Analysts weigh in on future of RV industry

by Troy Kehoe (tkehoe@wsbt.com)

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Despite the news that Monaco Coach would close three local plants, industry experts expect sales to improve by the end of 2009. (WSBT photo)

By WSBT News1

ELKHART COUNTY — 1,400 local workers will lose their jobs after Monaco Coach closes all its Elkhart County plants. 1,500 other RV workers have also been laid off across Indiana this year. That has some questioning whether the industry itself also faces an uncertain future.

Monaco will close its plants in Elkhart, Wakarusa and Nappanee over the next two months. Many other local RV makers have also cut their workforces, at least temporarily over the last several years.

Is that a sign that the industry itself has fallen on hard times?

RV Business Magazine publisher Sherman Goldenberg isn't so sure.

"It's a sign of the times," he said. "It's a consistent theme of what's going on in America. Is [the RV industry] worse [than other industries]? Maybe by a couple degrees, but no more than that."

Goldenberg points to the auto industry as proof.

Chrysler's second quarter earning estimates, for example, show a 37 percent downturn in 2008. Sales of large, Class A motor homes are down about 40 percent, according to the Recreational Vehicle Industry Association.

Unlike the auto industry, Goldenberg says the RV industry is typically very cyclical. It's one reason why he's joining a growing chorus of analysts who are confident the industry will bounce back.

"Everyone is convinced there will be an RV industry beyond this," he said. "They anticipate a turnaround, and people see signals today. But, the second quarter of 2009, something like that, is when it looks like [a rebound might begin]."

Exactly what type of growth is still being debated.

At International RV World in Elkhart, there's been a noticeable sales shift in recent months.

"The gas and diesel lines have taken a little dive," said salesman Randy Shaffer. "But the fifth wheels are still selling. People will trade [larger diesel motor homes] in and buy a truck and a fifth wheel, because they get a little bit better gas mileage."

Shaffer says the sales trend has been toward smaller, more fuel efficient models.

"Big time," he said.

Goldenberg isn't sold on that either.

"There may be a push toward more fuel efficiency, but in the past, those RV manufacturers who took a chance on [building] smaller motor homes didn't sell any. The American consumer didn't want them," he said.

RV owners like Patricia and Arthur Walsh may help explain why.

While shopping for a new motor home on Friday, they conceded price is a consideration, but size, wasn't an issue.

"We're looking for something used, in very nice condition," Patricia said. "But the economy isn't making us look smaller, no."

When asked if lightweight, or more fuel efficient RV's interest them more due to high fuel prices, she added "not to us, it wouldn't. You want what you want."

Goldenberg says, for most RV buyers, it may not be quite that simple.

"The constant hammering at the gas pump, more than anything else, is making the American consumer, for all kinds of commodities, extremely conservative."

It's one reason why Goldenberg thinks this time the RV industry may have no choice but try going "smaller" again, at least for now.

"It'll take gas to stabilize, and the American consumer to regain his footing," he said. "Right now, the consumer's in a panic, but that panic will pass."

Shaffer agrees.

"I'm not worried. I'm staying positive. This is the third time I've been through this. I've seen it drop before, and it always comes back," he said.

Even with that optimism, Goldenberg and other industry analysts say the problems facing the RV industry will likely get worse before they get better, as consumers keep a close eye on shake ups in the banking industry and housing market.

A recent study from a group of economists at the University of Michigan predicts shipments will "bottom out" in early 2009.

Monday, Jul 21 at 4:01 AM Anonymous wrote ...

we need to drill in goshen !

Monday, Jul 21 at 1:56 AM Elkhart Man wrote ...

I wonder how many of the employees who will be losing their jobs went around whining "tax the rich, tax the rich". Well when the products that you make are only affordable by just a handful of people, maybe you should be careful what you wish for.

Sunday, Jul 20 at 2:03 PM Jeff wrote ...

Give me a break! You want to blame this crude oil mess on Joe Donnelly? The only thing either one of these guys can do to help is to side with the demand for exploration and development of the ANWR region and the like.(Which Donnelly is doing, by the way.) Nice try using this story for a gratuitous and misguided partisan political attack. Hopefully WSBT keeps an eye out for this garbage or we will be having these free political ads shoved down our throats in every discussion.

Saturday, Jul 19 at 10:44 PM Mike wrote ...

Vote for Donnelly? Crazy. Chocola kept these jobs and got them help. Donnelly is losing them all one plant by one. Attorneys from Washington are funding Donnellys campaign. Vote for LUKE PUCKETT

Saturday, Jul 19 at 7:18 PM don't see any hope... wrote ...

I don't see a comeback for the RV industry anytime soon. Unless we get better paying manufacturing jobs, where younger people can afford these luxeries, these gas guzzling behemoths will fade away as the older generation passes....

Friday, Jul 18 at 10:43 PM Rudy wrote ...

I think in the future RVs will be able to hover and you'll be able to park it in the middle of a lake if you want. My uncle got drunk one time and said his popup could float but it didn't. He was kind of mad but it did make me think flying rvs would be pretty cool. Peace, fellow humans!

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