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Baird: Thor Broadens Portfolio At Open House

Posted By RVBusiness On September 20, 2013 @ 10:43 am In Breaking News | No Comments

Robert W. Baird & Co. met with Thor Industries Inc. management and dealers during this week’s Elkhart County RV Open House. The following offers excerpts from Baird’s note to investors.

Notes from Elkhart show. We met with management and dealers at the dealer open house in Elkhart, Ind. The meetings showcased important extensions to the product portfolio. Dealers showed substantial interest in a new Class A product. Dealer inventory remains lean (motorhomes) to balanced (towables), according to our checks.

New products and positioning. Thor introduced a host of new products, most notably the new Vegas and Axis Class A models. Class A chassis have been in limited supply, with most manufacturers on allocation through early next year. To work around the supply constraint, and meet an attractive low price point near $70,000, Thor is building these new Class A models on Class C chassis – an apparent first in the industry.

Dealer inventory lean to balanced. Management characterized dealer inventory as lean to balanced, according to Thor – largely consistent with our checks. Expect strong motorhome backlogs as Thor and other manufacturers struggle to keep pace with demand while chassis supply remains limited.

Less discounting than last year. Promotional activity has become the norm in the RV industry, especially in towables, but Thor is discounting less than it did last year. Management indicated the pricing environment has improved substantially versus last year, likely the result of better management incentives and improved discipline under the leadership of new CEO Bob Martin.

Expanding into new markets. We gained a better appreciation for the upside associated with the recent Livin’ Lite RV LLC acquisition. The brand allows Thor to enter two new markets:

• Camping trailers: Thor will enter the high-end portion of the camping trailer segment, a market Thor had not addressed in the past.

• China: Thor is exporting American-made Livin’ Lite RVs to China – a remarkable development. Volume is small, but the opportunity holds promise as the Chinese middle class expands.

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