Monaco Coach Corp., Thor Industries Inc. and Winnebago Industries Inc., recorded significant retail market share increases in the motorhome sector during 2000, according to Statistical Surveys Inc., an independent market research firm.
The three firms gained, to a significant degree, at the expense of long-time market share leader, Fleetwood Enterprises Inc., Riverside, Calif.
Fleetwood remains the retail market share leader in motorhomes – and by a considerable margin – but its leadership position continued to erode in 2000.
In Class A’s, Fleetwood’s difficulties were the most pronounced. It remained the No. 1 producer of Class A’s but Fleetwood’s retail market share declined to 22.5%, compared with 25.9 % in 1999.
Fleetwood retailed 8,899 Class A’s during 2000, a 21.3% decline from the 11,305 units its dealers sold during 1999, Statistical Surveys reports.
Meanwhile, Monaco, Coburg, Ore., posted the biggest increase in Class A’s in 2000. Its market share increased to 14.9%, compared with 12% in 1999. Monaco’s dealers retailed 5,918 Class A units in 2000, a 12.7% increase over the 5,253 units its dealers sold during 1999.
Winnebago, Forest City, Iowa, also gained market share in Class A’s to 15.3% in 2000, from 13.9% in 1999. This occurred despite the fact the number of Class A’s sold by Winnebago’s dealers declined marginally in 2000 to 6,047 units, from 6,083 units sold during 1999.
Winnebago remained the leader in Class C’s in 2000 with a 21.4% retail market share, compared with 22.7% in 1999. However, Winnebago’s retail sales of Class C’s declined 12.6% in 2000 to 3,482 units.
Coachmen Industries Inc., Elkhart, Ind., pulled ahead of Fleetwood in 2000 to into the No. 2 position in Class C’s, with 19.5% market share. Coachmen’s dealers sold 3,169 Class C’s last year, a 12.9% decline from 1999.
Fleetwood’s market share in Class C’s was 19.1% in 2000, compared with 21.5% in 1999. There were 3,094 Fleetwood Class C units retailed in 2000, an 18% drop from 1999.
Thor, Jackson Center, Ohio, bucked the trend in the Class C market. Its market share climbed to 18.4% in 2000, from 15.5% in 1999, and its volume increased 9.7% to 2,982 Class C units retailed during 2000.
For more details about the industry’s performance in 2000, and the outlook for 2001, see the April edition of RV Business magazine.