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Focusing on the growing entry-level travel trailer market, Coachmen RV Group LLC unveiled a more defined product lineup to over 600 people representing around 160 dealerships during the company’s dealer seminar June 19-21 at the Gaylord Palms Resort and Convention Center in Kissimee, Fla.
“Our goal was to consolidate and reposition our towable lines, particularly in the entry-level sector,” said Michael Terlep, president of Middlebury, Ind.-based Coachmen RV, a subsidiary of Coachmen Industries Inc., Elkhart, Ind. “We reduced our towable product lines by 45%.”
In the entry-level arena, Terlep said the company consolidated three travel trailer products  – the Catalina along with the Old Glory and Liberty Edition Spirit of America lines – into an all-new Spirit of America travel trailer series. “The consolidation resulted in more clarity and focus on that market,” Terlep said. “The line was very well received by the dealer body. ”
The new Spirit of America, offering conventional wood frame, aluminum-sided construction, features 14 floorplans compared to the 40 floorplans in the three combined lines last year.
Terlep said the towable consolidation resulted in some reorganization on the production side. “We dedicated certain plants to specific products instead of running two or three different lines in the same facility,” Terlep said. “Basically we leveraged our assets.”
Coachmen also “redesigned, reengineered and repositioned” the company’s lightweight, laminated, aluminum frame Capri and Captiva travel trailer lines while successfully hitting a stronger price point with the Somerset fifth-wheel.
“We have a 37-foot, triple-slide Somerset retailing for around $42,000 that fits right into that mid- to mid-high-luxury fifth-wheel market,” Terlep said.
Several new floorplans were added to the company’s Sportscoach Class A diesel division and the gas-powered Class A Aurora and Epic lines.
“We have been gaining significant market share over the past year in the Class A sector, particularly diesel,” Terlep said.
Other products on display during the meeting included a new triple-slide 30-foot Concord Class C along with an expansion of the company’s Adrenaline sport utility towable line introduced at last year’s Louisville Show.
“We introduced the Adrenaline with just a few floorplans,” Terlep said. “At the dealer seminar we showed a complete product line.”
He added, “Overall, we had tremendous dealer response and strong order activity for the new product. Now we need the support of a rebound in the marketplace.”