Three leading Airstream executives spoke with ChiefExecutive.net this April about the iconic brand’s present, future, and success. The original article can be found here.
Airstream’s CEO since 2005, Bob Wheeler, highlighted the trio of Airstream leadership. Wheeler is focused on making the brand’s boom in business as productive as possible.
“We expected a big drop in business [when the pandemic hit.] Instead, we’ve been delivered an enormous group of new customers that we might not have seen without the pandemic. That’s true across the industry. So how do we make sure we don’t squander this opportunity?”
Airstream is used to being in high demand, as their handcrafted vehicles typically have a 12 week backlog in non-pandemic times. But the increased demand has made these manufacturing delays historically long.
“Now, if our dealers didn’t take another retail order starting today, it would take us about a year to fulfill the retail orders in our system and to rebuild inventory. We’re trying to grow our output in a controlled and intentional manner no faster than we can maintain and improve our product quality, Wheeler said.
Airstream has also been proactive in creating side products to go with their famous travel trailers. Airstream Supply Co. launched in 2019 sells camping related accessories related to and promoting the brand.
“People were having to go out and purchase lots of other things for the Airstream experience,” Hansen said. “Things like outdoor furniture and grills and things for inside the trailer. So we thought, ‘How can we bring some great products to the community and also tell great stories?’ We can communicate with them through this platform, help them get excited about going outdoors, and – for those who own an Airstream – curate great products. It’s a brand-building tool we’ve had great success with,” Chief Marketing Officer Mollie Hansen said about the supplier.
To continue harvesting Airstream’s success, financing the RVs is key, said Vice President of sales Justin Humphreys. Airstream recently partnered with Bank of America to create Airstream Financial for this purpose.
“The process is streamlined from the customer’s first visit to a web site, which offers things like a loan calculator and the ability to ask dealers a question,” Humphreys explained. “We’re helping customers build an awareness about exactly what it will cost earlier on in the process rather than later.”
At Airstream of Vermont, we can help with all of your financing, supply, and RV needs. Check out all of our inventory at petesrv.com today!
