Have pop-ups become too luxurious for the entry-level consumer?
If you have been following the RV trade news of late you may remember a story of a manufacturer out of Wakausa, Ind, who’s manufacturing plant caught on fire and destroyed everything– Living Lite RV.
This small manufacturer may not be on your radar because they make smaller trailers comparable to pop-up tent campers and have a relatively small dealer network. I am happy to report that they have secured a new location and are already filling dealer’s orders.
What makes this particular manufacturer stand out is the product they have been producing for the last five years. With reports of consumers abandoning trucks and SUVs for lighter-weight, more fuel-efficient, greener automobiles, is Livin Lite ahead of the curve? Some question whether the Quicksilver RV they produce can really be called an RV? I guess it depends on how you define RV.
The units don’t have a stove, refrigerator or bathroom. Slide-outs and AC are not available options. It does have an electrical system but does not have LP gas. What it does offer is an aluminum-framed camper that sleeps six and can be towed by the every-day man’s car. So you get the same space as a pop-up without the weight and it can be used by more than merely two people making it a viable option for families.
In talking with Livin Lite owner Scott Tuttle, he told me that dealers who compare it to a pop-up really don’t grasp the concept. The vehicle is designed to be towed by smaller vehicles like the Ford Escape or Honda Civic.
Tuttle’s Quicksilver RV appears to be gaining the attention of dealers. He says he left RVDA’s convention with a multitude of orders from new customers. Quoting him directly he said:
We are not going after the same customer. We are going after those thousands of car and minivan owners who drive past your lot everyday because they have no reason to stop. I honestly believe if that if RV dealers would grasp the concept of what we are doing, it will help increase their travel trailer, fifth wheel and motorhome sales in the future. We are bringing more people into the industry that were never in it before. These are the people who were left behind when the industry started building pop-ups that got heavier and heavier and more expense with all the amenities. What about those young families that only have one job that want to go camping and only own a Toyota, or Ford or a Chevy Cavalier?
Do you think Tuttle is right? Have we moved away from the common family’s ability to use the majority of our products? Are all the luxuries (I can’t believe I’m typing this) of a pop-up trailer truly needed?
He argues that the unit makes sense from the business perspective too because his units sell for $4,900 to $6,300 retail and that if dealers only marked them up by $1,000 each, they would make an estimated $13,000 in profit if dealers purchased 13 units –the equivalent cost of a single luxury $55,000 travel trailer.
Is the industry moving in this direction now? Is providing RVs without all the creature comforts visionary or loopy? Is this the ultimate green option for a whole host of people who wouldn’t and couldn’t buy what sits on an RV dealer’s lot today?
November 16th, 2009 at 11:49 pm
Pretty nice post. I just came by your blog and wanted to say that We’re in the market for either a bigger tent or a trailer that can be easily and comfortably towed behind our minivan. We were looking at lightweight teardrop style trailers until we found out about the second baby. Nobody’s going to sell us anything very much heavier or more complex than a Quicksilver, regardless of price, luxury, financing, etc.I am eagerly waiting for your response.
Thanks,
Portable Storage
http://www.moveablecubicle.com/
March 21st, 2009 at 2:18 am
I think with the state of the ecomomy right now (credit crunch…gas prices, etc), pop-up campers are probably one of the only affordable options still available. Sure the dealer is not going to be making that higher point margin, but I think they’ll make it up in volume. The low-end customer right now is the bread and butter.
February 14th, 2009 at 3:52 pm
Is it safe to use a propane stove or heater in one of these Quicksilvers?
January 29th, 2009 at 3:08 pm
I came in late, but as a potential customer, I’ll add my voice to the chorus. I’ve got a minivan, a wife, a two-year-old, and another kid on the way. We’ve got limited parking/storage space at home, and we don’t want to rent off-site storage for an RV. We’ve done a fair bit of tent camping. We’re in the market for either a bigger tent or a trailer that can be easily and comfortably towed behind our minivan. We were looking at lightweight teardrop style trailers until we found out about the second baby. Nobody’s going to sell us anything very much heavier or more complex than a Quicksilver, regardless of price, luxury, financing, etc. We don’t need a lot of features — we’re basically just looking to replace a tent with something that gets us off the ground and onto a more comfortable mattress.
January 19th, 2009 at 10:53 am
I am not so sure the issue is “luxury” as much as it is towability. The typical tent camper on the RV lot has become way too heavy and expensive for the entry level camper. Rare indeed is the camper that can be towed by a 4 cylinder automobile or cross-over SUV or afforded by young families. I am so surprised these aren’t more available with the undpredictability of fuel prices and the move toward more fuel efficient cars. I like the way Scott Tuttle thinks and look forward to finding an 8.0 with A/C to check it out.
December 21st, 2008 at 7:58 am
I have to say I am the perfect customer for this type of trailer. I’ve been a tent camper for years but since starting a family i have been looking for a more comfortable form of camping. I like the idea of low maintenance and simple camping. I have stayed away from larger rv’s for several reasons, weight, off season storage and high maintenance. These types of trailers expand my options of longer and farther trips. No they may not be for everyone but not everyone wants to bring half of their house with them on a weekend camping trip.
November 28th, 2008 at 8:49 pm
great tips. I enjoyed reading this
November 11th, 2008 at 10:36 am
The article above said that there was not an A/C available in the Livin Lite product, that is not true there is a 6500 btu A/C available in all three camper sizes 5.0 8.0 10.0
November 10th, 2008 at 9:05 pm
Going from an F-150 to a Honda CRV, 8.0 was the perfect fit, two kids, 12 & 15, 22 mpg. We needed the electric 110 & 12V, AC, and water, campgrounds always have toilets. Best of all, we could just write a check for it. Did I mention the color matches the CRV? Everyone who has seen it has had to look it over. It speaks “quality”. We always tented until we saw the QuickSilver. We always passed on pop ups, new or used.
October 20th, 2008 at 2:26 pm
I’ve seen these trailers and was very surprised in the rigid construction and the nice colors offered.Being that they are solid aluminum and NO WOOD what so ever, makes me feel they will last a long time. With the way their pricing is structured, they can be purchased with a credit card, which to me is very appealing. The campgrounds today offer more amenities, making this product attractive to the first time camper.
October 20th, 2008 at 1:06 pm
I agree that these units may be what the startup customer
may want, but having been a Fleetwood(Coleman dealer) for
several years, I have seen the prices go up and customers
asking for more stuff at a smaller price. I would not jump into those without a lot of thinking.
October 17th, 2008 at 8:59 am
All good comments on this topic. To address Ray’s comment that pop ups are not selling right now, I predict that this will change. The reason pop ups quit selling is because financing was made so “easy” and affordable that the customer was “sold up” into something bigger and more luxurious for the same monthly payment. With the tightening of credit and the unavailability of home equity money this will undoubtedly change. I don’t believe that these new smaller units will be the answer to all of our problems but they will be a new market segment that will surprise. They are also going to be the key to future repeat business.
October 17th, 2008 at 6:25 am
Focusing on children - active kids are healthy kids, and participating in outdoor activities hopefully encourages greener living in this young generation. Focusing on family time - quality leisure time spent together as a family can only be beneficial to all. For Livin’ Lite to offer an affordable means to do so is more than welcome right now and down the road. I see this market as viable tourism business just waiting for that industry to acknowledge them with targeted efforts for weekend visits to cultural centers as well as tried and true entertainment parks across the country.
October 16th, 2008 at 9:44 pm
Hey Dana - just wanted to say thanks for even putting this discussion out there for the Dealers to chime in on! Dialogue like this is rare in this industry. Thanks.
October 15th, 2008 at 3:33 pm
I appreciate this blog entry from Dana, however, I don’t think there is as many people out there as one would think. Granted, the Quiksilver is entry level, but people want A/C, fridge, range, all of the “Necessities”. We sell alot of Ultra-Lights because they have the creature comforts and can be towed with a smaller vehicle.
I just do not see enough people wanting to “Rough It” to justify stocking these types of units. Pop-Ups in general are not selling. Class A motorhomes are at the other extreme. People are hitting on the lite towables and the 40′ park trailers.
October 15th, 2008 at 1:57 pm
While these true camping trailers may not be the answer to everyone’s wish, they certainly are a way to reintroduce the customer to the RV lifestyle. Dealer’s would be remiss in not jumping on this bandwagon. It will mean a different type of selling to be sure. No more wheeling and dealing and trade ins. With a stocking cost equal to one high line travel trailer a dealer could add several thousand dollars to his bottom line. With a little more creativity and the addition of a “camping store” selling portable stoves etc. it could be a tidy little extra at month’s end. The only hitch in this scenario (no pun intended) that I can see is finance. Even though they will sell in the 5,000 to 6,000 range they will in all probability still require some type of financing. I expect to see more entries in this field and would not be surprised to see them in Louisville. It might even be fun again selling the camping scene and painting the pictures of family life glued to a campfire instead of a TV.
October 15th, 2008 at 10:06 am
For a variety of reasons these units make sense now. In essence they are tents on wheels and lean a little more towards camping than RV-ing. With the challenges that we are facing in higher fuel costs, smaller vehicle purchases and tough credit more entry level and potential RV buyers will be able to afford their piece of the dream. Additionally, we are cultivating buyers for bigger and better RVs down the road. The name of the game is to sell units and if these will help our dealers, I say, in this case, more traffic is a good thing! However, I suggest that we continue to carefully qualify our customers. Don’t let an opportunity to get them into the right unit slip by because these units are less expensive and thus easier to sell.