Keystone Cougar Proves to be ‘Bright Spot in Rocky Market’
GOSHEN, Ind. — Keystone RV Company’s flagship mid-profile fifth-wheel brand is proving to be a bright spot in a rocky market. According to the March market report from Statistical Surveys Inc. published on May 9, U.S. fifth-wheel retail registrations were down over March 2022 by 30.5%. Cougar, however, is holding its own, up 1.5% March over March. The brand has also increased its U.S. fifth-wheel market share from 5.5% in March 2022 to 8.0% in March 2023 and is very close to moving into the No. 1 position.
Product Manager Scott Taylor has steered the brand through its most recent growth.
“With more product available, consumers can now be selective about what they purchase,” said Taylor. “The market movement toward Cougar has taken on a life of its own. Consistent with its history, Cougar has the right products, with the right features, at the right time.”
Currently celebrating its 25th anniversary, Cougar was reinvigorated in 2021 with the introduction of the Amy Gray Signature Series interiors, the forward-thinking OTG solar package, and the new 364BHL floorplan, a precursor to the current double suite design trend. The brand broke sales records at last fall’s Hershey RV show, and continued to stay ahead of market trends with the well-received introduction of two smaller, budget-friendly Cougar Sport models at January’s Florida RV SuperShow.
General Manager Matt Christensen is enthusiastic about the brand’s success, “The Cougar brand was built on the shoulders of giants and continues to deliver year after year. In the face of economic headwinds and new category competitors, Cougar is standing strong and driving superior results for our dealer partners.”
About Keystone RV Company
An operating company of THOR Industries, Keystone RV Company is the #1 manufacturer of towable RVs in North America. Focused on helping owners Camp Better™, Keystone offers a wide range of RVs including single-axle minis, ultra-lightweight travel trailers, luxury travel trailers, fifth wheels, and toy haulers. Keystone brands include Montana, Montana High Country, Alpine, Avalanche, Cougar, Cougar Half-ton, Arcadia, Outback, Sprinter, Passport, Bullet, Premiere, Springdale, Hideout, Fuzion, Raptor and Carbon. Headquartered in Goshen, Indiana, Keystone has manufacturing facilities in Goshen and Pendleton, Oregon as well as more than 1,000 dealer locations throughout the U.S. and Canada. For more information on Keystone RV, visit keystonerv.com
About Statistical Surveys
For decades, Statistical Surveys (SSI) has delivered market share data to forward-thinking businesses in the Marine, Recreational Vehicle, Powersports, Trailer and Manufactured Housing industries. SSI provides the most complete retail market share data to OEMs, suppliers, finance companies, and dealers in their industries through their flexible web-based reporting software and pre-formatted data snapshots. For more information, visit www.statisticalsurveys.com.