December '18

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Page 28 of 88

R V M A N U F A C T U R E R S H eading into 2019, a rebound is underway at REV Rec- reation Group's Class A motorhome business. New Vice President/General Manager Pat Terveer laid the groundwork for the rebound late last year when he reconfigured the Class A business into three divisions: high-end diesel (luxury models), core diesel and gas. In tandem with this reconfiguration was a thorough review of what made certain brands under the REV umbrella successful in the past – and then determining what success moving forward should look like, according to Mark Lombard, Class A gas product manager. Notably, REV Group encompasses three of the most storied and successful names in the Class A business – Fleetwood, Holiday Rambler and Monaco – whose successes for decades set the standard for the rest of the RV industry. While the company placed a respectable third in Class A motorhome retail sales in 2017 (see Figure 1 on page 32), no one in the REV Recreation Group's Class A management team by year end was truly satisfied with its performance, according to Lombard. "We were trying to be everything to everybody – and all points in between" before Terveer arrived, he says. REV's staff sharpened its focus by identifying underper- forming lines and then reduced the overall number of Class A models by 30 percent and the number of floorplan offerings by 40. Lombard says the decision was made with the goal of simplifying the production process, the ordering process for dealers and, ultimately, consumers' buying decisions. REV Group unveiled its 2019 models back in June, so dealers have already been retailing those motorhomes for several months. A gratifying response at retail shows in Hershey, Pa., and Pomona, Calif., plus a strong showing at the Open House in Elkhart, Ind., have lifted the spirits of REV Group and seem to have validated the changes. Here's a look at how the product managers at these three teams changed their products and are using the "top-step" approach to sell them. ALL REVVED UP By Steve Bibler Heading into 2019, REV Recreation Group looks to fortify its standing in the Class A motorhome market with a slimmed down, revitalized product lineup.

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