Heartland RV’s Bighorn Captures Market Share
Offering consumers an attractive price point and a variety of functional floorplans, Heartland Recreational Vehicle LLC’s full-profile Bighorn fifth-wheel line continues to build market share, garnering the No. 3 overall brand ranking in the May report from Statistical Surveys Inc.
“Our Bighorn line generated impressive sales during the first five months of 2012,” said Coley Brady, vice president of sales for the Elkhart, Ind.-based builder, noting that Bighorn was the No. 1 selling fifth-wheel through May in the hotbed states of Texas, Florida and Alabama and the top full-profile line in Canada. “It confirms that we are building product that consumers recognize as a discernible value in the high end of the fifth-wheel marketplace with the right combination of residential-style amenities backed by superior fit and finish.”
According to a press release, a key factor driving sales is Heartland’s decision to market the Bighorn as a full-time coach. Eleven models, with base MSRP’s starting at $59,900, feature laminated roof, sidewall and floor construction that reduces noise while providing the structural integrity and thermal insulation required for four-seasons RVing.
“Our use of seamless laminated construction really sets us apart from the competition at the price point that we’re hitting with the Bighorn,” said General Manager Kary Katzenberger. “It meets the demands of a growing full-time demographic, which is mushrooming with the influx of Baby Boomers and people that are using their RV as a mobile office.”
Katzenberger reported that Heartland would be debuting three new configurations in the Bighorn line at this year’s Elkhart County RV Open House set to run Sept. 17-21.
Of equal importance to Bighorn’s early 2012 success was the addition of the Silverado by Bighorn series that was unveiled to dealers during last September’s Open House.
“The Silverado addresses a key segment in the marketplace,” said Katzenberger, noting that base MSRP’s start at $44,900. “It provides the upscale interior amenities of the Bighorn at an aggressive price point while also offering extended stay, three-seasons construction. We are not only selling to seasoned RVers looking to upgrade, but also first-timers that want to enjoy the benefits of a full-profile fifth-wheel.”
Silverado, which includes four couples coaches, also addresses large families with two bunkbed floorplans.
The Bighorn and the Silverado share several key features, including stackable washer/dryer hookups, Heartland’s industry-first 88-degree turning radius and a universal docking center. Lengths for the Bighorn range from 35 to 40 feet while Silverado models run 33 to 40 feet.