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RVB Best of Show: TMC’s A.C.E. Motorhome

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December 10, 2010 by   Leave a Comment

Thor Motor Coach A.C.E. on display in Louisville.

Thor Motor Coach A.C.E. on display in Louisville.

There were plenty of innovative new RVs on display at RVIA’s 48th Annual National RV Trade Show in Louisville, Ky., and that’s no surprise because tough economic times tend to bring out the best in many companies as they turn up the R&D focus to better compete for market share in a tight market.

Among the most eye-catching were Evergreen Recreational Vehicles LLC’s starkly different Element travel trailer, Fleetwood RV Inc.’s innovative rear-slide Tioga and Jamboree Class C, Monaco RV LLC’s futuristic Holiday Rambler Trip Class A, Earthbound RV’s chic new travel trailer, Airstream Inc.’s classy Eddie Bauer Edition Airstream, Open Range RV Inc.’s patio-equipped fifth-wheel, Dutchmen Manufacturing Inc.’s new high-end Voltage toyhauler and Winnebago Industries Inc.’s redesigned Winnebago Tour/Itasca Ellipse Class A.

But the RVBusiness staff’s unanimous choice for “Best of Show” was Thor Motor Coach’s A.C.E. Class A motorhome.

“In our view, the A.C.E. – an acronym for “Class A & C Evolution” – is a prime example of a post-recessionary motorhome that addresses the changing tastes – and wallets – of American consumers yet retains in the process a degree of style, dignity and even a touch of class,” stated RVBusiness Publisher Sherman Goldenberg.

Bottom line, the A.C.E., designed on a 16,000-pound GVWR, gas-fueled Ford chassis to combine the best attributes of Class A and C motorhomes, is a sharp-looking, kid-friendly, entry-level coach with full body paint, electric jacks, rear-view camera, kitchen slides, optimal storage, pet-friendly accoutrements and an electric drop-down cockpit bed that retails for under $80,000.

“You’ll see show specials for $69,995,” said Thor Motor Coach President and CEO Bill Fenech, “which will be a great deal for the customer, and the dealer should be very happy with his margin on that. We want our dealers to make money, but we want our customers to be able to get into the coach. They are going to get into it for not much more than a Class C price point.”

Imagine that?

A.C.E. interior

A.C.E. interior

“The ACE is a real neat project,” added Fenech. “It started out as an entry-level motorhome. We wanted to get into that price segment even more than we were. We wanted to be aggressive. So, instead of just coming out with a price piece that is just another me-too motorhome, we looked at the market a little differently. We looked at the Class A and Class C markets, and there are some advantages to both products for the buyer. We looked at the two, hence the name A.C.E. – A & C Evolution.”

Floorplan, eye appeal and price are the key ingredients that appeal to the retail buyers, said Fenech, and the A.C.E. was designed with those three priorities in mind.

Consistent with a market that in some cases has consumers looking for smaller vehicles, the A.C.E. is a relatively short 29 feet, 7 inches, in length – shorter than some Class C motorhomes – yet it offers 84-inch headroom.

The cockpit tends to appeal to more of a Class C buyer, with a moderate exterior eyebrow in a front cap that houses an overhead front bunk and smaller windshield with an integrated visor that, according to Fenech, limits distracting direct sunlight and heat. “Women are saying that this doesn’t feel as overwhelming as a big bus,” says Fenech.

In addition, drivers can check out the coach’s passenger side with a uniquely placed floor line window while a large conversation mirror above the driver’s seat affords a good view of the living space.

Storage capacities, on the other hand, lean more toward the traditional Class A, with exterior “mega-storage” including a relatively huge rear curb-side compartment.

Major passenger-side basement storage compartments are located under the patio awning, while noisy heat-generating appliances are located on the driver’s side of the coach away from the activities. Campsite hookups are situated on the driver’s side rear of the coach.

Incorporated in the entry step is a storage drawer and toolbox for keeping tools, gloves and other RV gear without having to track through the coach, and there’s a broom and coat closet at the entry door in addition to a “Motorhome Mud Room” at the main entrance door for dirty shoes and gear.

In the final analysis, however, the fact that the A.C.E. is inordinately pet-friendly – with an “integrated tiedown” for dogs outside plus an inside “Kibble Station” for feeding pets – was the icing on the cake in opting to name Thor’s A.C.E. “Best of Show.”

“We tried to do a price leader coach before,” added Fenech, “but we could never get it right. Everything we put in this coach, we did for a reason. Every single dollar we spent or dollar we took out, we did it for a reason.”

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