Heartland Recreational Vehicles LLC continued to strengthen its presence in the Canadian towable marketplace last year, reporting solid market share gains in a tight retail environment while partnering with several new dealers in key regions of the country, according to a news release.
According to Statistical Surveys Inc., the Elkhart, Ind.-based manufacturer boasted a 63.8% increase in market share compared to 2008, moving Heartland to the No. 9 ranking among all U.S. towable builders serving the Canadian marketplace.
Underscoring its capacity to outperform the market, Heartland also posted a gain in year-over-year unit sales – bolstered by demand for its North Trail travel trailer line – and grew overall market share from 2.0% to 3.2%. Industrywide, Canadian sales by U.S. towable manufacturers were down 38.5% and off nearly 20,000 units for the full year.
“Obviously, we are pleased with our 2009 performance in a challenging Canadian market,” said Brian Brady, president and CEO of privately held Heartland, which launched production in 2004. “Early on, we recognized that building our relationship with Canadian retailers and consumers would be a key component in Heartland’s long-term growth plan. We accomplished that last year, adding new partners to our dealer body and boosting sales with products that resonated with Canadian RVers.”
In terms of fifth-wheel sales, Heartland earned the No. 4 ranking among U.S. builders as the company grew overall market share from 6.5% to 7.9% based on a 21% year-over-year increase. Heartland’s Sundance mid-profile line ranked as the No. 5 selling fifth-wheel, posting a dramatic 727% jump in market share and a 206-unit rise in sales from 2008. That was accomplished in a sector that ended the year down 39%.
On the travel trailer side Heartland’s lightweight North Trail series, introduced in May 2008, improved market share by 110% and increased sales by 60 units. Industrywide, travel trailer sales by U.S. builders fell nearly 37% from the previous year.
Brady noted that the Canadian market will remain a priority in 2010 as Heartland is intent on furthering dealer relations and building market share with “new products, features and innovations that cater to the needs of Canadian RVers.”
“There is a huge potential for Heartland in the Canadian retail market,” he said. “Like the U.S., we are seeing a comeback in sales this year, and Heartland is positioned to grab an even larger piece of the pie.”