Heartland Recreational Vehicles LLC today (June 9) announced plans to aggressively revive the iconic Prowler brand, launching production of the former legendary Fleetwood towable line late this summer in a dedicated production facility.
Heartland acquired the Prowler brand among a portfolio of 15 brands from Fleetwood Enterprises Inc., which filed for bankruptcy protection in March 2009. The decision to launch the Prowler series was based on its popularity and incredibly strong brand recognition in the marketplace, according to a news release.
“We view Prowler as arguably the greatest towable name in the history of the recreational vehicle industry,” said Tim Hoffman, vice president of sales for the Elkhart, Ind.-based builder.
“The response from dealers and consumers alike has been overwhelming once people heard that we had acquired the Prowler brand,” added Heartland Director of Sales Coley Brady.
He said Heartland is planning an invitation-only dealer showing for Prowler this summer. “As testament to Prowler’s strength in the market, for 13 years straight Prowler was the No. 1 selling travel trailer and fifth-wheel brand combined (according to Statistical Surveys, Inc.) — a run that has not been repeated.”
Brady said that Heartland will initially offer a wide range of towable products under the Prowler brand. “We have doubled our Louisville show space in anticipation of displaying a series of new product lines bearing former Fleetwood nameplates, Prowler being one,” Brady said.
In line with Heartland’s other towable offerings, the Prowler products will represent “an exceptional and exciting value at retail,” according to Hoffman.
“Prowler will offer RVers unique, set-apart features at some very key price points,” he said. “We have engaged an interior designer specifically for the Prowler launch to ensure that we are developing products that are totally in line with what today’s buyer desires.”
Hoffman added that “Prowler will feature intelligent differentiation from existing Heartland products that are obviously performing exceptionally well in a very competitive market.”
Heartland currently markets more than 15 brands of fifth-wheels and travel trailers and has captured the No. 3 market share in the fifth-wheel category. Heartland’s towable RVs are sold through an independent network of dealers throughout the United States and Canada. The company has more than 1,100 employees.