More than 350 people turned out Wednesday morning (Nov. 28) to hear details about Grand Design RV Co., a new RV manufacturer formed by a trio of former Thor Industries Inc. executives that will enter the market with an extended-stay Solitude fifth-wheel brand.
Led by Grand Design President Don Clark and brothers Ron and Bill Fenech — all co-owners in the company — Grand Design will start building RVs in December with two other yet-to-be-named brands scheduled be in production by the end of 2013.
”We are going to be a full-line manufacturer,” said Clark, the former president of Dutchmen Manufacturing Inc. ”The very small niches, we are not going to focus on. We want to hit the six major categories that are the bulk of the market.”
Ron Fenech is the former senior president of Thor’s RV Group and Bill Fenech is the former head of Thor Motor Coach (formerly Damon Motor Coach).
All three took turns presenting their vision for the company and the strategy they will employ to a standing-room-only crowd at the Crown Plaza Hotel during the Recreation Vehicle Industry Association’s (RVIA) 50th Annual National RV Trade Show in Louisville, Ky.
”We wanted to make a statement to all of you that we are in this for real, that we are in this for the long term,” said Ron Fenech. ”This is not something to keep us busy a couple days a week in retirement. We are really into this.”
Although the Fenech brothers carry no official title other than ”co-owner,” both said they will be involved in the day-to-day operation of the company but that Clark will be the decision-maker. Grand Design general manager will be Marc Hauser, while Jerry McCarthy serves as vice president of service operations. Both are former Dutchmen executives.
Grand Design has set up shop in a 67-acre complex with 400,000 square feet of production and support facilities near the Indiana Toll Road north of Middlebury, Ind.
”We’ve got our first proto on line,” said Ron Fenech.
Solitude, which will retail in the low- to high-$60,000 range depending on equipment, will feature a 101-inch-wide body, 6-foot 6-inch ceilings, king-size beds, walk-in closets, 40-inch-deep slideouts, solid surface countertops and slam-latch baggage doors.
The retail introduction of Solitude at the Florida RV SuperShow in January will be followed by a mid-priced laminated travel trailer and fifth-wheel series in spring and probably a luxury toy hauler fifth-wheel brand by fall. A luxury fifth-wheel, along with a lightweight travel trailer and an entry-level travel trailers are in the planning stages.
”We are taking it slow,” Bill Fenech said. ”We are going to take our time. We are going to do what the market says. We want to brand the company as much as our individual brands. We want to sign up Grand Design RV Co. dealers. There will be one Grand Design RV dealer in a (specific) marketplace. You won’t have to worry about it being shopped down the street with another (Grand Design) brand.”