has become one of the most admired and respected companies, not only in the RV and bus industries, but in American business as well.
Wade Thompson died in November 2009 after a long battle with cancer. Orthwein was named chairman and CEO.
About Catterton Partners
With more than $2.5 billion under management, Catterton Partners is the leading consumer-focused private equity firm in North America. Since its founding in 1989, Catterton has leveraged its investment capital, strategic and operating skills, and network of industry contacts to establish one of the strongest private equity investment track records in the middle market consumer industry.
Catterton Partners invests in all major consumer segments, including food and beverage, retail and restaurants, consumer products and services, and media and marketing services. Representative investments that Catterton Partners has led include Breyers Yogurt, Cheddar’s Restaurants, O.N.E. (One Natural Experience) beverages, Nature’s Variety Pet Food and Restoration Hardware. Representative realized investments include Baja Fresh Mexican Grill, Build-A-Bear Workshop, Frederic Fekkai, Kettle Foods, Odwalla, P.F. Chang’s China Bistro and Wellness Pet Food.
By
RV Business
September 17, 2010
The pursuit of sales leadership in the RV industry has often been referred to in recent years as a “two-horse race” between Jackson Center, Ohio-based Thor Industries Inc. and Elkhart, Ind.-based Forest River Inc., both of which specialize in the manufacture of towable recreational vehicles.
And the stakes in that ongoing race were raised today (Sept. 17) with the surprise announcement that Thor Industries Inc. has purchased competitor Heartland Recreational Vehicles LLC for $100 million in cash and 4.3 million shares of Thor stock. The purchase was valued at approximately $209 million, based on Thor’s closing price on Thursday.
It was news in which Wall Street took great interest, as Thor stock rose sharply at today’s opening and was $2.20 higher at $27.65 in early-afternoon trading. When this story was posted, Thor’s stock had climbed to over a one-month high and had also recrossed its 50-day moving average, the RTT Service noted. Thor stock rose 9.9% by day’s end, closing at $27.95 per share, the fifth highest percentage gainer of the day, on volume of 1.32 million shares.
“Heartland’s strong growth has been driven by a culture of innovation, competitive products, and attention to the retail customer,” said Peter B. Orthwein, chairman, CEO and president of Thor, which posted $2.3 billion in revenues ($1.85 billion in RVs) for the fiscal year, ended July 31. “Thor’s new relationship with Heartland will bring many operational synergies to all Thor companies including purchasing and lean production processes, among others.”
Thor’s purchase of Heartland, the No. 3 builder of fifth-wheels and No. 6 assembler of travel trailers, creates some daylight between Thor and Forest River, which had been closing rapidly on Thor’s once-thought insurmountable lead in the RV market – at least for now.
Heartland produced in excess of $400 million in sales over the last 12 months. Its year-to-date unit production through June 30 was 5,003 units, according to Statistical Surveys Inc. (SSI).
When the Heartland numbers are factored in with Thor’s, the combined company sold 32,123 towable and motorized units through the first half of the year for a 35.1% market share compared to Forest River’s 26,144 units, or 28.6%.
Without the Heartland acquisition, Thor’s year-to-date lead over Forest River was a marginal 876 units.
Looking strictly at towables, the gap widens further. With Heartland, Thor’s towable sales total 30,343 units vs. Forest River’s 20,233. The Forest River numbers in all circumstances include its Coachmen and Prime Time divisions.
“We’ve been No. 1, and this kind of extends our lead,” Ron Fenech, Thor’s RV group president, told RVBUSINESS.com today following his publicly held company’s blockbuster announcement. “But, really, for me, I like being No. 1. But I just want to be great. The numbers will take care of themselves.”
“Over the past five years, Heartland has been a tough competitor,” Fenech continued. “They’re very innovative in their designs, and I’m excited to have them as part of our team.”
RVBUSINESS.com pointed out that no company has absorbed as much market share as Thor now does, certainly since the heyday in the 1980s and ‘90s of California-based Fleetwood Enterprises Inc. But Fenech, for his part, drew a distinction between Thor and Fleetwood of old.
“Fleetwood over the years had very large market share when they were in their prime,” he said. “How Thor is different from Fleetwood is that Fleetwood was a very centralized organization and I think over time they lost touch with the customer because they became so centralized in their thinking that they couldn’t respond to what was going on in the marketplace.
“With Thor, our market share is broken up into many different companies, each doing their own designs, each having their own culture, each finding their way in the marketplace. Our goal is to be very responsive while still benefiting from some of the purchasing advantages you have by buying the quantities of material that we do.”
Thor, according to Fenech, plans to continue that same kind of a management approach. “Very much so,” he said. “Heartland’s going to remain independent, just like our other companies, and the entire management team is being held in play.”
By the same token, Fenech noted, Heartland’s culture will meld well with Thor’s, despite several years of intense competition.
“Well, there’s always a transition that takes place, and what made Heartland great is what makes all good companies great, and that’s that feeling of ownership, that feeling that ‘we control our own destiny,’ and that very much fits with the culture within Thor,” he said. “You know, Keystone tripled in size after its acquisition by Thor, and we were allowed to run our own game, and that’s very much a philosophy that we’ve had within Thor and that Heartland will operate under.”
Heartland has been the fastest growing RV manufacturer in recent years, percentagewise. Its brands include Bighorn, Sundance, Cyclone, North Country, and North Trail, sold through a nationwide network of dealers.
By
RV Business
September 17, 2010
Upon seeing the news this morning (Sept. 17) of the $200 million acquisition of Heartland Recreational Vehicles LLC by Thor Industries Inc., industry insiders have been speculating as to whether Heartland President and CEO Brian Brady will stick around for the long haul.
You know, they speculate, why should he?
A veteran of Coachmen Industries Inc., Holiday Rambler Corp., Damon Corp. and Heartland, Brady’s been through the business wars – and economic cycles – for years. He’s cashed out well from his latest venture, a company that’s been generating sales of about $400 million a year.
Besides, he’s now being called upon to operate Heartland as a unit of a company with which he and Heartland’s 1,000 employees had intensely competed in the towable RV arena.
But Brian Brady isn’t going anywhere. Nor, for the record, does he mind doing business with a company that until recently was viewed as a formidable rival.
“We have always viewed Keystone as the class of the industry – you know, Thor in general terms and Keystone being the crown jewel in their portfolio,” Brady told RVBUSINESS.com. “We at Heartland have had an immense respect for the Keystone team, and in many respects we admired their significant accomplishments.
“You know, with that said, I think we were able to demonstrate that we could compete effectively with them, and we did. And I would imagine, with the way Thor manages, that we’re going to continue to compete with Keystone. But, you know, for me personally and the other initial investors in Heartland, we’re essentially owners of Thor now. So whether Heartland wins or Dutchmen wins or Keystone wins, we all win.”
As for his own personal career moves, again, Brady says he’s staying put rather than fleeing the day-to-day stress of the business world. “Yes, I am staying for the foreseeable future,” he said. “I have no plans at this point to disengage from Heartland and Thor. And I’ve made that commitment to Ron Fenech and Peter Orthwein.
“To be honest with you,” he added, “I feel really reinvigorated. I’m looking forward to getting this week behind us and going back to work on Monday.”
Fact is, Brady still enjoys the game.
“I do, and I enjoy the game because of the people with whom I work. We’ve really got such terrific people at Heartland. You know, Heartland is no different than any other successful enterprise in any industry. At the end of the day, it comes down to the team – the men and women around whom you build your business.”
By
RV Business
August 25, 2010
Elkhart, Ind.-based Heartland Recreational Vehicles LLC today (Aug. 25) announced the promotion of industry veteran Mike Creech to director of travel trailer sales.
Creech, 39, has logged 12 years in the industry, the past four with Heartland as brand manager for the company’s North Trail, Edge, Focus and MPG lightweight travel trailer lines. Prior to joining Heartland, he served as national sales manager for Monaco Coach Corp.’s McKenzie travel trailer division.
“Heartland is a very fast growing, aggressive company,” said Creech. “My goal is to continue moving forward and pushing our market share higher in this highly competitive sector of the marketplace.”
Creech noted that Heartland entered the travel trailer market around three years ago and currently builds eight separate brands. “We cover the gamut, from stick-and-tin to lightweight laminated units along with extended stay/park model trailers,” he said.
Creech, a native of Osceola, Ind., earned his bachelor’s degree from Indiana University and a master’s from the University of Texas in sociology/criminal justice.
Heartland currently markets more than 15 brands of fifth-wheels and travel trailers and has captured the No. 3 market share in the fifth-wheel category. Heartland’s towable RVs are sold through an independent network of dealers throughout the United States and Canada. The company has more than 1,100 employees.
By
RV Business
June 9, 2010
Heartland Recreational Vehicles LLC today (June 9) announced plans to aggressively revive the iconic Prowler brand, launching production of the former legendary Fleetwood towable line late this summer in a dedicated production facility.
Heartland acquired the Prowler brand among a portfolio of 15 brands from Fleetwood Enterprises Inc., which filed for bankruptcy protection in March 2009. The decision to launch the Prowler series was based on its popularity and incredibly strong brand recognition in the marketplace, according to a news release.
“We view Prowler as arguably the greatest towable name in the history of the recreational vehicle industry,” said Tim Hoffman, vice president of sales for the Elkhart, Ind.-based builder.
“The response from dealers and consumers alike has been overwhelming once people heard that we had acquired the Prowler brand,” added Heartland Director of Sales Coley Brady.
He said Heartland is planning an invitation-only dealer showing for Prowler this summer. “As testament to Prowler’s strength in the market, for 13 years straight Prowler was the No. 1 selling travel trailer and fifth-wheel brand combined (according to Statistical Surveys, Inc.) — a run that has not been repeated.”
Brady said that Heartland will initially offer a wide range of towable products under the Prowler brand. “We have doubled our Louisville show space in anticipation of displaying a series of new product lines bearing former Fleetwood nameplates, Prowler being one,” Brady said.
In line with Heartland’s other towable offerings, the Prowler products will represent “an exceptional and exciting value at retail,” according to Hoffman.
“Prowler will offer RVers unique, set-apart features at some very key price points,” he said. “We have engaged an interior designer specifically for the Prowler launch to ensure that we are developing products that are totally in line with what today’s buyer desires.”
Hoffman added that “Prowler will feature intelligent differentiation from existing Heartland products that are obviously performing exceptionally well in a very competitive market.”
Heartland currently markets more than 15 brands of fifth-wheels and travel trailers and has captured the No. 3 market share in the fifth-wheel category. Heartland’s towable RVs are sold through an independent network of dealers throughout the United States and Canada. The company has more than 1,100 employees.
By
RV Business
June 4, 2010
Heartland Recreational Vehicles LLC will be one of the presenting companies at Imperial Capital LLC’s second annual Consumer Summit on June 10 at The SLS Hotel in Beverly Hills, Calif.
Over 30 leading private and public branded consumer companies will discuss their growth strategies, consumer trends and brand positioning in the current market environment.
By
RV Business
May 7, 2010
Heartland Recreational Vehicles LLC has announced the promotion of Kary Katzenberger to brand manager for the company’s Bighorn and Landmark luxury fifth-wheel lines, effective May 10.
Katzenberger, 41, joined Heartland in August of 2007, serving as regional sales manager for the builder’s Greystone and Sundance fifth-wheel brands in the East Coast territory. Previously, the Elkhart native managed a Honda retail outlet in Illinois after logging several years in the wholesale conversion van sector.
“During his time at Heartland, Kary has been a top producer,” said Coley Brady, Heartland director of fifth-wheel sales. “His dedication, commitment to hard work and travel, and his ability to sell have earned him the respect of his co-workers and our dealers and, as a result, this promotion.”
The Landmark and Bighorn represent Heartland’s first two entries into the high-end fifth-wheel sector after the company launched production in early 2004. Both lines have consistently gained market share since introduction and currently rank among the industry’s best-selling fifth-wheel brands.
“My main responsibility will be to continue to grow brand recognition and capture market share for Heartland’s flagship division,” Katzenberger said, noting that the Bighorn line earned the No. 3 ranking among all fifth-wheel lines in February, according to Statistical Surveys Inc. “I am working with a dedicated, experienced team, and our shared goal is to increase sales for both brands. I also look forward to working with our strong network of dealers.”
By
RV Business
April 1, 2010
Battered by the recession, there’s more news that Elkhart, Ind., is on the mend, according to the South Bend Tribune.
Heartland Recreational Vehicles LLC, a manufacturer of RVs and travel trailers, said late Monday (March 28) it will expand its operations in Elkhart, creating up to 265 new jobs by 2013.
The announcement came in a press release from the Indiana Economic Development Corp.
Heartland Recreational Vehicles, which manufactures fifth-wheel, lightweight and extended-stay RVs, will invest more than $2.6 million to purchase and equip a 125,000-square-foot manufacturing plant, according to the release.
Heartland announced in February that it purchased the remaining trademarks of the towable brands of Fleetwood Enterprises, which filed for bankruptcy protection in 2009.
Heartland Recreational Vehicles, which employs 1,050 people in Elkhart County, plans to begin hiring additional manufacturing and supervisory personnel immediately as the new product lines are phased in.
The acquisition of the former Fleetwood brands will allow Heartland to expand into markets in the western United States.
“Our ability to gain ground in a down market has clearly positioned Heartland to make tremendous market share gains and further grow our dealer body in 2010,” Brian Brady, president and CEO of Heartland Recreational Vehicles, said in the release. “This is shaping up to be the best year in our history.”
Founded in 2003 as a manufacturer of high-end fifth wheel recreational vehicles, Heartland RV has expanded into the mid-profile, lightweight and travel trailer markets. In 2006, the company broke ground on its current 110,000 square-foot Elkhart headquarters.
The Indiana Economic Development Corp. offered Heartland RV up to $885,000 in performance-based tax credits based on the company’s job creation plans.
The city of Elkhart will provide additional property tax abatement at the request of the Economic Development Corp. of Elkhart County.
The abatement amounts to a five-year property tax phase-in, for real and personal property, said Barkley Garrett, economic development manager for the city of Elkhart.
With the phase-in, they will not pay 100% taxes on real and personal property until year six, Garrett said.
The company has committed the 265 additional jobs by mid-2013.
It is not known if those are part of the 400 additional jobs announced in November. Company officials did not return calls to the Tribune.
“It’s a company that has weathered the storm very well,” said Garrett. “They have not been around very long but considering how long they have been around, they are a significant employer.
“They have 1,050 jobs here in Elkhart County, so they are a major player in the city and Elkhart County and also in the RV industry.
“They are a company we certainly want to see stay here and grow here.”
The tax phase-in is expected to get final formal approval at the April 19 city council meeting, Garrett said.
“It’s a good step for Elkhart and Elkhart County,” Garrett added. “We need to take care of our existing companies.”
By
RV Business
March 30, 2010
Heartland Recreational Vehicles LLC announced Monday I(March 29) that it will expand its operations in Elkhart, Ind., creating up to 265 new jobs by 2013, according to a state government news release.
The company, which manufactures fifth-wheel, lightweight and extended stay RVs, will invest more than $2.6 million to purchase and equip a 125,000-square-foot manufacturing facility formerly used by Damon Corp. Heartland announced in February that it has purchased the remaining trademarks of the towable brands of Fleetwood Enterprises Inc., which filed for bankruptcy protection in 2009.
“Elkhart’s recreational vehicle industry continues to show resilience in the face of a tough national economy,” said Mitch Roob, Indiana’s secretary of commerce and CEO of the Indiana Economic Development Corp. “Heartland’s investment further proves that Elkhart’s traditional industries will play an equal part with emerging sectors in bringing new opportunities to this region.”
Heartland Recreational Vehicles, which employs more than 900 workers, plans to begin hiring additional manufacturing and supervisory associates immediately as the new product lines are phased in. The acquisition of the former Fleetwood brands will allow Heartland to expand into markets in the Western United States.
“Our ability to gain ground in a down market has clearly positioned Heartland to make tremendous market share gains and further grow our dealer body in 2010,” said Brian Brady, Heartland president and CEO. “Accordingly, we have been proactive to make sure that we are in step with demand, growing our workforce, expanding our Elkhart complex and making sure we continue delivering product at industry-best standards. This is shaping up to be the best year in our history.”
Founded in 2003 as a manufacturer of high-end fifth-wheels, Heartland RV has expanded into the mid-profile, lightweight and travel trailer markets. In 2006, the company broke ground on its current 110,000 square-foot Elkhart headquarters.
The Indiana Economic Development Corp. offered Heartland RV up to $885,000 in performance-based tax credits based on the company’s job creation plans. The city of Elkhart will provide additional property tax abatement at the request of the Economic Development Corp. of Elkhart County.
“We’re excited about Heartland RV’s announcement to expand their operations in Elkhart,” said Mayor Dick Moore. “This shows the resiliency of the RV industry. Elkhart has been and will continue to be the RV Capital of the World.”
Heartland is a leading manufacturer of towable recreational vehicles in the U.S. The company markets over 15 brands of superior fifth-wheel and travel trailer RVs and has captured the No. 3 market share in the fifth-wheel category. Heartland’s towable RVs are sold through an independent network of dealers throughout the United States and Canada. The company has over 900 employees. For more information about Heartland, visit www.heartlandrvs.com.
Created by Gov. Mitch Daniels in 2005 to replace the former Department of Commerce, the Indiana Economic Development Corp. is governed by a 12-member board chaired by Daniels. Mitch Roob serves as the chief executive officer of the IEDC. For more information about IEDC, visit www.iedc.in.gov.
By
RV Business
March 23, 2010
Building on last year’s momentum, Heartland Recreational Vehicles LLC turned strong sales numbers in January with a 45% year-over-year gain in market share spurred by a 29.8% increase in unit sales, according to a news release.
According to Statistical Surveys Inc. (SSI), the Elkhart, Ind.-based builder notched pronounced growth in both travel trailer and fifth-wheel sales vs. a 10.6% decline in towable registrations industrywide. Highlighting the January report, three Heartland fifth-wheel brands were ranked in the top 10 in terms of overall market share.
“January’s sales performance was confirmation that Heartland is primed to make some very significant advances in market penetration this year,” said Brian Brady, president and CEO of privately held Heartland, which launched production in 2004. “Our showing in the fifth-wheel market was exceptional, and we are starting to see the seeds for the same type of growth on the travel trailer side. We view January as a springboard for growth throughout the year.”
A sector breakdown from the Statistical Surveys report showed:
Among all towable builders, Heartland held a solid No. 4 ranking for January. For the month, overall market share increased from 4.7% in 2009 to 6.8% while unit sales rose nearly 30% from 265 to 344.
Heartland ranked as the No. 3 fifth-wheel builder for January based on 42.4% growth in market share and a 26.4% jump in unit sales. The company’s Bighorn luxury fifth-wheel was the second best-selling brand with a 6.6% market share – up 19.2% from 2009 – and ended the month 76 units shy of the industry’s sales leader. The lightweight Sundance line earned a No. 4 ranking, boasting a 73.7% improvement in market share and 54.2% gain in unit sales. Heartland’s Cyclone series was the industry’s top-selling toy hauler brand in January, positioned in the No. 6 spot with an 89% jump in market share and 67.6% rise in the number of units sold.
After entering the travel trailer market in May 2008 with its North Trail brand, Heartland moved to the No. 7 spot in January among all builders. Market share increased from 2.1% to 3.2%, representing a 51.3% gain from 2009. Unit sales for the month were up 38.9%, led by the North Trail line which grew market share 55.3% from the previous year.
Shown in the photo of the 12,000th Bighorn fifth-wheel built by
Heartland Recreational Vehicles LLC are:
(from left) Coley Brady, director of fifth-wheel sales;
Dave Jones, director of manufacturing;
Scott Tusing, plant manager; and
Scott Lytle, director of engineering.
By
RV Business
March 17, 2010
Heartland Recreational Vehicles LLC recently marked a milestone for its luxury line of Bighorn fifth-wheel travel trailers, rolling the 12,000th unit off the assembly line at its production facility in Elkhart, Ind.
The towable builder recognized the event with a brief ceremony attended by management and 147 production workers – many having worked at the Bighorn plant since the brand’s introduction in December of 2004 at the Louisville Show.
The Bighorn line has grown to be one of the industry’s top-selling fifth-wheels, according to the latest data from Statistical Surveys Inc. The brand finished 2009 as the industry’s No. 3 best-selling fifth-wheel, boasting a 9.8% market share gain in a contracting market.
“Since its launch, the Bighorn has consistently grown both sales and market share,” said Coley Brady, director of fifth-wheel sales. “The reason behind its success is twofold – pricing that offers more for less compared to the competition and Heartland’s ongoing research and development that brings innovative, salable features to market. Our dealer body recognizes the Bighorn’s value, and has done a great job of conveying that message to consumers.”
In response to demand for the Bighorn, Heartland announced last December a ramp-up in production along with several new features designed to stay in step with the marketplace. Upgrades and enhancements include:
Standard hydraulic front landing gear, operating 15% faster than typical electric systems.
New exterior graphics; a “welcome back” light that activates when the entry door is opened; and a keyless entry system featuring an illuminated keyboard for nighttime access.
Spring-loaded, hidden hinges are used throughout the interior while the kitchen is outfitted with 4-inch recessed halogen ceiling lights and a “boutique” pull-out kitchen faucet.
The bedroom area offers a standard, proprietary king-sized memory foam pillow-top mattress and pull-out storage drawers that are built into the entry steps. Hand-rubbed, antique-glazed cherry hardwood cabinet doors are optional.
The Bighorn line is offered in 12 floorplans, available with two to five slideouts, and MSRPs starting at $49,900.
By
RV Business
March 11, 2010
Heartland Recreational Vehicles LLC continued to strengthen its presence in the Canadian towable marketplace last year, reporting solid market share gains in a tight retail environment while partnering with several new dealers in key regions of the country, according to a news release.
According to Statistical Surveys Inc., the Elkhart, Ind.-based manufacturer boasted a 63.8% increase in market share compared to 2008, moving Heartland to the No. 9 ranking among all U.S. towable builders serving the Canadian marketplace.
Underscoring its capacity to outperform the market, Heartland also posted a gain in year-over-year unit sales – bolstered by demand for its North Trail travel trailer line – and grew overall market share from 2.0% to 3.2%. Industrywide, Canadian sales by U.S. towable manufacturers were down 38.5% and off nearly 20,000 units for the full year.
“Obviously, we are pleased with our 2009 performance in a challenging Canadian market,” said Brian Brady, president and CEO of privately held Heartland, which launched production in 2004. “Early on, we recognized that building our relationship with Canadian retailers and consumers would be a key component in Heartland’s long-term growth plan. We accomplished that last year, adding new partners to our dealer body and boosting sales with products that resonated with Canadian RVers.”
In terms of fifth-wheel sales, Heartland earned the No. 4 ranking among U.S. builders as the company grew overall market share from 6.5% to 7.9% based on a 21% year-over-year increase. Heartland’s Sundance mid-profile line ranked as the No. 5 selling fifth-wheel, posting a dramatic 727% jump in market share and a 206-unit rise in sales from 2008. That was accomplished in a sector that ended the year down 39%.
On the travel trailer side Heartland’s lightweight North Trail series, introduced in May 2008, improved market share by 110% and increased sales by 60 units. Industrywide, travel trailer sales by U.S. builders fell nearly 37% from the previous year.
Brady noted that the Canadian market will remain a priority in 2010 as Heartland is intent on furthering dealer relations and building market share with “new products, features and innovations that cater to the needs of Canadian RVers.”
“There is a huge potential for Heartland in the Canadian retail market,” he said. “Like the U.S., we are seeing a comeback in sales this year, and Heartland is positioned to grab an even larger piece of the pie.”
By
RV Business
March 10, 2010
In sharp contrast to an industrywide downturn in 2009 towable sales, Heartland Recreational Vehicles LLC showed pronounced year-over-year gains punctuated by a 43.3% increase in overall market share growth, according to a news release.
According to Statistical Surveys Inc., the Elkhart, Ind.-based builder posted a 6.1% increase in unit sales, while moving to the No. 4 spot among all towable builders for the year. Conversely, towable sales dropped 25.9% industrywide with the majority of builders incurring a decline in unit sales from 2008.
“In partnership with our dealers, we were able to find opportunities in what most people viewed as a stagnant and unstable marketplace,” said Brian Brady, president and CEO of privately-held Heartland, which launched production in 2004. “Instead of merely treading water, Heartland continued to stay on course with product research and development, and a continuation of our long-term strategy for disciplined, incremental growth.”
A sector breakdown from the Statistical Surveys report showed:
For the full year, Heartland ranked as the No. 3 fifth-wheel manufacturer with 11.3% of the overall market share – buoyed by a 19.2% jump from 2008 – while its luxury BigHorn line ranked No. 3 among all brands with 9.8% market share growth. During December, the company increased fifth-wheel market share from 12.3% to 13.2%. Industrywide, year-over-year sales in the sector dropped 29.9% in 2009.
After entering the travel trailer sector in May 2008 with its lightweight North Trail Line, Heartland made significant strides last year to move into the upper tier of manufacturers with a 152% gain in market share and a No. 10 ranking. For December, the builder upped travel trailer unit sales by nearly 46% and improved market share from 2.5% to 3.4%. Industrywide, travel trailer sales fell 23.5% for the 12 months.
According to Brady, the company is geared toward making “tremendous impact” in the travel trailer sector in 2010 with the launch of three all-new brands at last year’s National RV Trade Show in Louisville, Ky., coupled with heightened demand for its North Trail brand.
“We are quickly establishing Heartland as a strong player in the some of the fastest-growing pockets of the travel trailer market,” Brady said. “That said, we will continue to grow and expand our offerings in the fifth-wheel market where in just over five years we have established ourselves as an industry leader.”
Brady also emphasized that Heartland’s 2009 performance positioned the company for deeper market penetration this year, and that strategies were in place to meet increased production and shipping demands.
“Our ability to gain ground in a down market has clearly positioned Heartland to make tremendous market share gains and further grow our dealer body in 2010,” he said. “Accordingly, we have acted in a proactive manner in terms of production strategy to make sure we are in step with demand – bolstering our work force, expanding our complex in Elkhart and making sure we will continue to deliver product at industry-best standards. Despite our rapid and remarkable growth, we are not being short-sighted, and are well-prepared for what is shaping up to be the best year in our history.”
By
RV Business
February 8, 2010
Consistent with its outlook for a market turnaround this year, Heartland Recreational Vehicles LLC is reporting solid sales and a rebound in consumer interest during the early round of consumer shows, according to a news release.
“It started at the Tampa Show (Florida RV SuperShow) where we saw very steady traffic and more actual buyers than last year,” said Coley Brady, director of fifth-wheel sales for the Elkhart, Ind.-based manufacturer. “Our dealers have been moving our product, and they are reporting that our lines are resonating with consumers. We continue to be very encouraged about Heartland’s prospects in 2010.”
Brady said that shows in San Antonio, Texas, and Kansas City, Mo., were particularly strong, eclipsing last year’s totals and further padding the company’s order backlog with its dealer body.
“The Tampa Super Show event was really successful,” Brady said. “We were up significantly from last year and our dealers were very enthused with the show results.
“Overall, we are pleased with the early battery of shows. That said, it is still a very competitive environment, which makes it even more important that we stay ahead of the curve with innovative features and design, along with pricing that fits into peoples’ budgets.”
Heartland rolled out five new brands at last year’s National RV Trade Show in Louisville, Ky., including several new travel trailer offerings to complement its full line of fifth-wheels. Brad Whitehead, director of travel trailer sales, said the new brands were a hit with consumers and the company is anticipating market share growth in the travel trailer sector this year.
“Our new travel trailer models are filling gaps in our lineup with products that target some of the fastest-growing sectors in the marketplace,” Whitehead said. “Judging from the early shows, we are carving out our niche in these very competitive areas of the market.”
Tim Hoffman, vice president of sales, feels that the success in the early shows leaves Heartland well positioned for the upcoming spring selling season and on through the end of the year.
“We have a flexible assembly model so that we will keep step with demand,” said Hoffman. “Our long-term plan has always been to grow in a thoughtful, disciplined manner so that our dealers will always be taken care of. That plan is still very much in place as we move through what will be our best year ever.”
By
RV Business
February 3, 2010
Heartland Recreational Vehicles LLC, one of the industry’s leading fifth-wheel builders, is making similar impact in the high volume travel trailer market after entering the sector in May 2008 with its lightweight North Trail line, according to a news release.
According to the latest report from Statistical Surveys Inc. (SSI), the Elkhart, Ind.-based firm experienced a dramatic 159% increase in year-over-year travel trailer sales through the first 11 months of 2009 to earn a No. 10 ranking. Among all towable manufacturers, Heartland held the No. 4 spot in terms of market share.
“We are seeing the same type of growth in travel trailers that we experienced in the fifth-wheel market after launching fifth-wheel production in 2004,” said Tim Hoffman, vice president of sales. “It all comes down to understanding the needs of the consumer and our dealer body. We are building product that hits key price points and offers features that are highly salable in a very competitive environment.”
For November, Heartland posted a 67% increase in travel trailer unit sales over the previous year while improving its market share from 1.9% to 3.3%. Those figures came in an essentially flat market as overall travel trailer sales dipped 1.5%.
Heartland’s aluminum framed, laminated North Trail Line continued to gain ground in November, registering year-over-year gains in both unit sales and market share. Buoyed by the success of the North Trail, Heartland continued to expand its travel trailer offerings with the launch of the three new brands at last year’s National RV Trade Show in Louisville, Ky., including:
The teardop MPG line.
The Caliber series, a full-featured ultra-lightweight fiberglass trailer.
The entry-level Focus featuring five 7 ½-foot-wide floorplans and three hybrid tented models.
“With the launch of these new brands we have established Heartland as a full-line travel trailer and fifth-wheel manufacturer,” Hoffman noted. “Our commitment is to bring our travel trailer numbers in line with what we are doing on the fifth-wheel side.”
By
RV Business
February 3, 2010
Heartland Recreational Vehicles LLC today (Feb. 3) announced the acquisition of the remaining active trademarks of Fleetwood Enterprises Inc.’s towable brands — commercial nameplates that Heartland describes in a press release as the “some of the most recognized and iconic brands in the industry.”
“This is an exciting transaction for Heartland,” said Heartland CEO Brian Brady. “Fleetwood’s towable brands have long been among the most widely recognized names in the towable RV segment, with loyal customers and an extensive dealer network. By acquiring the trademarks of Fleetwood’s towable products, we will enhance Heartland’s brand portfolio with industry leading names such as Prowler, Pioneer and Wilderness.”
“In the last five years,” he added, “Heartland has become one of the leading manufacturers of towable RVs and is the third-largest manufacturer of fifth-wheel RVs in the U.S. Our phenomenal growth and success has given us the financial strength to pursue the acquisition of Fleetwood’s legendary trademarks. We would like to thank our dealers and customers for their continued support of Heartland and we look forward to enhancing our industry leadership by continuing to create great products that our customers love.”
In addition to producing 15 existing brands of travel trailers and fifth-wheels, 900-employee Heartland expects to begin manufacturing towable RVs under the newly acquired brands during the next 12 months. Under terms of the transaction, Heartland has acquired all active trademarks of the towables RV segment of Fleetwood Enterprises from a bankruptcy proceeding, and Heartland will not assume any liability for warranties or claims relating to existing sold and unsold Fleetwood-manufactured products.
By Bob Ashley
RV Business
December 15, 2009
Heartland's MPGWith its teardrop shape and retro-look ABS fenders, the new MPG travel trailer (shown at left) from Heartland Recreational Vehicles LLC, Elkhart, Ind., hearkens back to the early days of RVing. But the laminated fiberglass-and-aluminum MPG, available in four 19- to 20-foot floorplans, three with slideouts, is fully equipped with amenities such as ducted-air conditioning, wet baths with integrated toilets, solid-wood cabinet fronts with raised-panel doors, three-way refrigerators and two-burner stoves. Introduced at the recent Louisville Show, MPG retails from $13,650. Also on display at the busy Heartland exhbit was the new mid-priced dual-entry Caliber travel trailer with four 30- to 37-foot single- or double-slide floorplans with molded front caps, metallic gray fiberglass sidewalls, insulated slam-latch baggage doors and glazed cherry cabinets with MSRPs from $25,950. In the fifth-wheel category, Heartland introduced the Greystone in five 35- to 37-foot triple-slide floorplans with aerodynamic front caps that allow an 88-degree turning radius. Standard features include heated-and-enclosed underbellies, universal docking stations, raised-panel cabinets, high-gloss ”platinum” sidewalls and free-standing dinette with four chairs. Base MSRP: $35,665.
By
RV Business
December 9, 2009
Heartland RV logoTowable builder Heartland Recreational Vehicles LLC reported “exceptionally strong” sales during the recently completed 47th Annual National RV Trade Show in Louisville, Ky., eclipsing last year’s totals during the first three hours of the event, according to a news release.
“We were covered up when the show opened at 9 a.m. Tuesday and by noon we had written more orders than we did at the entire show last year which, quite frankly, was a very good show for Heartland,” said Tim Hoffman, co-owner and vice president of sales for the Elkhart, Ind.-based manufacturer. “We were still writing orders until almost 7 p.m., a half-hour after the doors closed.”
Hoffman attributed dealer interest to Heartland’s debut of five all-new brands at the Dec. 1-3 Louisville Show, as well as Heartland’s disciplined, yet pronounced growth that has “earned the confidence of our dealers.”
“Our five new brands all received high marks from dealers, and they were also excited about the changes we made to the current brands,” said Hoffman, noting that Heartland posted a 300% increase in sales compared to the ’08 Louisville Show. “We found that many dealers came to Heartland looking for a change from their current manufacturer. They kept telling us that the other companies ‘just don’t get it’ like Heartland.”
New product additions to the Heartland lineup – four boasting the company’s new high-gloss, platinum fiberglass exterior – include:
MPG teardrop travel trailer: The MPG represents Heartland’s first entry in the popular lightweight, teardrop market.
Cyclone HD: The fifth-wheel is the latest addition to Heartland’s strong-selling line of Cyclone toy haulers.
Caliber: The brand offers a full-featured travel trailer in the growing ultra-lightweight fiberglass travel trailer sector.
Greystone: The Greystone lineup hits a new price point for Heartland in the popular mid-profile fifth-wheel market.
Focus: An entry-level, lightweight laminated travel trailer line with five 7 1/2-foot-wide floorplans and three hybrid tent-end models.
During the show, Heartland Finance also rolled out a comprehensive 90-day, interest-free reimbursement program for its dealer base. Hoffman reported that the initiative, in conjunction with GE Capital Commercial Distribution, was well received by retailers.
“We continue to look for ways to help our dealers increase sales and improve profit margins,” Hoffman said. “The new finance plan provides a much-needed boost for dealers, considering the current credit environment.”
By
RV Business
November 27, 2009
Heartland Recreational Vehicles LLC enters the lightweight teardrop travel trailer market with the retro-styled MPG line set to debut at the 47th Annual National RV Trade Show in Louisville, Ky. The MPG will initially include four floorplans, available in 18- and 20-foot lengths, featuring two tent-end models and two units equipped with single slideouts, according to a news release. The teardrop line is one of four brands to be introduced in Louisville that will showcase Heartland’s all-new high-gloss platinum fiberglass exterior. “The MPG blends a very contemporary look, created by the platinum exterior, with a distinctly retro design that is one of the draws for teardrop trailers with consumers,” said Brad Whitehead, national director of travel trailer sales for the Elkhart, Ind.-based manufacturer. The eco-friendly MPG is available in four colorful exterior graphics packages, each sporting individual icons depicting the active lifestyle of the youthful target demographic. MSRP’s start at around $14,000. Typical of teardrop trailers, all MPG models have a dry weight of less than 2,700 pounds, allowing the units to be towed by most crossover vehicles and smaller SUV’s. Heartland achieves the lightweight status without sacrificing structural integrity, employing aluminum-cage-construction and fully laminated sidewalls and floor. Key features for the MPG include a two-tone interior, chestnut maple kitchen cabinetry with a mocha maple accent, along with an AM/FM radio with CD and DVD players.
By
RV Business
November 27, 2009
Heartland FocusOffering a mix of 7 ½-foot wide and hybrid tent-end models, Heartland Recreational Vehicles LLC targets the entry-level segment of the lightweight laminated travel trailer market with its all-new Focus line. “The Focus addresses a new product sector for Heartland, adding another piece to becoming a full-line towable manufacturer,” said Brad Whitehead, national director of travel trailer sales for the Elkhart, Ind.-based builder. “With the Focus, we’re catering to smaller families or couples looking for a trailer that is lightweight and cost-conscious, that still gives them the strength and finish of laminated fiberglass construction.” Initially, the Focus lineup will offer five 7 ½-foot wide floorplans and three units with tented ends, ranging in lengths from 13 to 22 feet. Several units will be equipped with single slideouts and most can be towed by crossovers and smaller SUVs. MSRP’s start at $13,000 for the 7 ½-wide line and $22,000 for the hybrids. All models in the Focus series are constructed with six-sided aluminum framing, 2-inch-thick fiberglass walls and a laminated crowned roof. Other features include electric-powered awnings, dual-ducted A/C along with heated and enclosed underbelly and gate valves. Standard appointments include hand-rubbed, antique-glazed maple cabinets throughout the interior, night shades, porcelain toilets and fully extendable drawers with ball-bearing guides.
By
RV Business
November 23, 2009
GreystoneBolstering its presence in the growing mid-profile fifth-wheel market, Heartland Recreational Vehicles LLC has introduced the Greystone series. The Greystone line, available in seven floorplans with triple- or quad-slideouts, is one of four Heartland brands set to debut at the 47th Annual National RV Trade Show Dec. 1-3 in Louisville, Ky., that feature the company’s new high-gloss, platinum fiberglass exterior, according to a news release. The distinct finish creates a full-body paint appearance near the cost of conventional white fiberglass with MSRP’s starting at $34,999. Built on an all-aluminum cage and supported by 6,000-pound capacity axles, the Greystone is equipped with an ABS platinum hitch-cover, LED marker lights, standard electric awning and bus-style, slam-baggage storage doors. Heartland’s proprietary aerodynamic front cap design allows for a turning radius of 88 degrees, a feature that distinguished Heartland in the fifth-wheel market when it began production in 2004. Other exterior standards in the Greystone lineup include a universal docking center along with a heated and enclosed underbelly. Greystone’s interior includes a three-tone hide-a-bed sofa with optional memory foam mattress, two leather Euro chairs and the new Beauflor simulated hardwood floor. The kitchen features hand-rubbed, antique-glazed cherry cabinetry with a mocha accent, and solid-surface countertops set off by a bull-nose edge and cream-colored accent stripe. Spring-loaded hidden hinges are used throughout the interior cabinetry for an upscale, residential look while the living area offers a 32-inch Sharp Aquos HD TV with external speaker package and DVD player.
By
RV Business
November 20, 2009
Heartland HD CycloneHeartland Recreational Vehicles LLC has expanded its Cyclone fifth-wheel toy hauler line with the Cyclone HD (Heartland Design) Edition, outfitted with several innovative upgrades and set off by the builder’s all-new high-gloss platinum fiberglass exterior, according to a news release. “Our Cyclone line, which was introduced four years ago, was ranked as the No. 12 selling fifth-wheel nationally in the latest Statistical Surveys report,” said Coley Brady, director of fifth-wheel sales for the Elkhart, Ind.-based manufacturer. “The new HD lineup continues to offer the same values and versatility that Heartland built into the Cyclone, but with some added pop, starting with the eye-catching platinum exterior.” The distinctive look, lending the Cyclone HD a full-body paint appearance without the cost, offers ease of maintenance and is complemented by a high-end graphics package. The fiberglass-and-aluminum toy hauler is offered in four floorplans ranging from 33 to 40 feet and available with double- or triple-slideouts. A key upgrade in the Cyclone HD is a residential-style garage equipped with a heat duct for extended season operation. The on-board garage, in lengths of 10 to 14 feet, also features a flush-mount sub-floor storage area, electric-powered beds that convert to seating and a removable table. For maximum exterior storage, Heartland introduces a 1-inch-thick, bus-style, slam-baggage door on the Cyclone HD. Other features include Dexter Axle’s EZ-Flex rubberized suspension system for an improved ride, along with optional hydraulic front landing gear that operates up to 14 times faster than electric and allows for a higher payload. On the interior, the kitchen is furnished with hand-rubbed, antique-glazed cherry kitchen cabinetry that features a mocha maple accent, while new spring-loaded, hidden hinges are used throughout the interior. The bathroom is outfitted with a vessel bowl sink and a high-rise, oil-rubbed, bronze residential custom faucet. Other appointments include a 32-inch Sharp Aquos HD TV in the living area, four-zone switchable interior speakers with two external speakers and a proprietary Country Rest memory foam, pillow top mattress. MSRP’s start at $61,999.
By
RV Business
November 17, 2009
Heartland RV logoHeartland Recreational Vehicles LLC has begun the first phase of an aggressive hiring initiative at its headquarters in Elkhart, Ind., as management announced today (Nov. 17) the addition of more than 400 workers by the end of the first quarter in 2010.
The builder, which launched production in 2004, said the expansion was mandated by a spike in unit sales – particularly during the fourth quarter – that has produced a healthy backlog in dealer orders. Heartland said it is in the process of hiring around 200 production workers and projects another 200 will be added by March of next year, bringing the company’s total work force to 1,200 employees.
“We’re looking for a big year in 2010 and Heartland is already preparing by beefing up our production work force,” said Brian Brady, president and CEO of privately-held Heartland.
Brady noted that another key for Heartland to successfully keep pace with demand was applying a “flexible assembly model” that allowed similar models to run down the same production lines.
“Similar products running down the same assembly lines gives Heartland the ability to ‘accordion’ our production in response to current demand,” he said, adding that the company’s sprawling complex on the north side of Elkhart has grown to include over a half-million square feet of manufacturing space. “We believe that production model gives Heartland a sustainable advantage over our competition. Production capacity has not, and will not, present a problem for Heartland and our dealers as we grow sales.”
Brady said that as part of the hiring initiative, Heartland also addressed an increase in volume for its customer service, parts and warranty operations with the addition of 13 workers in October.
The hiring phase comes as the builder readies for the 47th Annual National RV Trade Show, hosted by the Recreation Vehicle Industry Association (RVIA) Dec. 1-3 in Louisville, Ky. In addition to displaying its full line of travel trailer and fifth-wheel products, the company will unveil five all-new brands at the trade-only show, upping its total to 15 separate brands. Product debuts at Louisville, four of which sport Heartland’s new high-gloss, platinum fiberglass exteriors, include:
MPG teardrop travel trailer: The MPG represents Heartland’s first entry in the popular lightweight, teardrop market.
Cyclone HD: The fifth-wheel is the latest addition to Heartland’s strong-selling line of Cyclone toy haulers.
Caliber: The brand offers a full-featured travel trailer in the growing ultra-lightweight fiberglass travel trailer sector.
Greystone: The Greystone lineup hits a new price point for Heartland in the popular mid-profile fifth-wheel market.
Focus: An entry-level, lightweight laminated travel trailer line with five 7 1/2-wide floorplans and three hybrid tent-end models.
In addition to the all-new lines, Heartland has “revamped nearly every brand with over 30 industry-first features and innovations,” according to Coley Brady, director of fifth-wheel sales.
“Heartland has never slowed when it comes to R&D, even when the market was down,” he said. “That’s why we have been able to grow so quickly in just 5 1/2 years.”
According to the latest report from Statistical Surveys Inc., Heartland rapidly established itself in the fifth-wheel market with incremental jumps in market share, and ranked No. 3 among fifth-wheel builders in terms of retail sales through August. In May 2008, the company entered the high-volume travel trailer market with its ultra-lightweight North Trail line and has continued to gain ground in that sector with several new offerings.
“We are focused on being a full-line towable manufacturer,” said Coley Brady, “and we are starting to see the same type of gains in the travel trailer market that we saw after we came into the marketplace as a fifth-wheel builder. I think dealers are recognizing that we are one of the fastest growing RV companies, and they are also recognizing the reasons why we have had so much success.”
By
RV Business
September 25, 2009
Heartland RV's Big CountryHeartland Recreational Vehicles LLC received a good response to its newly redesigned Big Country luxury fifth-wheel at the recent Pennsylvania RV and Camping Show in Hershey, Pa., according to a news release. Available in eight floorplans, the Big Country features a two-tone residential cabinetry design with glazed doors and hidden hinges and solid surface counter tops. The platinum high gloss metallic exterior, including front and rear fiberglass caps, gives the quality look of full body paint. Every redesigned Big Country features fully laminated unibody construction in the floor, roof and side walls and utilizes drop-frame construction which gives the buyer a very large usable basement space.
Interview with Al Roker
Today Show
Wednesday, October 29, 2008
By Dave Barbulesco
RV Business
Monday, September 15, 2008
"I think that despite the fact that as of last May we had just 48 months of production, dealers perceive us as being much more than a start-up company," said Brian Brady, chairman of the Elkhart, Ind.-based builder. "We put that stage behind us and most dealers see Heartland as a robust and well-balanced manufacturer."
Heartland continued to expand its product offerings last spring with the launch of the aluminum-framed, laminated North Country travel trailer line. The brand complements the stick-and-tin North Trail travel trailer that debuted last year along with a fifth-wheel lineup that sports six lines, including two toy haulers.
Brady said other trailer launches are planned, designed to quickly increase market share - much in the same manner as Heartland's track record in the fifth-wheel sector.
"I would hope that we can follow up on the travel trailer side with the same type of success we have experienced with our fifth-wheels," Brady said.
Through June, Heartland ranked No. 3 in terms of market share among fifth-wheel builders highlighted by a 56% increase in unit volume from a year ago. And, as Brady noted, that has been accomplished in a down market.
"In a very competitive industry, which is now under distress, there is a rush to partner with OEM's that are doing it right," he said. "We feel we are doing things right."
The company has rolled out several initiatives to cement relationships with its dealer body, most recently the launch of "FAST-TRACK," a new web-based warranty, parts and service system. Brady said that the program offered another way for dealers to improve their bottom lines during challenging times.
"When any enterprise loses revenue volume, you look for alternative ways to make money," he said. "Helping our dealers interface more accurately translates into savings.
"We talk to dealers as investors, understanding they have a variety of alternatives. We show them where they are going to get the biggest gain from their investment. Dealers understand that."
By Bob Ashley
RV Business
Monday, May 5, 2008
Heartland's new North Country travel trailer
Heartland Recreational Vehicles LLC announced today (May 5) the opening of a new 80,000-square-foot manufacturing facility at its Elkhart, Ind., headquarters for production of the new North Country entry-level and "extended-stay" line of travel trailers.
Heartland said it expects to add more than 80 new employees to staff the new plant, which will open today.
Heartland named Brad Whitehead, with more than 20 years experience in the industry, as division manager of the new North Country line.
The wood-and-aluminum North Trail brand represents Heartland's first entry into the higher-volume travel trailer sector. Initially, Heartland will produce seven floorplans, ranging in size from 22 to 38 feet, and eventually expand to 14 models.
Features include an aerodynamic radius front profile for improved mileage and towing, seven-foot interior ceilings, finished and lighted baggage compartments and a colored radius skirt.
By Joe Bohn
RV Business
Thursday, February 7, 2008
In the media frenzy that has beset the recreational vehicle industry amid the current soft market, positive business-as-usual stories about companies doing a good job and growing their annual revenues and market share often tend to get lost in the shuffle.
One case in point: Heartland Recreational Vehicles LLC, Elkhart, Ind., the management of which continues to be both optimistic and aggressive, even while acknowledging the unique challenges that lay ahead.
After doubling its sales in each of the past three years, Heartland is still on track for another 50%-plus increase in 2008, according to CEO Brian Brady. "We beat our 2008 forecasts in January and February and just increased production rates for our (full profile fifth-wheel) Big Horn, Big Country and Landmark units for the second time this year."
"Our plants are now producing to forecast; we have a very comfortable order backlog and, at this point, we're feeling pretty good," added Brady, the former Damon executive who anticipates producing about 12,000 units this year.
A relative newcomer - the company was founded in December 2003 - Heartland has been on a fast track, climbing to fourth place in the fifth-wheel segment through November 2007, according to registration data.
While Heartland's full profile fifth-wheels compete in the higher priced $40,000-$75,000 segment of the market, the recent launch of a line of North Trail lightweight travel trailers "is off to a terrific start," Brady says. Down the road, plans call for Heartland to step into the entry-level trailer segment while staying out of the higher-end market.
"We've had a steady progression of new product releases, and we're getting reasonably close to competing in all (trailer) segments," says Brady.
Brady attributes Heartland's success to paying attention to the basics, "intensely focusing on dealers" and creating "high quality RVs with compelling features and value for retail customers."
"We work closely with our dealers to put them in a position where they can get an excellent return on their investment," he explained. "We do that with all the obvious things, like giving them high quality products and then giving them (dealers) a lot of latitude."
Brady, whose company signed a lot of new dealers at November's Louisville Show, claims there's a silver lining to the dark clouds overshadowing the U.S. economy and the RV marketplace right now in that "dealers are doing all the right things, paying close attention to inventory and carrying costs and being very discreet."
"It tends to wring out some of the excesses we've seen the last couple of years," he adds. "Dealers and manufacturers are doing things to ensure continuing profitability and ensure that we're well positioned when the market turns."
From the South Bend Tribune
Heartland Recreational Vehicles LLC's new mid-priced Razor travel trailer and fifth-wheel towable sport utility RV (SURV) is designed to go where larger towables can't. Introduced at the Louisville Show with 22- to 33-foot floorplans, Razor fifth-wheels feature a drop frame that increases the size of the front pass-through storage compartment. "The length is something they can take into a national park or a smaller campground where larger toy haulers can't go," said Scott Tuttle, vice president of marketing. Garages on the aluminum-and-fiberglass Razor (MSRP: $37,300) range from 10- to 14-feet deep. Also at the show, Heartland introduced the Big Country fifth-wheel (MSRP: $39,000) and Sundance (MSRP: $24,900) laminated fiberglass travel trailer.
(Dec. 22, 2006) -- Kathleen and Vance Hamilton of Crowley, La., commissioned artist Robert Baxter to transform their Landmark fifth wheel into one of the most eye-catching vehicles to ever hit the road.
Heartland Recreation Vehicles
Kathleen and Vance Hamilton commissioned the handpainted artwork which makes their Heartland fifth wheel a rolling landmark.
ELKHART -- There's a unique RV traveling the roads of North America these days, and everywhere it goes, it causes heads to turn, mouths to drop open, people scrambling for their cameras, and most of all - smiles.
What is it about this fifth wheel trailer that is causing so much commotion? It's the incredibly unique murals that cover every square inch of the coach. The fifth wheel is a Landmark model built by Heartland Recreational Vehicles, Elkhart, Ind., but the "LUV SHAK" is quickly becoming its own "Landmark."
Kathleen and Vance Hamilton of Crowley, La., commissioned artist Robert Baxter to transform their Landmark fifth wheel into one of the most eye-catching vehicles to ever hit the road. Baxter's work shines in the hand-painted flowers, dragonflies, stunning sunsets, lush flower gardens and even a scene reminiscent of the rice and crawfish fields near in their hometown.
headline What on earth were the Hamiltons thinking when they had large colorful murals full of tree frogs, a lizard and even a castle wall painted on their home? "We just love RVing and we've never been ones to stick with the status quo," states Kathleen. Retired from over 30 years of teaching at Crowley Middle School, Acadia Parish, Louisiana, Kathleen had dreamed of retiring to the RV lifestyle since she was in college. "It all started when a friend asked me to travel to Gatlinburg, Tenn., with her family in a pop-up camper. I enjoyed the trip immensely and was hooked for life," shares Kathleen. "Even marriage and kids couldn't slow me down. I remember once I packed up four young children, a dog, and a tent. We traveled to all 64 parishes in Louisiana!" she reports. "My husband, Vance, and I discussed going full time for some years. But, we wondered if we could live together in a small space for an extended period, and live to tell about it. We decided we needed to find out before we took the plunge. So the summer before last, we bought a pop-up camper and headed out to Montreal to visit one of our daughters. We were gone for 45 days... and we survived!
Bob Ashley
RV Business
Friday, September 30, 2005
Elkhart Fiver Maker Heartland Heats Up With Growth, New Lines Two-Year-Old Company Eyes Controlled Growth as it Adds Entry-Level and SURV Towables, More Workers Bob Ashley RV Business Friday, September 30, 2005 For a startup company that introduced itself - without product - at the 2003 Louisville Show, fifth-wheel manufacturer Heartland Recreational Vehicle LLC, Elkhart, Ind., has come a long way in a short period of time. With two fifth-wheel brands in production - the high-end Landmark and mid-priced Bighorn - Heartland intends to flesh out its lineup for the 2006 model year with the entry-level Sundance fiver and Cyclone sport utility fifth-wheel (SURV). "We are focusing on what customers want and controlling our growth," said Tim Hoffman, vice president of sales, one of a quintet of RV veterans who founded Heartland in 2003. "Our philosophy is lower numbers mean a better market and better dealers. That's one of the reasons all of us left the companies that we worked for. We wanted more control over growth, and we wanted to do it right." With the addition of Sundance and Cyclone, Heartland plans to step up its work force by 50% to 300 employees and add nearly 66,000 square feet of production capacity after acquiring two buildings in Elkhart that formerly housed Potomac RV LLC. The fact that the Landmark, aimed at extended-stay RVers who spend a lot of time in their coaches at one location, was Heartland's first product was not a coincidence. "We purposely picked the hardest unit to build," Hoffman said. "We wanted to show that we could do it right. Our success with the Landmark allowed us to do the Bighorn." With the debut of the Bighorn at the 2004 Louisville Show, Heartland doubled its dealer base, which now totals 130, and expects to add more with the introduction of the two new coaches. Production, however, will continue to be controlled, company executives say. "We are not a high volume company," Hoffman said. "We don't want to be. We want to create demand from our dealers and for our dealers, and keep innovations going." Among Heartland's notable technological accomplishments is a front cap designed to accommodate a 30% tighter turning radius for extended-cab or short-bed pickup trucks. "From a marketing perspective, the short-bed turning radius has been huge for us," said Scott Tuttle, vice president of marketing and dealer services. "We modified the frame in the upper deck and redesigned the front cap. It doesn't impede the usability of the coach inside whatsoever." A universal docking center also centralizes water, waste tank, electrical, TV, telephone and high-speed computer controls and access points. John Rhymer, vice president of engineering, said the new Cyclone SURV will emphasize high-tech design and material. The fiver features a carbon fiber control panel, and incorporates a "carbon-fiber" look in the trailer's graphics. "The Cyclone will appeal to the sports enthusiasts - the gear-head guys who are going to know exactly what they are looking at when they see it," Rhymer said. "It's going to look like it's going 200 mph while it's standing still." The Cyclone also will feature a frame mounted on a heavy-duty 12-inch I-beam for added strength. "Consumers are not engineers," Rhymer said. "They want to go out and have fun. We want to guard them against themselves. People have a tendency to load things however it fits them, not how they should be loaded." To date, Heartland has done no widespread magazine advertising, relying instead on word-of-mouth in campgrounds and favorable reviews of the Landmark and Bighorn in RV club publications - including the Gypsy Journal newsletter and the bi-monthly Escapees magazine. "Getting the attention of the full-timers was one of the fortunate things that happened to us early," Tuttle said. "Full-timers can help dominate a segment of the high-end market. The Escapees had more than a thousand people at a national rally in Goshen last year, and we did very well. Once you get into that tight-knit group of full-timers, they spread the word." With Heartland having grown as quickly as it has with the recent introduction of the Sundance and Cyclone, it soon will be time for Heartland to take a virtual deep breath. "We will be covering each segment of the fifth-wheel market, and we may add floorplans," Hoffman said. "But for the most part, we are going to be pretty content with what we have for a while so that we can make sure we are the best that we can be. "Sometimes you lose sight of what you have started. We want to make sure that we hold our position in the marketplace." Photo Shawn Spence FROM THE HEART: Heartland Execs, from left, Scott Tuttle, vice president, marketing; Tim Hoffman, vice apresident, sales; Jack Culbertson, vice president, engineering; John Rhymer, vice president, operations; and Brian Brady, chairman.
By Garth W. Cane
RV Lifestyle
By RV Business Editor
RV Business
Friday, October 29, 2004
Heartland RV Moves, Expands Operations RV Business Friday, October 29, 2004 Newcomer Heartland Recreational Vehicles LLC is moving operations to a larger facility, according to a report in the Elkhart Truth. Elkhart, Ind.-based Heartland, which began production of its high-end Landmark fifth-wheel series early this year, is purchasing a 50,000-square-foot facility that formerly housed park-model manufacturer Palm Aire Inc. The company hopes to take possession of the 2-year-old building, which sits on eight acres, in two weeks and move within 45 to 60 days. Previously, Heartland was leasing a facility. "This move will allow Heartland to accommodate our phenomenal growth and enable us to accelerate our very aggressive two-year roll-out campaign," said Brian Brady, president and CEO of Heartland. Brady said the success of Heartland's Landmark fifth-wheel has led to further product development and the company will be unveiling a new product line at the 42nd National RV Show in Louisville next month.
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DUE TO HEARTLAND'S COMMITMENT TO CONTINUOUS PRODUCT IMPROVEMENT, WE RESERVE THE RIGHT TO MAKE CHANGES TO MODELS, INCLUDING STANDARDS; OPTIONS; MATERIALS; COMPONENTS; COLORS; FABRICS; CONSTRUCTION; FEATURES; ETC. WITHOUT NOTICE OR OBLIGATION TO HEARTLAND RECREATIONAL VEHICLES.
WE WILL DO OUR BEST TO KEEP THIS WEB SITE UP TO DATE, BUT REAL TIME CHANGES ARE NOT ALWAYS POSSIBLE. BE SURE TO REVIEW A CURRENT MODEL AT YOUR NEAREST AUTHORIZED HEARTLAND DEALER AND DISCUSS AND REVIEW WITH YOUR DEALER ANY POSSIBLE CHANGES ON NEW PRODUCTS BEING ORDERED FROM THE FACTORY.
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