Osborne Addresses Monaco Dealer Congress

June 21, 2011 by · Leave a Comment 

William Osborne

William Osborne

William L. “Bill” Osborne, in his first official address to Monaco RV LLC’s dealer body during the Coburg, Ore.-based company’s Dealer Congress 2011, offered a vision of growth and success founded on “three key elements” – product quality and innovation, supported by a renewed focus on customer care.

The gathering, running June 20-22, attracted representatives from 68 dealerships to the Gaylord Texan Resort in Grapevine, Texas.

“Our intention will be to build the finest coaches in the industry, period,” said Osborne, who will replace outgoing Monaco President Kay Toolson July 1 and assume the role of vice president of custom products for Navistar Inc.’s Monaco and Workhorse Custom Chassis LLC subsidiaries. “This isn’t going to be accomplished by launching some kind of special initiative. We will accomplish it by organizing ourselves to do it, setting higher standards for ourselves, and living up to those standards. It simply has to become part of our DNA and we have to improve on it every day.”

While acknowledging that he was a newcomer to the RV industry, Osborne stressed that his 30-plus years in the global and domestic auto sector had uniquely prepared him for the new position.

“Some of my past experiences include times as president of both Ford Australia and Ford Canada,” he said. “I headed Ford’s North American Truck Engineering group, leading the development of award winning products like the F150 and super-duty line of pickup trucks. I also served as the CEO of the Federal Signal Corp. and a member of the board of directors at Navistar.

“Of course, none of that makes me an expert in the RV business. But I do bring a wealth of experience and some fresh thinking to the table that we will use to build the ‘Next Generation of Monaco RV.’”

Osborne’s speech highlighted Tuesday’s general session that featured presentations by several key members of Monaco management. Toolson also took the stage, offering a recap of his 25-year tenure at the helm of Monaco Coach Corp. Dan Ustian, CEO and chairman of Warrenville, Ill.-based Navistar, which purchased Monaco out of Chapter 11 bankruptcy in 2009, addressed the dealers that evening.

Throughout the meeting, Monaco showcased its 2012 product line, offering dealers a look at the 35-foot Monaco Vesta and Holiday Rambler Trip Class A motorhomes and upgrades to the Monaco LaPalma and Knight Class A lines.

Osborne touched on a broad range of topics during his speech. The following are some excerpts:

• In referring to Monaco’s new quality initiative, Osborne quipped, “What a shock. Here is an ex-Ford guy talking about quality.” He added, “I’m sure that every dealer meeting you attend, there is some guy on stage talking about improving quality. …What’s different this time is that unlike some other executives in the industry, I actually know what it takes to get it done. That means that I’m not going to tell you that it will be done quickly or that we will be an overnight success. It is hard work and it is going to take time.”

• Concerning product development, Osborne said that the Vesta and the Trip were examples of Monaco’s ability to “leverage the engineering expertise at Navistar.” He added, “We are going to invest in consumer research so that we know our customers and where they are headed in the future. We will take those consumer insights and use to create products for the next generation of RVer’s.

• With regard to service, Osborne stated, “The next generation of customers will reject you, if you can’t offer them a no-hassle, worry-free experience with your products. … Right now, we are in the early stages of defining what that service experience needs to be and how we will organize ourselves to deliver it. We will have more to say about it in the future, but it is a key element of our strategy.”

In closing, Osborne emphasized that Monaco’s dealer body would be facing the same challenges over the coming year.

“As we raise the bar for ourselves, on quality, on innovation and on service, we’re going to be asking you to do the same,” he said. “We need to work together to define how you plan to market, sell and support the ‘Next Generation of Monaco RV.’ We want you to share these bedrock values, so that you can grow with our strategy.

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Monaco’s Kay Toolson Announces His Retirement

May 4, 2011 by · 3 Comments 

Kay Toolson

Kay Toolson

Kay Toolson, president of Monaco RV LLC, will retire the end of June.

After 25 years at the helm of Monaco RV and Monaco Coach Corp., Toolson will step away from the day-to-day operations, but still be involved in special projects and take an advisory role in the company, according to a news release.

A native of Smithfield, Utah, Toolson joined the recreational vehicle industry in 1972 as product manager for Kings Highway Mobile Industries in Los Angeles, where he later held the positions of national sales manager and vice president.

In 1982, he joined Anaheim, Calif.-based motorhome manufacturer Executive Industries as a minority owner and executive vice president of operations, a position he held until 1986.

Toolson joined Oregon-based Monaco Coach Corp. in 1986 and completed a management buyout of the company in 1993, and took the company public that same year. He served as president for the company from 1986 to 2000, CEO from 1986 to 2009, and as chairman from 1993 to 2009.

During his tenure with Monaco , the company grew from a small, specialty RV manufacturer recording $17 million in annual revenue to a 5,70-employee company producing a broad spectrum of RVs and annual revenue in excess of $1.4 billion.

The company filed for bankruptcy in 2009 and was subsequently purchased by Navistar Inc. Since that purchase, Toolson has served as president of Monaco RV.

Monaco RV’s current management team will remain, reporting to William H. Osborne, the newly named vice president of custom products for Navistar Inc. In this role, Osborne will have accountability for the Monaco RV and Workhorse business units.

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Monaco Holds Supplier Summit in Wakarusa

April 28, 2011 by · Leave a Comment 

Monaco's Supplier Summit

Monaco's Supplier Summit

Monaco RV LLC, manufacturer of motorized and towable recreational vehicles, held a two-day Supplier Summit Meeting April 25-26 at its Wakarusa, Ind., manufacturing facilities.

The two-day event, led by John Healey, vice president of corporate purchasing, brought suppliers together to discuss a variety of topics to enhance Monaco RV products, improve relationships and increase cost efficiencies, according to a news release.

The suppliers were given an overview of the current Monaco RV product offerings, as well as a look into the future of upcoming products. An explanation of the successful MQS (Monaco Quality System) program was detailed, and how this program has increased the end-quality of products. Vendors were also given a tour of the 442,000-square-foot, state-of-the-art manufacturing facility, along with tours of completed products. Topics discussed included cost savings ideas, labor savings and supplier audits.

“We have had a long and successful working relationship with our supplier base, and it is always good to come together to share new ideas and opportunities,” said Healy. “We had a great turnout and the suppliers are excited about our new product offerings and our efficiencies in quality.”

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Monaco Dealer Congress: June 20-22 in Texas

March 28, 2011 by · Leave a Comment 

Gaylord Texas Resort

Gaylord Texas Resort

Monaco RV LLC invites dealers to experience the “Next Generation of RVs” at their annual Dealer Congress. The event will be held at the Gaylord Texan Resort in Grapevine, Texas, June 20-22, according to a news release.

Navistar CEO Daniel Ustian speaking at 2010 Monaco Dealer Congress

Navistar CEO Daniel Ustian speaking at 2010 Monaco Dealer Congress

Monaco RV Dealer Congress 2011 will showcase new, upgraded and innovative products from each of its respective brands: Monaco, Holiday Rambler and R-Vision. The event will include entertainment along with special speaking guests, including Dan Ustian, CEO and chairman of Navistar International Corp.

Monaco RV chose the Gaylord Texan Resort for its Dealer Congress due to the close proximity to Navistar’s Garland Truck Plant. Tours of this cutting-edge, advanced technology plant will be available to all attendees, giving guests a glimpse of the vast resources available to Monaco RV as a partner with Navistar, a world-leader in transportation.

Formal invitations for this event will be forthcoming. For more information or questions regarding this event, contact Jade Vira at or at (574) 862-7511.

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Monaco Partners with the Wynns for Web Saga

March 22, 2011 by · Leave a Comment 

The Wynns partner with Monaco

The Wynns partner with Monaco

Monaco RV LLC announced a strategic partnership with entrepreneurs Jason and Nikki Wynn, the creative team behind “Gone with the Wynns’,” an interactive website and popular video web series of the same name.

The Wynns travel the country in their new Monaco Vesta in search of the greatest and greenest RV adventures America has to offer, while producing a series of short videos that document where they are, what they‟re doing and who they meet, according to a news release. It began as a way to provide a visual journal of sorts for their friends and family to enjoy. A way to stay connected.

“We knew we wanted to take advantage of today’s social media, like YouTube, Facebook and Twitter,” explained Jason. “Once we knew this was something that could be opened up to the general public, it just took off.”

The idea has blossomed into the website and video series “Gone with the Wynns’.” (Visit Each 3-5 minute webisode, hosted by Nikki and shot and edited by Jason, is a reflection of the Wynns’ infectious personalities and diverse interests. “From a music and art festival in Nevada, to exploring the wetlands of the Mississippi River,” explained Nikki, “we hope RVers from all walks of life find inspiration for their next trip, and even offer their own suggestions.”

When the Wynns were seeking a new Class A motorhome that was eco-friendly, easy to drive and would fit their youthful lifestyle, they turned to the 2011 Monaco Vesta 32PBS. “We love the Vestas clean, modern design and eco-friendly features,” said Jason, “including energy-efficient windows, the clean-burning fuel-efficient diesel engine and optional LED lighting and solar panels.”

The Wynns, their two cats, Cleo and Singa, and their new Vesta, nicknamed “Windy,” are scheduled to make several stops throughout the Western states, including Breckenridge, Colo.; Taos, N.M.; Dana Point and Indio, Calif.

New webisodes will be posted to the website weekly, along with a “tip of the day,” featuring RV and environmental-related tips.

You can also follow the Wynns via Facebook or Twitter through links on their website. Via the “Contact” page on the site, they strongly encourage suggestions for cool destinations, events or local food spots. Their videos are also viewable through video sharing sites YouTube and Vimeo.

“We seized the unique opportunity to partner with Jason and Nikki Wynn for the ‘Gone with the Wynns” venture,” explained Ryan Lee, director of marketing for Monaco RV. “They love their new Vesta and their passion for RVing and the outdoors are sure to raise awareness to consumers who may not have considered RVing before, while helping to drive prospective buyers to dealers‟ lots.

“The Wynns are youthful, active, green-minded and eco-conscious, which isn’t something people always associate with RVers. Partnering with Jason and Nikki is a unique way for us to get our products in front of a demographic group that is largely new to the RV market. They Wynns are great people, talented professionals and tremendous ambassadors. We’re proud to have them representing Monaco RV, our products and the RV lifestyle.”

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Holiday Rambler Adds Key Florida Dealership

March 16, 2011 by · Leave a Comment 

RV World logoMonaco RV LLC announced that R.V. World of Nokomis as a new dealer partner carrying the Holiday Rambler brand of motorhomes.

Located at 2110 N. Tamiami Trail in Nokomis, Fla., the family owned and operated dealership was founded in 1977 and has grown to become one of the largest new and used RV dealerships in Southwest Florida, according to a news release.

“Our sales team looked at many manufacturers, and we choose the Holiday Rambler brand because of it offers more unique floorplans and models than other brands,” this according to Matt Gerzen, owner of RV World of Nokomis. “The Holiday Rambler brand has an extensive customer base along with a strong, iconic name in the industry. We are excited to offer the quality products of Holiday Rambler to its established loyal customer base, as well as introduce the Holiday Rambler brand to new RV customers.”

“Holiday Rambler and RV World of Nokomis are a perfect fit,” stated Scott Jacobson, national sales manager of Holiday Rambler. “Both have a rich, well-established history spanning many decades and the deep-rooted philosophy that customer always comes first. We are extremely happy to be joining forces with RV World to bring our mutual customer the very best in family friendly, affordable RV’s on the market.”

R.V. World of Nokomis is a full-service dealership, offering a 16-bay service department that employs RVIA/RVDA Certified technicians. The dealership also has an extensive Parts Department and Body Shop. For more information about R.V. World of Nokomis, visit or call (800) 262-2182.

For more information about Holiday Rambler products, visit or (800) 245-4778.


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Chesapeake RV Joins Holiday Rambler Network

February 22, 2011 by · Leave a Comment 

Exclusive Holiday Rambler motorized dealer

Exclusive Holiday Rambler motorized dealer

Monaco RVLLC announced Chesapeake RV Solutions as a new dealer partner carrying the Holiday Rambler brand of motorhomes.

Located at 3360 Battlefield Blvd. South, in Chesapeake, Va., the family owned and operated dealership will exclusively carry Holiday Rambler motorized products, according to a news release.

Chesapeake RV Solutions was founded by Tim and Jacqueline Loen in 2003. Tim, a retired Navy SEAL and Jacqueline, a former homemaker, had made camping trips a regular part of their yearly routine. They set out to open a business in which they could share their enjoyment of the camping lifestyle, and Chesapeake RV Solutions was born. Over the eight-year history, the dealership has gained constant growth.

“We have been searching for a high-end, quality motorhome manufacturer for years,” according to Tim Loen, owner of Chesapeake RV Solutions. “Monaco RV/Holiday Rambler was the perfect choice for us and is the only motorized manufacturer we carry. With its support from Navistar, Holiday Rambler has the most technology-based building process in the industry and offers the excellent MaxxForce engine with Advanced EGR, the most user-friendly solution.”

“We are delighted to partner with Chesapeake RV Solutions to provide their customers the opportunity to experience the legacy and bright future of the Holiday Rambler brand, along with the highest level of service before and after the sale,” says Scott Jacobson, national sales manager for Holiday Rambler. “Chesapeake RV Solutions has an impressive reputation in the industry and we look forward to a long, successful partnership ahead.”

Chesapeake RV Solutions is a full-service dealership, offering both service work employing RVDA Certified RV technician and an in-house and on-line parts department. For more information about Chesapeake RV Solutions, visit or call (866) 432-0222.

For more information about Holiday Rambler products, visit


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Monaco RV Debuts New Models at SuperShow

January 31, 2011 by · Leave a Comment 

Monaco RV LLC concluded a successful presentation of its latest models by each of its three brands, Monaco, Holiday Rambler and R-Vision, at the 26th Anniversary 2011 Florida RV SuperShow held Jan. 11-16 in Tampa, Fla., according to a news release.

The annual show enjoyed record attendance of over 50,000 people. Monaco showcased the Vesta, the vertically integrated, sleek front-engine diesel coach with a low center of gravity, air bag suspension, air brakes and a tapered rear section which increases fuel economy.

“It’s a small coach that packs a big punch,” according to Toby Crews, regional sales manager for Monaco. “Customers lined the aisles to see this coach. Response has been great. Customers are amazed at the amount of room inside this 33-foot coach. They love the Advanced EGR no hassle Maxxforce engine, and the handling of this coach thrilled demo drivers.”

Holiday Rambler motorized division debuted for the first time the new full-wall slide Class A and C Aluma-Lite models. “We were extremely pleased with the response to our new gas products,”  according to Scott Jacobson, national sales manager for Holiday Rambler. “We offer more options at this size RV than any other manufacturer. We continue to listen and incorporate customer feedback to build the most successful, lightweight and fuel efficient motorhomes on the market today.”

Holiday Rambler towable division introduced the return of the iconic Presidential nameplate to its line-up, as well as their new half-ton towable Aluma-Lite fifth-wheel. “The Presidential received a great reception,” said Jim Weiss, regional sales manager for Holiday Rambler Towables. “Attendees raved about Presidential features and pricing, and dealer interest has also been strong.”

R-Vision showcased the expansion of its product line up with the affordable lightweight Silver Creek travel trailer and Onyx5 fifth-wheel. “Crowds were steady and strong,” according to Jay Kinney, regional sales manager for R-Vision. “Families are very positive about getting back in the market after two tough years. Ultra-lite products are the primary focus for many customers and the R-Vision brand provides a wide selection and range of lightweight products from which to choose.”

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Navistar Expects Big Gains in Fiscal 2011

January 25, 2011 by · Leave a Comment 

Daniel C. Ustian

Daniel C. Ustian

Navistar International Corp. announced today (Jan. 25) it expects substantial gains in fiscal 2011 earnings as the result of the successful implementation of its three-pillar growth strategy and improving economic conditions.

Navistar said it believes that net income attributable to Navistar International Corp. for fiscal year ending Oct. 31, 2011, is expected to be between $388 million and $466 million, equal to $5 to $6 diluted earnings per share, excluding transition costs associated with the integration of the truck and engine engineering operation and the potential positive impact of income tax valuation adjustments, according to a news release.

Navistar is the parent company of RV maker Monaco RV LLC.

“As evidenced by our guidance, our strategy continues to drive value for our shareholders,” said Daniel C. Ustian, Navistar chairman, president and CEO. “Coming out of the recession, we have developed today’s earning guidance around a stronger economy, further expansion of our after-market service parts business and continued benefit from great products, a competitive cost structure and profitable growth.”

The company raised its guidance for industry volume and now anticipates that total truck industry retail sales volume for Class 6-8 trucks and school buses in the United States and Canada for its fiscal year ending Oct. 31, 2011, will be in the range of 240,000 to 260,000 units. Truck industry volume in fiscal 2010 was 191,300 units.

Growth strategy transition costs associated with the integration of the truck and engine engineering operation into a single facility could be between $75 million and $80 million. Including the integration costs net income attributable to Navistar International Corp. for fiscal year ending Oct. 31, 2011 is expected to be between $311 million and $388 million, equal to $4 to $5 diluted earnings per share. Navistar earned $223 million, equal to $3.05 diluted earnings per share in fiscal 2010.

Additionally, Navistar continues to evaluate its ability to realize certain U.S. deferred tax assets which have previously been fully reserved. Once the company concludes that it is more likely than not that these assets will be realized, it expects to release the valuation allowance and restore these deferred tax assets on the balance sheet. As of Oct. 31, 2010, the company had about $1.5 billion of U.S. federal and state valuation allowances, out of a total of $1.8 billion, which it is evaluating for release and its impact on diluted earnings per share.

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Holiday Rambler Intros Aluma-Lite Class A

January 20, 2011 by · Leave a Comment 

Holiday Rambler Aluma-Lite Class A motorhome

Holiday Rambler Aluma-Lite Class A motorhome

Monaco RV LLC has reintroduced the Aluma-Lite nameplate with its new Holiday Rambler Class A gas motorhome.

According to a news release, the small, low-profile, aerodynamic coach is built on an 18,000-pound GVWR Ford Super Duty chassis powered by a 362-hp Triton V-10 engine. The 31SFS floorplan features a telescoping 7-foot 9-inch slide-out inside a 23-foot full-wall slide out. This allows for a large expandable L-shaped sofa behind the driver’s seat. Other amenities include a hide-a-way sofa/dinette table and slam-latch exterior baggage door. The Aluma-Lite measures 95 1/2 inches in width, with height of 11 feet.

“Although smaller in stature, the innovative slide-in-slide technology allows for as much floor space as larger motorhomes,” says Scott Jacobson, national sales manager for Holiday Rambler.” The Aluma-Lite also boasts expansive outside storage space. A king-size exterior pass-through storage at the rear of the coach features 115 cubic feet of exterior storage capacity. The Aluma-Lite is the ideal family-friendly, fuel efficient coach, with ample living and storage space to meet the needs of today’s RVing lifestyle.”

Two additional floorplans will be offered in the spring. MSRP starting at: $93,785.

For more information about Holiday Rambler products, visit

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