Heartland RV Names Coley Brady VP of Sales
Charged with extending Heartland Recreational Vehicle LLC’s record of vigorous growth and expansion, Coley Brady was recently named vice president of sales and will oversee development of 13 travel trailer and fifth-wheel brands for the Elkhart, Ind.-based builder.
Brady, 32, joined Heartland seven years ago after graduating with an accounting degree from the University of Notre Dame and serving as a CPA for a major Chicago firm. He worked in sales and as a brand manager for Heartland before being promoted to director of fifth-wheel sales in 2008, according to a news release.
“I started with Heartland six months after the first unit rolled off the line,” said Brady. “It’s been exciting and rewarding to have played a part in the phenomenal market share growth that established Heartland as one of the industry’s leaders. Going forward, however, we will not become complacent. We will continue to be innovative and aggressive with product development and, in turn, continue to build franchise value for our dealer body.”
Brady will direct sales operations for all of Heartland’s brands except the newly introduced Prowler series, which was part of the company’s purchase of Fleetwood Enterprises Inc.’s towable brands last February. His promotion comes in the wake of Thor Industries Inc.’s September acquisition of a controlling interest in Heartland from private equity firm Catterton Partners.
The Elkhart native said one of his key objectives was to gain ground in the high-volume travel trailer sector. After entering the marketplace in May of 2007, Heartland has strategically broadened its brand and floorplan selection, owning a 4.2% market share through August, according to Statistical Surveys Inc. Serving as a yardstick, Heartland has built a 13.1% market share among all domestic fifth-wheel builders since entering the industry with its Landmark luxury fiver line.
“The goal is to see market share gains on the travel trailer side similar to what we have accomplished in the fifth-wheel sector,” he said.
Brady emphasized that the core of Heartland’s success stemmed from its commitment to its dealer body, which has grown to include 604 locations nationwide.
“The thing to remember is that your dealer relations are only as strong as your product,” he said. “We have been working hard to make sure our price points are carefully thought out and strategically positioned to deliver an outstanding investment opportunity for our dealers. That’s what earns dealer loyalty.”
Heading into this month’s National RV Trade Show in Louisville, Ky., Brady said that the builder was on target to cap off its strongest year to date.
“We will not be debuting any new brands at the show, but we will have plenty to talk about with over 30 terrific and exciting new floorplans on display along with some really exciting new features,” Brady said. “Louisville represents the start of another year of growth for Heartland.”