Dealers filled the Julius Ballroom Tuesday morning at Caesar’s Palace in Las Vegas. Shining Airstreams lined the walls of the convention room as attendees filled their breakfast plates and poured coffee to prepare for major changes the manufacturer would soon reveal.
Airstream shared big modifications impacting its dealer base on the first full day of its dealer meeting.
Airstream President and CEO Bob Wheeler opened the presentations by recognizing the dealer body. He said the company strived to have a dialogue with dealers at the meeting rather than present them with a monologue.
Wheeler said net sales have settled back into a similar range compared with 2018 and 2019. He said the manufacturer was “back to business as usual” and dealer inventory remains beneath the company’s optimal dealer inventory line.
Setting the stage for the next 12 months, Wheeler described Airstream’s five strategic goals.
Wheeler’s first goal was cultivating a culture of innovation. According to Wheeler, innovation is the “lifeblood of this company.” He said the pandemic decreased innovation and it is now time to reset and enrich the company’s developments.
His second goal was to make legacy-worthy product quality the standard. Airstream will meet this standard by equipping associates with the tools, skills and expectations to create quality products. The adjustments involve implementing a new training and onboarding system. The manufacturer will work with suppliers on standards and increase product testing.
Wheeler said dealers “will be receiving better products on your lots.”
Airstream’s third goal is to enhance a data-driven culture. Wheeler said data can be leveraged to make better decisions.
The fourth goal is enhancing employee engagement and accountability. To fulfill this goal, Wheeler emphasized creating an environment to attract, develop and retain top talent while emphasizing clear career pathways and mentorship programs.
The fifth and final goal is to enrich brand experience and drive revenue through unique cost engagements. Airstream will create distinct brand experiences that improve customer satisfaction and attract new consumers.
Exclusive Dealers
More than 60% of Airstream’s revenue comes from its exclusive dealerships. These exclusive dealerships continue to populate North America. Airstream Vice President of Sales Bryan Melton listed various locations that opened or are set to open this year. These include locations in Colorado, Kentucky, San Diego and Airstream’s first Canadian exclusive store in Alberta, Canada.
Exclusive dealerships have a new dealer agreement this year. The agreement has no term limit and provides confidential financial reporting through Spader Business Management.
Time Change
Airstream’s products have historically come out once a year. Melton said the manufacturer will now be releasing new model-year RVs throughout the calendar year.
According to Melton, the new models will not devalue dealers’ stocked inventory. Although new models will be unveiled, the company’s portfolio will not expand. To make room for the change, Airstream will retire other floorplans and models.
Melton additionally described 2025 model year features. More information about the new models will be unveiled beginning Aug. 3.
Thor President and CEO Bob Martin, RVDA Director of Partnerships Patrick Calpin, RVIA Vice President of Membership and Research Bill Baker and Airstream Chief Marketing Officer Mollie Hansen also presented during the session.
After the morning presentations, dealers strolled the convention floor viewing the 2025 Airstreams and meeting with Airstream representatives for one-on-one meetings. Dealers also browsed sponsor booths on the exhibit floor. Seminars covering Airstream marketing and the Airstream Club International were held in the afternoon.
The event will continue today with additional seminars and will conclude with an awards dinner tonight.
