Heartland Prowler Eyes Spring Selling Season
Following the much anticipated launch at last year’s Louisville Show, Heartland Recreational Vehicles LLC went into full production in early January with its new generation of Prowler trailers, operating from a newly acquired, dedicated facility at its Elkhart, Ind., campus.
“Based on the positive response in Louisville and solid retail interest in the early January and February shows, it is obvious that dealers and retail consumers want Prowler in the marketplace,” Nick Eppert, Prowler general manager, stated in a news release. “We are focusing all of our efforts to fulfill our model lineup as quickly as possible and bring this legendary brand back to the marketplace in time for the spring selling season.”
The iconic Prowler nameplate was purchased among a portfolio of 15 brands from Fleetwood Enterprises Inc., which filed for bankruptcy protection in March 2009. Heartland, which was acquired by Thor Industries Inc. last September, emphasized that while the Prowler’s revival was based on its strong name recognition the new generation will “establish its own identity among consumers.”
“From the outset, our management has said that Prowler would not be a re-branded, re-badged clone product,” Eppert said. “The Prowler product will be autonomous from any other Heartland or Thor product currently in the market.”
He noted that Heartland’s investment in independent facilities and personnel would also eliminate the “normal constraints” involved in a product launch. “Having a dedicated facility to Prowler, we do not have production constraints and can deliver product to our dealers in a timely manner as the spring selling season approaches,” said Eppert. “Our ability to react to the market and offer more overall value will separate Prowler dealers from their competitors.”
Eppert reported the new Prowler line will consist of both wood-and-aluminum and laminated travel trailers, along with mid-profile fifth-wheel floorplans. “We will be hitting the heart of the towable market,” he said. “As with all of Heartland’s products, we will distinguish the Prowler with innovative, set-apart features and aggressive pricing that will promote franchise value for our dealers.”