Thor Releases 2022 Camper Perception Study

Elkhart-based Thor Industries Inc. (NYSE: THO) has released its 2022 U.S. Camper Perception Study. Thor says the study, which examines consumer RV purchase and usage behavior, indicates rising fuel costs will have minimal impact on consumers’ likelihood to purchase an RV in the next five years.

Thor says it will use the results to help guide product ideas, marketing efforts and overall strategies.

The study relies on survey data from people who have camped since 2020. The results show 80% of respondents had an RV experience in the past two years, which Thor says also indicates that “rising fuel costs have a nominal impact on intended RV usage in the coming year.”

According to the study, 67% of people who have RVed in the last two years reported rising fuel costs have increased their likelihood to buy an RV in the next five years, or had no impact. Additionally, Thor says 69% reported rising fuel costs have increased their likelihood to use an RV within the next year, or had no impact.

“Our most recent study supports the strength of the RV industry amidst fluctuations in fuel costs,” said Thor Chief Executive Officer Bob Martin. “While we have long understood that consumers are not dissuaded from buying RVs by rising gas prices alone, it is important for us to keep the pulse of the expectations and views of our expansive and evolving user group.”

Martin says the data also suggests that sustainable manufacturing and products align with what campers and RVers are seeking. The study shows 73% are more likely to purchase from companies with sustainable or eco-friendly manufacturing processes.

In addition, the company has named Renee Jones vice president of marketing, reporting to Chief Operating Officer Todd Woelfer. Jones, who has led Thor’s corporate marketing for three years, will continue to develop and execute the company’s communication strategies, corporate partnerships, and public relations.

You can connect to the full study by clicking here.