Heartland Posts Gains in November Fiver Sales
While the industry’s performance for fifth-wheel sales was essentially flat last November, towable builder Heartland Recreational Vehicles LLC posted noteworthy year-over-year gains in unit sales and overall market share, according to a news release from the Elkhart, Ind.-based manufacturer.
“Heartland continued to show strong growth in a marketplace that was still in a recovery phase,” said Tim Hoffman, Heartland vice president of sales. “We have consistently outperformed the industry, which was again reflected in November’s retail numbers.”
Fifth-wheel sales industrywide were down 7.2% in November from a year ago and 31.5% for the first 11 months, according to the latest report from Statistical Surveys Inc. (SSI). In contrast, Heartland’s sales jumped 57 units for the month, while market share rose from 10.1% to 13.4%. Year-to-date, the builder recorded a 19.6% improvement in overall market share to earn the No. 3 ranking among all manufacturers.
“Heartland’s growth is the result of a team effort with our dealer body,” Hoffman noted. “Even when fifth-wheel sales were down, we were focused on building new product that reflected changes in consumer buying trends. Our dealers recognize Heartland’s proactive approach to research and development, and have done an exceptional job of selling our product in a very competitive environment.”
The Bighorn luxury fifth-wheel line continued to be the company’s leading brand in November. Unit sales were up nearly 20% as the Bighorn was the No. 3 best-selling fifth-wheel in November. Accordingly, Heartland responded by increasing production and adding several new features to the Bighorn lineup in December.
“Everything is in place for Heartland to have a tremendous 2010,” said Hoffman.