THOR, the
Global RV Industry leader, continues to leverage its proprietary
data and insights to guide strategic initiatives
ELKHART,
Ind., May 24, 2022 /PRNewswire/ -- THOR Industries, Inc. (NYSE: THO) announced
the release of the Company's 2022 U.S. Camper Perception Study,
which explores consumer RV purchase and usage behavior in the
environment of rising fuel prices, as well as their perception of
sustainability-focused organizations. As the global RV industry
leader, THOR will utilize the
survey results, in conjunction with its extensive portfolio of
proprietary consumer research findings, to help guide key
strategies, product innovation and marketing efforts across the
THOR family of
companies.
Confirming the long-term viability and growth of the RV
lifestyle and industry, the new study finds that rising fuel costs
will have minimal impact on consumers' likelihood to purchase an RV
in the next five years. The survey, which includes information from
those who camped or glamped since 2020- 80 percent of whom had an
RV experience in the past two years, also indicates that rising
fuel costs have a nominal impact on intended RV usage in the coming
year.
Key findings from the study include:
- 67% of those who have RVed in the last two years reported
rising fuel costs have increased their likelihood to purchase an RV
in the next five years, or has no impact
- 69% reported rising fuel costs have increased their likelihood
to use an RV within the next year, or has no impact
- 73% are more likely to purchase from companies with
sustainable/eco-friendly manufacturing processes
The study also reaffirms THOR's
investment in its global sustainability and innovation programs.
Having already achieved carbon net-neutrality across its European
operations, THOR remains committed
to be carbon net-neutral, globally, by 2050. Aligned with these
goals, nearly three quarters of those surveyed are more likely to
purchase from companies that utilize sustainable/eco-friendly
manufacturing processes. In addition, 75 percent of respondents are
more likely to purchase from companies with
sustainable/eco-friendly products.
"As the leader in the industry, it's important that we pursue
and share data and insights about the evolving RV lifestyle
including macroeconomic and consumer trends," said THOR Industries President and CEO Bob Martin. "Our most recent study supports the
strength of the RV industry amidst fluctuations in fuel costs.
While we have long understood that consumers are not dissuaded from
buying RVs by rising gas prices alone, it is important for us to
keep the pulse of the expectations and views of our expansive and
evolving user group. The data also confirms that our continued
focus and long-term investment in sustainable manufacturing and
products aligns with what campers and RVers are seeking."
The 2022 Camper Perception Report is the latest in THOR's comprehensive, proprietary research
strategy. Data derived from the research is leveraged throughout
the THOR family of companies to
help guide and inform strategic initiatives. In addition, the
research allows THOR to translate
key insights to help shape priorities of THOR's innovation strategy and to create
forward-thinking, positive user experiences.
Recognizing the importance of marketing's role in the Company's
strategic business model, Renee
Jones has been named Vice President of Marketing for
THOR Industries, reporting to COO
Todd Woelfer. Jones, who has been
head of corporate marketing for three years, will continue her role
in the development and execution of the organization's
communication strategies, management of corporate partnerships,
public relations and strategic marketing, as well as working
closely with marketing leadership throughout the THOR family of companies.
"Our marketing team drives an incredible amount of strategic
value to THOR. The organization
has always sought to understand and proactively meet the needs of
our dealers and expectations of retail consumers. Our marketing
team does a great job in helping us gain that understanding through
research and insights. It also leads a best-in-class marketing
program creating and elevating awareness and loyalty for the
THOR family of companies, driving
new consumers to our companies and providing assets and tools to
help our marketing teams," said THOR Industries COO Todd Woelfer. "Renee has led our team for the
last three years and has done a remarkable job as we have managed
through the challenging times caused by the pandemic. Through that
time, Renee and her team have been a true strategic asset."
To learn more about the THOR
2022 Camper Perception Study, download it here.
About THOR Industries,
Inc.
THOR Industries is the sole owner of operating companies
which, combined, represent the world's largest manufacturer of
recreational vehicles.
For more information on the Company and its products, please go
to www.thorindustries.com.
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SOURCE THOR Industries