A look at the demographic/marketing/advertising trends of a storied American pastime Presented By: Michael Berry & Adem Zaid 7/03/12 – BA 516: Marketing and Management

____________________________  ◦ Car sales have actually outnumbered truck, crossover and SUV sales Struggling economy and hybrid

 Alternative fuel vehicles are doing fine ◦ Electric vehicles ◦ Hybrid vehicles ◦ Diesel vehicles

____________________________   Hybrid vehicles sales have increased over the years Sales = Function of Gas Price   46% increase in sales in March 2011, compared to March 2010 A record 52,000 gas-electric hybrids and all-electric cars in March 2012, up 34,000 March 2011.

 ◦ ____________________________ Electric cars 3.64 % of total U.S. sales compared to 3.56% in 2009 ◦ Price is the most significant barrier ◦ The rise in gas prices is being mirrored by the rise in electric vehicle sales  ◦ ◦ Diesel Cars 2 % of all new sales are diesel Diesel is expensive but more efficient

____________________________ 8.3M Households (13%) EUROPEAN PARALLEL SOURCE: RVIA & RVBusiness  Players: Thor, Jayco, Coachman, Winnebago, Fleetwood, Forest River

____________________________    Parallel Automobile Ind.

Fuel Prices Consumer Demand SOURCE: RVIA Segment Trends: Smaller/Towable

____________________________ http://www.youtube.com/watch?v=XT 4cvhQVQ74 SOURCE: RVIA

  ◦ ____________________________ KEY DEMOGRAPHIC LATE 40s, MARRIED, COLLEGE, 62K, HOMEOWNER ◦ ◦ 66% Caucasion,16% African American, 11% Hispanic, and 4% Asian American LIFESTYLE- TRAVEL  Freedom, Flexibility, Family Appeal, Affordability, Outdoors, Versatility  Public/ Private Campgrounds & basic/resort facilities  RV Related Events: College/NFL Football, NASCAR, Weekend Getaways “Overall, there is a strong and enduring appeal to the RV lifestyle that is as valid today as it was 20 years ago” http://www.youtube.com/watch?v=XT 4cvhQVQ74 SOURCE: RVIA

____________________________  ‘RV dealers can expect lifestyle marketing to Boomers to be a core value of their marketing campaign for some time to come’ SOURCE: RVIA  Women, Cultural Diversity, Singles, Eco-Friendly

 ____________________________ Eco-Friendly?

SOURCES: VARIABLE

____________________________      Will RV sales experience an uptick in lightweight models as we have seen with autos?

Is the RV Industry in step with anticipated demand/ Younger Generation?

Down Economy = Fewer sales… or more stay-cations?

Marketing to other key target audiences – say Asian-Pacific Islander/ Hispanic?

Do you think Americans will migrate towards the European trend?