TrailLite challenges European rivals with new NZ
New Zealand-based motorhome manufacturer TrailLite is launching a new brand called Roadcraft to compete with dominant European imports. The company aims to leverage its local manufacturing roots to capture a larger share of the market following a post-Covid sales decline.
Why it matters
This highlights the struggle of local manufacturing sectors to compete against global brands in the niche recreational vehicle market.
Reminder, this is a Premium article and requires a subscription to read.
Kiwi motorhome retailer and manufacturer TrailLite is launching a new New Zealand-made and branded motorhome, in a direct challenge to the European brands that dominate the market.
Founded 72 years ago, TrailLite offers a range of motorhomes and campervans, including brands such as Benimar, Mobilvetta and McLouis.
Over the past 10 years, TrailLite has grown significantly, with revenue increasing 96% since 2016 to $57 million.
The company’s market share has grown to represent about 20% of New Zealand’s motorhome retailer market.
That growth extends across the Tasman, as Australian and New Zealand-sourced motorhomes now account for a larger share of the private market than the mainly German and Italian imports.
A 37% share, split almost evenly between New Zealand and Australian brands, is up more than 13% since 2020.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in