RV PRO

Recognized Supplier Guide '19

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rv-pro.com January 2019 • RV PRO • 15 and videoconferences with our customers to understand how they think and live and then incorporate that knowledge from the very early stages of product development," he says. "From that research, we know we have two significantly different customer groups for our Class B units. "One group is an RVer, but the other group is really a non- RVer that doesn't use it like an RV. One of our most popular units for this group is The Lounge, which seats nine people. These are luxury affluent buyers, many of whom have second and third homes and use the Class B to travel and tour from one home to the next. For those buyers, on-board amenities like the bathroom are extra to them. This buyer puts a lot of value into both our brand and into Mercedes-Benz' brand. They're buying the quality, but they're also buying the image. "We know these customers are living life at the highest level," Garner adds. "Many are entrepreneurs or business leaders and this is part of their bucket list. It's part of their lifestyle. We know that 50 percent of them also have boats and motorcycles. Most have luxury cars. We really use those preferences to understand them and provide the best possible product." And along with the best possible products, Airstream's discerning customers also expect the best possible service, according to Razo. "That level of service extends completely through the process of shopping, purchasing and throughout the ownership experi- ence," he says. "We have dealer standard programs, for example, that we use to ensure that every dealer meets these very high standards. From the sales teams to the service bays, every touring coach customer completes a survey that rates our dealers on nearly every possible aspect of the process. We do that because we want to ensure when a customer comes in and buys one of our units they can get the absolute highest level of experience anywhere. Once a customer begins the process of purchasing an Airstream, everything should be best-in-class." Best-in-Class Products, Brand Partnerships Airstream has reached its current motorized sales level of more than 750 retails annually by relying on the strength and popu- larity of its 24-foot Interstate EXT Class B Touring Coach. Sales for this model have established Airstream as the No. 1-selling Mercedes-Benz Class B for six years in a row. Meanwhile, Airstream launched its popular Atlas Class B+ Touring Coach the end of 2017. Both the Atlas and the Interstate EXT are built on the Mercedes-Benz 3500 platform. Separately, a recent brand collaboration with Seattle-based

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