.
CLIPPER CORE VALUES
-
We might not be the biggest and baddest RV division with a ton of plants, but we strive for excellence in all we do. We won’t let others determine our future success. We work to create IT.
-
We want to be known for doing what is right and just. The mark of one’s character is measured by what they do when no one is watching. We take pride in working hard to uphold a high level of character.
-
We believe trust is the ultimate characteristic of a partnership and relationship. Our dealers can trust we are striving for excellence and continuous improvement in all that we do.
-
Do what you say and say what you do … We are committed to being the #1 brand that primarily builds single axles trailers - pop-ups, tear drops, and single axles. We are committed to saying this and we are committed to providing our dealer partners with a product that the retail customer needs (weight and price).
2023 BRAND PERFORMANCE.
CLIPPER garnered the #1 ranking in year-over-year MARKET SHARE GROWTH amongst every brand in the entire industry with a 56% growth in retail sales.
CLIPPER garnered the #1 ranking in year-over-year MARKET SHARE GROWTH amongst every single axle manufacture in the entire industry (retail sales).
CLIPPER became the #2 ranked Coachmen brand in retail sales for all of 2023.
all data provide by Statistical Survey, Inc.
OUR STORY. June 2024
The BLEND of the OLD with a SPLASH of NEW. The Coachmen Clipper Story.
After five decades of building Recreational Vehicles, it’s clear that, Coachmen RV, a division of Forest River Inc., knows how to design and build a reliable RV with exceptional value. Dependable design, practical innovation, and the comforts & features all buyer’s desire... our RVs are backed by a name that customers can trust. This all adds up to an enjoyable RV experience with the brand called the “Leader to the Great Outdoors”.
The Clipper Brand has been known over the years as a leader in the light weight and affordable single axle in the market. We are still that today, but we stumbled. Innovation took a back seat for a few years. Father time caught the brand from behind and kicked it to the side. Let’s chalk it up as a learning experience. WE CHANGED. Through the challenges of Covid19, the brand has emerged with a dual identity, low price with superb quality. Clipper, who was once the industry’s single axle leader, has been re-branded to once again be a product leader targeting the first-time buyer. Sparked by new leadership at the top and powered by an energized workforce, we have the passion to serve our dealers with products that sell. It’s clear that the Clipper brand is poised for future success.
For the entire 2023 calendar year, our brand performance was nothing less that spectacular. We were the #1 brand in year-over-year market share growth amongst ALL brands (ALL TOWABLE SEGMENTS) in the entire RV Industry with a 56.3% growth in total retail sales. And a 70.1% growth in single axle retail sales. This put our brand as the #2 ranking retail sold brand for all of Coachmen RV.
This is how we did it!
The first area of focus was to create a strong and “stable” work force. This was accomplished in 2021 by getting the right group of leaders on board to establish consistency throughout the entire plant. Turnover rate of our workers was some of lowest in the entire RV industry. The result of this priority manifested into being named the #1 brand in all of Coachmen RV for product quality – Q4, 2021. This marked the first time in the history of the brand that Clipper was awarded with the Quality Award from Coachmen corporate.
The next phase of development was in product enhancement. Through the elimination of over 12 floorplans, the Clipper brand became lean. This enabled our workers to enhance the quality of our units while also become experts in their specific areas of focus.
Coming out of the “shortages” challenge and into a new normal with production and sales, our management and sales team collectively worked hard to be primed for the future. After closely tracking the 2021 Q4 market data, they made a purposeful shift to meet the current retail needs.
In the early months of 2022, they knew the market was shifting as demand was normalizing. They used the 2022 show season to listen to the wants of the retail customer. They also targeted dealer feedback (during the early spring) centered around the retail market demand as it relates to product development and price points. This extensive product research helped determine the best game-plan moving forward.
And from it all, management started the process of rebranding and launching the new product line-up. They focused on going back to the roots of the brand and being a dealers #1 single axle line. They organized a sales system with the product offerings so a dealership sales staff can easily side-sell and up-sell all within the single axles lineup.
The 2023 product launch offered a perfect blend of customer-centric floorplans and market-focus price point units … targeting both what the market needs and what the market wants. Clipper was the first brand to target the market share gains of the Coleman 17B and 17R with low price point units. The 2023 product lineup marked a year of creative innovations for the brand.
By building a natural sales system for our dealers we have help simplify the sales process for their dealership salespeople.
We built a suite of 11 single axle trailers, all with product branding by weight class. We offered 5 single axle floorplans that all are under 3000 lbs. This segment is known as our 3K series. Additionally, we offer 6 single axles travel trailers between 3000 and 4000 lbs UVW - branded as the 4K series. Both product lines are designed so dealers will have a conventional trailer offering for both the budget conscience buyer and the low towing-capacity buyer.
We also launched a 5K series of small and mid-size tandem axle trailers with a product distribution date set for January 2023. On top of that we will continue to offer two popular selling larger tandem axles called their 6K series.
All of these changes, plus the market demand for lightweight and budget friendly trailers, drove the market share gains for the 2023 calendar year.
Some brands would be happy with the success. And maybe rest on their past laurels. We saw it as just the start. Only Phase 1 and Phase 2 of building the brand back up. We want more!
Phase 3 is marked by a laser-focus on product development and the introduction of new models for winter show season. We launched the industry’s top selling non-slide bunk model for 2024 show season and dominated with it.
Plus, we introduced an entire new product lineup called the ROK … known as “rear outside kitchen” travel trailer units. Designed to be able to store in a home garage, towable by all SUV’s, and packed with off-road features, the ROK’s have been the hottest selling models in the industry selling in under 40 days once they get to a dealers lot.
Ultimately, our goal is simple … serve the buyer who wants a simple, functional, and lightweight trailer to enjoy the benefits of camping. We have created unique travel trailers for both the budget conscious buyer and more of an up-graded luxury lifestyle buyer. We offer travel trailers that create an affordable family camping experience without compromising the quality and comforts of the typical more expensive full-size RV’s.
Pride, Integrity, Value, Trust, and Commitment. Through a daily pledge to implement these core values into our construction, service, and sales, our entire team strives to implement excellence into an affordable, yet exclusive RV, to ensure a gratifying camping experience for our customers.
Our brand is redefining value for campers, especially the millennial and generation Z new-buyer market.
History always repeats itself and we strive to be “change agents” in the market by building unique floorplans that create awesome camping experiences.