Winnebago Industries and Newmar Corp. executives welcomed Newmar dealer members to the company’s annual dealer meeting Tuesday in Orlando, Florida. They provided messages of support but a dash of reality as they showcased 2023 model year motorhomes.
Winnebago Industries President and CEO Mike Happe kicked off the event by telling dealers Winnebago Industries stands behind Newmar’s efforts.
However, Happe did not bring news of a new hiring as Newmar’s executive leader. Former President Matt Miller retired in September 2021 after 15 years at the helm. His successor, Winnebago Senior Vice President Brian Hazelton, spent just over two months in the role before leaving.
Newmar Chief Financial Officer Joe Shoemaker has operated as the manufacturer’s interim CEO. Happe said the search for Miller and Hazelton’s replacement continues.
“We are actively conducting a patient, but thorough search process for the next leader of Newmar, who will complement an outstanding leadership team and a passionate employee base, who has carried on with their business in a superlative manner this past year,” he said. “We are very mindful of the importance of the hire, but will not rush the process, especially considering the stability of the current business and the strong leadership team we have in place.”
Happe said Newmar has the full financial stability of an extremely healthy balance sheet from its parent company. Newmar also has access to great ideas, resources and best practices, he said, if and when they need it.
“We want to be the differentiator in the market, not the low-cost producer,” Happe said. “We want to be the best, not the biggest. We run a very intentional and candidly, highly delicate operating model where our brands and businesses retain a strong level of autonomy facing the market, creating differentiated value for our customers. … We strive for the cliche one plus one, two equals three.”
Happe told dealers Winnebago Industries is confident in Newmar’s future and is actively investing in the business.
“There is no resting on the legacy of this tremendous brand,” he said. “We are intent on building the next great chapter to the story.”
Winnebago Industries will enable, and not constrict, Newmar’s efforts, Happe said. He said the company appreciates dealers’ work in driving Newmar’s business.
When Winnebago Industries bought Newmar in 2019, Happe said the company “marveled” at the manufacturer’s history, high-quality products, world-class dealer network and consumer focus.
Most of all, he said Winnebago Industries recognized the team’s experience and culture as well as its runway to grow.
“We view the Newmar business as a growth platform, but one in which we must exercise, care and discipline to not disrupt its rightful place as the premier luxury brand of motorhomes,” Happe said. “While we had to call a bit of an audible related to our original integration plan with Newmar, due to Covid, the last two years supplied us further insight and experience as to what opportunities were that were possible to explore what worked well and what we needed to protect, what could work better, and what we need to support improvement in.”
John Sammut, Newmar vice president of sales and marketing, rode into the show on an air boat. He said the test run would help
him if he decided
to venture through the Everglades. The theme for the event is The Journey Forward, and Sammut said Newmar wanted to showcase the constantly moving Everglades to mirror Newmar’s constant movement.
He detailed various updates and changes to Newmar’s 2023 model year lineup, details which will be made public Thursday during the company’s first livestream to consumers from its dealer meeting.
Sammut also made two announcements to dealers. One is a change in the lead management platform dealers use to connect with Newmar. The manufacturer’s current dealer portal will be replaced by Aimbase after two years of working with Rollick to configure the platform to Newmar’s and dealers’ needs.
Second, he said Newmar again will allocate 2023 model year production to its dealer base – at levels generally smaller than 2022 model year deliveries.
“Newmar traditionally been known as a company that ‘says what it’s going to do’ and ‘does what it says.’ Last year we distributed an allocation by dealer based on an overall number that was aggressive and optimistic,” Sammut said. “Everyone at Newmar had the best of intentions. We all did our very best to deliver as many units as possible, in spite of dozens of legitimate disruptions to our operations by a host of our suppliers. The end result, however, was that we delivered many fewer units to you than we had hoped.
“For the 2023 model year, Newmar will again allocate its production. While the numbers are generally smaller for each dealer than they were a year ago, we should be able to build and deliver a total volume of units closer to that number.”
Dealers received allocation numbers for the first half of 2023 model year production, a 24-week time period. Allocations could change depending on supply-chain availability during those 24 weeks, higher or lower, for the rest of dealers’ model year orders.
“We hope that this makes sense, and we really do appreciate your patience and understanding with the challenges we all face,” Sammut said. “Even more, we really do appreciate your business. Remember, Newmar wants to build these units just as much as you want them available as soon as possible.”
