This is an Interview with Ryan Ellson, Regional Sales Manager of THOR Motor Coach Diesel Division, where he describes changes and innovations for THOR’s Diesel line of products in 2015.
INTERVIEW
What consumer purchasing trends have surprised THOR causing the company to rethink as well as incorporate these results into the design and construction of some 2015 RV models?
At Thor Motor Coach we are constantly monitoring trends for the industry. Whether it is a specific design trend, a size trend, or a decor trend, our R&D department and our product development team are constantly working to create a more innovative product. Much of this comes from actual customer feedback. For our motorhomes specifically, we have placed a major emphasis on our cabinetry for 2015. With a high gloss look and all Amish craftsmanship, the Tuscany and Tuscany XTE models have the best looking cabinetry in the industry. We have also introduced a new 42HQ Kitchen model, which puts a huge emphasis on the kitchen area in the coach. It has arguably the nicest kitchen arrangement in the industry.
2015 Tuscany Class A Motorhome Exterior by THOR
2015 Tuscany Class A Motorhome Décor by THOR
2015 Tuscany Class A Motorhome Floor Plans by THOR
What models exceeded your expectations in sales for the 2014 season and how will THOR enhance these models to exceed the previous sales numbers in 2015?
As a company, Thor Motor Coach experienced unparalleled growth for 2014 model year. Several of our flagship models for the particular year were the 33.2 Palazzo and the 35.1 Palazzo. On the Tuscany XTE, we saw continued success with our 36MQ floor plan as well as a surge from the 34ST floor plan. For the tag axles both the 44MT and the 45AT were very successful for us. Several of the enhancements on the Palazzo include: an upgraded interior package, a prewire for solar panels, LED accent lights in the awning, and most importantly an upgraded 340HP motor on the 35.1 and 36.1. The Tuscany XTE and Tuscany have major enhancements on the interior. A high gloss wood finish gives the coach a wonderful high end look. On the Tuscany in particular, we’ve upgraded to a 10K watt generator with 3 15K roof A/C’s with heat pumps. We’ve also created several new floor plans to debut for 2015 models including the non-tag 40DX.
In your opinion, what are consumers gravitating towards regarding RV preference and do you foresee this continuing or morphing into a new trend?
This is a great question. For diesel class A’s specifically, I think the trends for purchasing are different for each part of North America. For places like Alberta, Arizona, Texas, and Florida I believe there has been a high demand for larger diesel pushers such as the 44MT and the 45AT. Some smaller market areas see a higher demand for shorter diesel pushers like the Palazzo. Fortunately THOR offers coaches from 34 feet to 45 feet at a wide range of price points, so we’ve been able to accommodate a lot of our customers’ wants. I believe there has been a demand for the diesel performance over the gas coach in the last several years and with the fuel economy seen in all of the diesels I think you will continue to see that trend.
What factors define the popularity timeframe of a particular RV and how does THOR gauge when a design is on the downturn so that new innovations can be planned?
We have data and information on every floor plan we produce. We know exactly how long they stay in our dealer’s inventory which is one of the primary factors for determining the longevity of a “floor plan”. Some of our floor plans, because of their success, such as the 36MQ Tuscany XTE, have been around for 4-5 years. We currently have eleven degreed engineers working for our company on different floor plans and designs.
Where does THOR get inspiration from when designing new products and how do you mitigate the risks thereby creating a #1 product? Did you change your strategy for the 2015 season or keep it the same?
Our inspiration for designing new products comes primarily from our consumers. Ultimately it is our customers’ feedback coupled with engineering and decorating that helps put what we believe to be the best motorhome for sale on the market. I don’t believe THOR has a #1 product per say, our focus is to be the #1 brand. Encompassed in the #1 brand is an array of products to fit a customer’s wants and needs. For 2015 we are focused on continued efforts to grow our brand and supply great coaches for our customers’ RV experiences.
2015 Tuscany XTE Class A Motorhome Exteriors by THOR
2015 Tuscany XTE Class A Motorhome Décor by THOR
2015 Tuscany XTE Class A Motorhome Floor Plans by THOR
What are your expectations of THOR’s biggest seller in 2015 compared to 2014 and why?
Through 2014, the Tuscany is the #1 selling diesel pusher in all of Canada. We are introducing an all new 45AT and also a 40DX Tuscany, two floor plans that I think will be a hit in all markets. The 45AT is one of the most spacious floor plans in the industry with over 480 sq. feet of liveable space. Our 40DX is an all new opposing seating 40 footer with 450HP Cummins engine, aqua hot, and all new theater seating recliners.
Generally, what exciting designs, floor plans, new materials, and manufacturing techniques culminating in the final products will THOR introduce to consumers in 2015?
There are several new floor plans. First, the redesigned 45AT Tuscany offers a huge kitchen area, as well as a 100″ L sofa and a 60″ LED television. The 42HQ offers a “peninsula” like kitchen with large open windows. The 34ST Tuscany offers a customer a full wall slide, a king bed, a 360HP motor, high gloss wet look wood, and full pass through storage at around 35 feet. All Thor Motor Coach diesels will now have LED lighting in the awnings, all will be pre-wired for solar panels, and all will have low profile roof A/Cs. Our all new 100% Amish cabinetry is something we are very excited to have in our coaches. We offer a light glazed resort cherrywood and also a darker Milan cherry high gloss wood.
How does innovation in design shift consumer opinion thereby creating progression in the RV industry?
The more innovative we are as a company the more appealing it seems to be to a customer. By creating something unique and innovative, THOR is giving customers an idea they may not have had before. You’re not influencing their decision but rather showing them the progression of the industry and sharing new ideas that some of our customers may not have seen before or in some cases not thought possible for a motorhome.
2015 Palazzo Diesel Pusher Exterior Designs by THOR
2015 Palazzo Diesel Pusher Décor by THOR
2015 Palazzo Diesel Pusher Floor Plans by THOR
How practical has THOR been in the design and production of its latest 2015 line-up of RVs? Has THOR integrated more green options at the design and manufacturing stages?
We’ve been very practical. We want to create a coach that not only is practical for a family or consumer, but also functional. Functionality is incredibly important when you consider some folks move their livelihood into their coach. I believe we offer the most functional coaches in the industry. We incorporate some green options into our coaches; some to mention are all of our gluing processes, for the sidewalls and lamination in particular are done with a green adhesive. Also by using diesel exhaust fluid in our engines, the coaches are lowering the pollutants in the emissions.
How has market, environmental and financial factors shifted to define the trends for THOR and their consumers in 2015? What does it take for THOR to be on the leading edge in the RV market and what challenges have you overcome?
The market for diesel motorhomes has continued to go in a positive direction for 2 years straight now. With approximately a 25% increase in 2013 and an additional increase in 2014, we are continuing to see a high demand for diesel motorhomes. It takes a lot of hard work and constant desire for improvement to be on the leading edge. We utilize all options to be the leading innovator. We even frequently visit home and garden shows to get ideas for new models.
Do you foresee the RV industry expanding as more economical RV travel increases for people of all ages?
I do. I think that a lot more people are embracing the outdoors and the RV experience. These experiences are shared throughout families and friends. With the price point of nice motorhomes continuing to become more affordable, I believe you’re seeing a lot of the younger demographic of customers starting to embrace the RV lifestyle and travel experience.
The post RV DESIGN AND MANUFACTURING TRENDS FOR 2015 WITH RYAN ELLSON, REGIONAL SALES MANAGER (DIESEL) FOR THOR MOTOR COACH appeared first on Guarantee RV Blog.