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Newmar to Clarify Brand Strategy

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Newmar Corp. builds several brands that include both fifth-wheel and C Visit this link lass A motorhome models, but that can create confusion in the mind of many consumers, according to Dick Parks, the Nappanee, Ind.-based company’s president since November.
So, the company will begin the process of refocusing its brands so that certain brands could become strictly towables while others might become strictly motorhomes. “It could end up that way,” Parks said during an interview earlier this month. “We don’t have a concrete plan for doing that, but we want to get rid of some of the confusion on the motorized side of the business first.”
Also, Newmar might, within its motorhome series, eventually separate its gas engine motorhome brands from its diesel pusher brands, added Parks, the former head of the Fleetwood Enterprises Inc. RV Group.
Some of the first evidence of the brand refocusing will be seen during Newmar’s National Dealer meeting in Fort Lauderdale, Fla., June 10-12.
Parks declined to provide details before the dealer meeting but he said the goal is for Newmar’s brands “to have a clear identity, so they are clear in the customer’s mind and help the dealer sell the product.”
Otherwise, in terms of price, Newmar’s brands are positioned at the mid to high end of the spectrum for the categories in which they compete. Parks said he has no plans to re-position Newmar’s products in terms of price.
For model year 2002: Newmar built the following brands: American Star travel trailers and fifth-wheels; Dutch Star gas and diesel Class A motorhomes; Kountry Aire fifth-wheels and diesel pushers; Kountry Star fifth-wheels and gas and diesel Class A’s; London Aire diesel pushers and Mountain Aire fifth-wheels and gas and diesel Class A’s.

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