Howe-based Cruiser RV is ready to roll out its fresh new brand image at Elkhart County’s 6th Annual Open House Week starting Monday, Sept. 16.
The company has always been modest in size compared to the large corporate mergers and mega-OEMs. But Cruiser RV thinks that’s a good thing and has now officially positioned itself in that manner. “We’re smaller, but that’s okay,” said Jeff Fought, president of his family-run business. “My dad, Dave Fought, started DRV in 1999 from scratch and carved out a niche in the high-end fifth wheel market before it was even popular. Today we’re taking that grass-roots heritage and applying it to the Cruiser division.”
Cruiser RV has been solely focused on the lightweight travel trailer market since it was purchased by the Foughts almost 10 years ago. Their goal from the beginning with Cruiser was to make it a personal, friendlier company – not only to do business with but to become more intimate with the product in design and marketing to a niche. The lightweight to mid-profile towable market has seen tremendous growth in recent years and Cruiser RV products like Fun Finder, Enterra, Radiance and Shadow Cruiser have pioneered the way in the marketplace.
“Hard work and a passion for perfection have contributed to our success and rapid growth,” stated Jay Mohamed, VP of sales and marketing at Cruiser RV. “Jeff and his father are down-to-earth people and dealers respond to that.”
Dave Fought was an engineer and executive at Starcraft for over 20 years before co-founding SunnyBrook RV in 1992. This experience in the industry is evident in all aspects of Cruiser RV’s business style today. “They treat everyone the way they’d like to be treated,” Mohamed added.
A new brand entitled Genuine Trailers is set to premier next week to the wholesale market. The style will set Cruiser RV apart with its inviting packaging and promotional tools that will help dealers more effectively point out the differences between Cruiser products and the industry. The new style reflects the company attitude. “We’re not big corporate, and we’re proud of that,” Fought said. “And we think our dealers and prospects will understand.” The new campaign and brand is scheduled to aggressively influence the retail market later this year.
Cruiser RV will be set up under a large tent at the entrance to the RV/MH Hall of Fame with their event kicking off on Monday, Sept. 16, and running through Thursday, Sept. 19.