Howe, Ind.-based Cruiser RV is rolling out its fresh new brand image at next week’s Elkhart County’s 6th Annual Open House Week. According to a press release, the repositioning stresses the builder’s family roots and personalized service.
“We’re smaller compared to compared to the large corporate mergers and mega-OEMs, but that’s OK,” said Jeff Fought, president. “My dad, Dave Fought, started DRV in 1999 from scratch and carved out a niche in the high-end fifth wheel market before it was even popular. Today we’re taking that grass-roots heritage and applying it to the Cruiser division.”
Fought reported that Cruiser RV has been soley focused on the lightweight travel trailer market since it was purchased by the Foughts almost 10 years ago. Their goal from the beginning with Cruiser was to make it a personal, friendlier company, not only to do business with but to become more intimate with the product in design and marketing to a niche. The lightweight to mid-profile market has seen tremendous growth in recent years and Cruiser RV products, like Fun Finder, Enterra, Radiance and Shadow Cruiser, meet the demands of dealers and consumers.
“Hard work and a passion for perfection have contributed to our success and rapid growth,” said Jay Mohamed, vice president of sales and marketing at Cruiser RV. “Jeff and his father are down-to-earth people and dealers respond to that. Dave Fought was an engineer and executive at Starcraft for over 20 years before co-founding SunnyBrook RV in 1992. This experience in the industry is evident in all aspects of Cruiser RV’s business style today. We treat everyone the way they’d like to be treated.”
Cruiser RV’s new Genuine Trailers brand is set to premier next week at the Open House, offering packaging and promotional tools that will help dealers more effectively point out the differences between Cruiser products and the industry. The new style reflects the company attitude.
“We’re not big corporate, and we’re proud of that,” Fought said. “And we think our dealers and prospects will understand. The new campaign and brand is scheduled to aggressively influence the retail market later this year.”
Cruiser RV will be set up under a large tent at the entrance to the RV/MH Hall of Fame with their event running Sept. 16-19.