● Overall - only 10% say they are searching for a specific brand or manufacturer
● 82% said that as a first time buyer they were not loyal to a specific manufacturer
● 86% said that as a repeat buyer they were not loyal to a specific manufacturer
So why is that? As you can see from the statistics - brand loyalty doesn’t grow over time. You would think that it would - that only first time buyers would be unsure of which manufacturer they wanted to go with - but despite having a theoretically good experience with one manufacturer - second and third time buyers are also non-committal when it comes to their next unit.
There’s a simple answer.
Consumers’ top priority is getting the amenities they want for a price that fits their budget.
Sure - maybe they like to dream about that high-end unit with amazing floors that look like something out of a museum, has an outdoor TV and a high-end manufacturer name - but the reality is that this amazing unit might be outside of their price range. And because of that - they would rather switch to a different, less expensive manufacturer to get all the things on their wishlist, rather than give something up just for a name on the bumper.
Think about why these buyers are interested in the RV lifestyle to start with - great adventures, more time with family, exploring the outdoors, spending less money on vacations or even house payments. They are interested in getting out there - and they want whatever unit will help them do that comfortably and for a budget they can afford.
This doesn’t mean all hope is lost or your branding efforts are in vain - you just have to be smart about it. Keep these insights in mind when you market these units to consumers. Highlight the lifestyle they are getting when they commit to a particular unit - and in some instances a manufacturer - and make sure it's all about them and not you. This is the ticket to making the sale.
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