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Damon/Four Winds Now Thor Motor Coach

Posted By RVBusiness On September 8, 2010 @ 11:15 am In Breaking News | 6 Comments

Thor Motor Coach logoBill Fenech, president of Damon Motor Coach and Four Winds International, today (Sept. 8) announced a strategic plan to consolidate the operations of Damon and Four Winds to form Thor Motor Coach.

Today, Damon and Four Winds combined are the No. 1 retail selling motorhome in the industry, Fenech said, referring to Statistical Surveys Inc., year-to-date through June  sales figures. This consolidation is a natural progression of bringing these two companies together to form one company to maintain this market leading position, he stated in a news release.

Fenech reaffirmed the reasons for the consolidation: “The most motivating reason for this consolidation was to help our dealers and retail customers by building incredible brands supported by a strong name. This new structure will help us to leverage the Thor name, which is known for its strength and stability, while allowing us to better focus on our value oriented individual brands. Developing hot, innovative products through intense dealer and retail customer feedback is critical to our success and will continue to drive how we do business and will only improve with this increased focus. Damon and Four Winds were always lean operations but this consolidation will help to make Thor Motor Coach even leaner, driving our costs down which we will pass on to our dealers and retail customers.”

Product development and sales will be structured for maximum product and dealer focus by dividing up the Thor Motor Coach brands into three separate sales and product development groups – gasoline Class A’s, Class C’s and diesels.

  • Dana Simon, a 20-year veteran of Four Winds, will be the vice president and general manager of the gas Class A and Class C brands which include Hurricane, Windsport, Daybreak, Challenger, Four Winds and Chateau.
  • Matt Thompson, a seven-year veteran of Damon, will be the vice president and general manager of the diesel brands which include the Serrano, Avanti, Astoria and Tuscany.

“This is absolutely the best move to better serve our dealers and retail customers. We are truly a great company to work with. We always put our dealers and customers before ourselves. I personally believe our customer service and parts are among the best in the industry,” said Thompson.

“With the accumulated efforts of our excellent employees from both divisions I’m sure we will provide the best products and services to our loyal dealers and retail customers. We have made fantastic strides in our quality, and I feel our quality ranks up there with higher priced products. This an exciting time for all of us; especially our dealers,” said Simon.

Damon Motor Coach and Four Winds International and now Thor Motor Coach are part of Thor Industries Inc. Jackson Center, Ohio.

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6 Comments (Open | Close)

6 Comments To "Damon/Four Winds Now Thor Motor Coach"

#1 Comment By Jay On September 8, 2010 @ 11:41 am

Finally something to get excited about! I’m talking with my sales guys & we all agree this is a positive move. I have some phone calls to make… thanks, Jay

#2 Comment By Chris M. On September 8, 2010 @ 1:18 pm

Bill must have forgotten that Forest River owns Coachmen RV when he made his statetment regarding Thor being the #1 motorhome manufacturer. Stat Surveys June stats clearly show that Forest River is the #1 motorhome manufacturer; by almost 400 units.

#3 Comment By Mr. Obvious On September 8, 2010 @ 2:54 pm

The list of gas brands seems to be missing a model, the freedom Roads private label Class C.

Should read… Four Winds, Chateau & Camping World’s Freedom Elite.

#4 Comment By Jay On September 8, 2010 @ 3:33 pm

To quote a RVB article a few weeks back about Stat Surveys, “Thor Industries Inc. won a four-way battle for top spot among all motorhome sales with an 18.7% market share in June”.

Link to the RVB Article:
http://www.rvbusiness.com/2010/08/stat-surveys-june-motorhome-sales-off-5-1/

To quote another RVB article about Stat Surveys and Canadian sales, “Thor was the clear leader in all motorhome sales in June with a 40.7% market share”.

Link to the RVB Article:
http://www.rvbusiness.com/2010/08/stat-surveys-canada-rv-sales-strong-in-june/

thanks, Jay

#5 Comment By Chris M. On September 8, 2010 @ 5:03 pm

Jay-

Congatulations! Four Winds had a bunch of Cruise Canada units registered in June. How many of your “retail” registrations in America went to Cruise America? Even if you add Canadian stats to the American stats, Thor is NOT the #1 motorhome manufacturer in North America. Do the math.

#6 Comment By Mr. Obvious On September 9, 2010 @ 8:38 am

I hate to see facts spun, let’s leave that to the politicians.

YTD June Stats (According to Statistical Surveys)
Thor (Damon-Four Winds): US – 1780 CAN – 339 (2119 total)
Forest River (Forest River-Coachmen): US – 2173 CAN – 219 (2392 total)


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