In today’s evolving RV market, data isn’t just nice to have, it’s the edge that separates smart, agile businesses from the rest. While economic pressures and shifting buyer behavior are reshaping the RV landscape, a closer look reveals surprising bright spots, shifting buyer behaviors, and clear opportunities for growth.
At TI Media, we specialize in helping RV advertisers turn market signals into effective digital campaigns — powered by industry-leading insights from Statistical Surveys Inc. (SSI). Here’s a closer look at how today’s trends are reshaping tomorrow’s opportunities and how dealers can win by staying a step ahead.
February 2025 at a Glance: Navigating a Tougher Landscape
The RV industry continued to face challenges in February 2025, with a -11.98% year-over-year (YoY) decline in new RV registrations across North America. This follows a -4.42% drop in February 2024, signaling that broader economic uncertainty and rising production costs are still influencing consumer behavior.
New RV Sales Breakdown:
- Motorized RVs: -7.55% YoY
- Towable RVs: -12.67% YoY
Tariffs on imported materials like steel, aluminum, electronics, and appliances continue to drive manufacturing costs higher, pushing retail prices up and making financing tougher for buyers. As a result, many consumers are either delaying purchases or opting for more affordable alternatives.
But behind these broad trends lies a more complex story — one where strategic dealers can still find opportunity, if they know where to look.
Insight #1: Category Trends Reveal Where Buyers Are Still Saying “Yes”
Some segments are outperforming expectations, suggesting evolving buyer needs and preferences:
Gaining Momentum:
- Park Models: +38.10%
- Class C Motorhomes: +7.75%
These categories are tapping into deeper lifestyle shifts. Park Models offer an affordable alternative to skyrocketing housing costs, appealing to buyers looking for semi-permanent vacation homes or secondary residences. Meanwhile, Class C RVs are striking a balance between affordability, mobility, and self-contained travel—especially important for families and remote workers who want flexibility without the added complexity of a heavy-duty tow vehicle.
Compared to more complex and tariff-affected units like Class A (-19.74%) and Class B (-30.26%) motorhomes, Park Models and Class Cs are often simpler to produce and less vulnerable to supply chain cost spikes.
Dealers that focus inventory and messaging around these segments can better align with today’s buyer mindset and position themselves for steadier sales ahead.
Insight #2: Uneven Regional Demand Means Targeted Growth is Key
Not all markets are moving in lockstep with national trends. In fact, some regions are booming, even as others struggle.
Top Growth Markets:
- Olympia-Centralia, WA: +141.33%
- Anderson, IN: +110%
- Longview-Marshall, TX: +90.91%
These growth areas aren’t traditional RV powerhouses. Their surges suggest that local economic factors like rising incomes, shifting demographics, or the entrance of new dealerships are fueling new demand. Meanwhile, steeper declines are concentrated in more price-sensitive rural markets, such as Worthington, IN (-81%) and Tallahassee, FL (-64%), where buyers may be struggling with affordability challenges worsened by tariffs and rising interest rates.
With SSI’s granular data and TI Media’s localized marketing capabilities, dealers can stop guessing and start targeting regions where consumer confidence remains strong. Knowing where demand is heating up is just as crucial as knowing what to promote.
Insight #3: Consumers Adopting Practical Adjustments Over Panic
Used RV registrations declined -12.14% in December 2024, generally mirroring the new market. However, there’s one standout:
- Used Class B RVs: +3.22% YoY
Despite new Class Bs seeing the steepest drop in new registrations (-30.26%), their used counterparts are in demand. It’s a clear signal: buyers still want the “van life” experience, but they’re hunting for it at a more accessible price point. Rather than walking away from the RV lifestyle, consumers are simply adjusting their approach, suggesting demand is evolving, not disappearing.
Dealer Opportunity:
- Promote used Class B inventory as an affordable, ready-to-go option for adventurous buyers.
- Focus messaging on cost-effective mobility and lifestyle freedom.
- Leverage localized data to refine pricing and promotions, ensuring alignment with current, real-world buyer behavior.
Turning Data Into Action: How TI Media Helps You Win
At TI Media, we understand that data without strategy is just noise. That’s why we transform real-time data from SSI into targeted, high-impact digital marketing campaigns that help RV brands convert shifting market conditions into real business growth.
Here’s how we help you move faster and smarter:
- Pinpoint growth markets and launch campaigns where demand is rising
- Tailor messaging by category-specific trends, promoting what buyers want
- Maximize visibility in slower markets, keeping your brand top-of-mind even when buyer intent is cautious
It’s not just about reacting to the market, it’s about getting ahead of it. Precision targeting, localized strategies, and lifestyle-driven messaging are the keys to success, and TI Media is the partner that brings all three together.
Final Takeaway: Growth Favors the Strategic
February’s numbers confirm that 2025 isn’t going to reward business-as-usual thinking. But for dealers who embrace the data, adapt their strategies, and invest in smarter outreach, the opportunities are real and so is the growth potential. The market may be shifting, but with the right strategy, it’s shifting in your favor.
Ready to turn insights into action? Contact us today!
