Heartland Initiates Fast Track for Prowler Line
Heartland Recreational Vehicles has restructured management and realigned overall marketing strategy for its Prowler line of towables, recently naming Bryan Walczak to serve as general manager.
Initially set up as a stand-alone business unit, Prowler has been rolled into Heartland’s central operations at its headquarters in Elkhart, Ind. Coley Brady, vice president of sales, will now oversee Prowler sales and marketing along with the builder’s 13 other travel trailer and fifth-wheel brands, according to a news release.
“Essentially, it’s all hands on deck to make Prowler one of the most desirable brands in the industry,” said Brady, noting that Heartland had developed a 60-page product/feature book for its dealer body. “We have devoted additional marketing, engineering and sales resources to Prowler and are committed to re-establishing this iconic brand as one of the industry’s best sellers. The success of Prowler is integral to Thor’s long-term strategy.”
According to Walczak, the builder is intent on “aggressively capturing market share” by leveraging Prowler’s legendary nameplate with consumers while clearly defining and segmenting product lines for its dealer body.
“Because of the strength of the Prowler brand, dealers are able to capitalize on that instant name recognition with buyers,” said Walczak. “Our job is to support that demand with product that is value-driven – hitting distinct price points – and has that needed extra pop with innovative floorplans and awesome eye appeal.”
Heartland, a Thor Industries Inc. company, acquired the Prowler brand among a portfolio of 15 brands from Fleetwood Enterprises Inc., which filed for bankruptcy protection in March 2009. Heartland launched its “next generation” of Prowler towables at last year’s National RV Trade Show in Louisville, Ky.
Walczak, who also serves as general manager for Heartland’s Elkridge and Big Country fifth-wheel lines, said one of his first priorities was to lift production levels to ensure Prowler was sufficiently stocked on dealers’ lots.
“We currently have six fifth-wheel and 17 travel trailers floorplans in production,” said Walczak. “Every one of our floorplans is currently available for timely customer delivery.”
The new Prowler lineup includes:
- Prowler Sport: Designed to meet the entry level, conventional-built travel trailer market, the Prowler Sport has MSRP’s starting at $15,950. Units are available in four floorplans ranging in length from 23 to 31 feet, most with a single slideout.
- Prowler: Targeting the core of the conventional-built travel trailer business, the Prowler is economically priced with MSRP’s starting at $20,450. The line offers seven floorplans, running from 26 to 33 feet, all with single or double sliderooms.
- Prowler Shadow Edition: The line offers an upgrade to aluminum-framed, laminated construction, with lengths running from 26 to 33 feet and MSRP’s beginning at $23,300. Seven floorplans are available with single or double sliderooms on all models.
- Prowler fifth-wheels: Ranging in length from 25 to 29 feet, the laminated Prowler fifth-wheel offers three floorplans, all with single slides and MSRP’s starting at $22,900.
- Prowler fifth-wheel Shadow Edition: A true mid-profile fifth-wheel entry, the Shadow Edition fiver has MSRP’s starting at $29,900 with lengths of 27 feet to 33 feet. Three floorplans are available with double and triple slides on all models.
Prowler is available in three distinctive décor choices. Other key standard features include upgraded cherry cabinetry, a “Prowler Paw” kitchen countertop offering more usable space, heated and enclosed underbelly, keyless entry and electric awnings. Popular options include an air-mattress hide-a-bed and free-standing dinette.