Company leaders highlight market share gains, new products and investments in manufacturing and customer service despite challenging industry conditions.
Alliance RV continues to outperform the broader recreational vehicle market, company executives said during the Elkhart RV Open House, and pointed to retail sales growth, expanded manufacturing capacity and a move into the motorized segment during a state-of-the-business presentation.
Coley Brady, co-founder of Alliance RV, said the company’s year-to-date retail sales increased 5.7% across the United States and Canada, according to Statistical Surveys Inc. data, while the overall market declined 15.6%.
“We are clearly taking (market) share as a group here and we are winning in a very competitive market,” Brady told dealers.
The performance comes as manufacturers navigate a challenging retail environment. Brady credited part of Alliance’s success to a consumer rebate program launched July 4, several months earlier than similar promotions in previous years.
Alliance invested more than $1 million in the fifth-wheel rebate initiative, which Ryan Brady — Coley’s brother and Alliance co-founder — said helped stimulate summer sales and reduce remaining 2026 model-year inventory.
The company recorded its strongest May, June and July retail sales in its history. Alliance also reported selling more than 100 units at the Hershey RV Show, with surrounding Northeast dealerships accounting for approximately 25 additional sales.
Since its founding in 2020, Alliance has retailed more than 35,000 RVs, Ryan Brady noted.
Expanding Products & Production
Alliance’s growth strategy has emphasized deliberate product introductions and maintaining relationships with approximately 225 dealers across the United States and Canada.
The manufacturer’s portfolio has expanded from the original Paradigm fifth-wheel to include Valor toy haulers, Avenue fifth-wheels, Delta travel trailers and Benchmark destination trailers.
For 2027, Alliance is introducing additional products, including the Aurum, an ultra-premium fifth-wheel.
A significant development is the company’s entry into the motorized market following its February 2026 acquisition of Midwest Automotive Designs. The acquisition includes approximately 170,000 square feet of manufacturing space and provides Alliance with an established platform for producing Class B motorhomes.
Alliance plans to introduce two Ford-based, Alliance-branded vans through its existing dealer network. Participation will be optional for dealers.
Ryan Brady said Midwest’s operations are currently producing at an annualized rate of approximately 900 vehicles.
The company also continues investing in its towable manufacturing operations. Alliance now operates six production lines encompassing approximately 1 million square feet under roof. A recently completed fifth plant provides additional production capacity and houses upgraded Paradigm manufacturing operations.
Service & Dealer Support
Customer service remains another priority as Alliance expands.
Bill Martin, vice president of customer service, said the company maintains a quality and service team exceeding 50 employees and conducts performance audits on every RV produced.
Alliance also acquired a 40,000-square-foot service facility featuring 30 bays and approximately 60 employees dedicated to aftermarket retail service.
Curtis Carlson, vice president of dealer service, highlighted investments in digital tools, including a dealer portal designed to improve communication and service transactions.
Marketing initiatives include dealer-focused digital content, product walkthrough videos, cooperative advertising opportunities and consumer lead distribution.
Alliance also continues strengthening customer relationships through its annual owners rally. This year’s gathering attracted 375 RVs, with more than 100 additional owners on a waiting list. During the event, Alliance provides service work, including certain repairs outside warranty coverage.
Coley Brady emphasized that the company’s continued expansion remains tied to its founding commitments to product quality, dealer profitability and employee retention.
“We’ve been deliberate with our growth, building the brand, which is, I think, paying off for us and you guys with the retail activity that we’ve seen,” Brady said.
