Airstream Inc. Expanding International Footprint
Airstream Inc. announced it has appointed new dealers in China, South Korea and Australia as part of the company’s global expansion strategy.
According to a press release, Airstream will manufacture and assemble the trailers at the company’s factory in Jackson Center, Ohio, but redesign the units to “fit the unique specifications of each country.” Once completed, the units will be shipped abroad to independent dealers in each market.
Airstream said its three new dealers in China, located in Beijing, Shanghai and Xiamen, will service a “burgeoning population of consumers that are discovering the RV lifestyle.” As China continues to grow its campground infrastructure, Airstream expects to be a brand in demand by both traditional RVers and collectors because of its iconic American design.
Airstream’s retail expansion into South Korea and Australia allows the brand to “tap into existing RV markets and reach outdoor adventure enthusiasts looking for a well-built RV that represents the highest of quality and design.”
Airstream is already established in the UK, continental Europe and Japan, and is evaluating interest from other markets including South America, South Africa and Russia.
“The addition of these five dealers to Airstream’s global network is a key part of the company’s long-term strategy that we anticipate will generate a new group of passionate Airstreamers abroad,” said Airstream CEO and President Bob Wheeler. “Advancing Airstream’s international business with the right partners is the key to our success in foreign markets, and through the highly selective process I feel we have found great representatives in these new countries.”
In China, Airstream will operate under the name Flying Cloud by Airstream Inc., USA, and produce units no larger than 23 feet and 2.5 meters wide in accordance with regulations set by China’s department of transportation. By early 2013, each dealer across China, South Korea and Australia will have product inventory available including the Sport, Flying Cloud and International models.
Additional information on the new dealers includes:
• Shanghai, China: Ameritrade Trading Ltd. will represent Airstream in Shanghai. The dealership owner has a deep fondness for the brand, so much so that he named his son Wally after Airstream founder Wally Byam. As former president of the Harley Owners Group in Shanghai, the dealer has a unique understanding of how to market American products to the Chinese.
• Beijing, China: LanDE currently has a network of Jaguar/Land Rover dealerships and has an outstanding reputation for attention to detail and customer service in the luxury automobile sector. The Beijing retailer brings a blend of successful business background with knowledge and passion for Airstream and the lifestyle it represents.
• Xiamen, China: Smart Hero, based in the picturesque city of Xiamen, has a diversified portfolio of unique dealership businesses. They are the authorized Chinese dealer of recreational products such as Cessna aircraft, John Deere utility vehicles, and Sea Ray Yachts. The addition of Airstream travel trailers to their current lineup of these well-known brands is intended to establish Smart Hero as the marquis dealer of high-end recreational products.
• Bateman’s Bay, Australia: A&A Industries will operate Airstream Australia and specializes in providing recreational vehicles to high-end luxury travelers who want to experience long term travel on the open roads. Wheeler recently attended the grand opening of Airstream Australia as the brand’s official launch in the market.
• Seoul, South Korea: Bluebird RV is a full-service RV dealership in Seoul that retains the experience and manpower to make Airstream a key competitor in the market. The dealership’s location provides access to more than 400 commercial campgrounds and national parks.