The second-largest dealership group in the United States will be known by a single new name beginning today.
RV Retailer executives announced the company will be known as Blue Compass RV. The name change will affect all 106 retail stores owned by RV Retailer. The name change is accompanied by a brand and logo change as well.
“We are excited to launch the Blue Compass RV brand,” said Jon Ferrando, founder, president and CEO of Blue Compass RV. “Our goal is to create a powerful, iconic RV brand around an exceptional customer experience provided by our passionate associates across America. This is the next exciting phase for our company. We will make significant investments to promote the brand as we continue to relentlessly invest in all aspects of our business and grow our RV share.”
Currently, RV Retailer features more than 20 regional store brand names. Beginning in January in Florida, the stores all will transition to Blue Compass RV.
The company said the Blue Compass RV brand and logo were selected to reflect the company’s purpose of helping customers navigate their RV adventures across America while creating lasting memories with their families and friends.
RV Retailer said the company will make significant investments in stores’ interior and exterior designs, including new signage reflecting the Blue Compass RV brand identity.
Blue Compass RV will include a digital presence providing meaningful marketing benefits resulting from the brand consolidation, the company said.
The new logo features a mountain landscape with the sun looming above. The mountains are accessible by a road and the whole logo is inside a compass. The company said the logo is a nod to Americans’ great love affair to travel the U.S. on the open road in their RV.
Blue Compass RV’s website is www.bluecompassrv.com.
