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First of all, AM (Airstream Marketing, time for more jargon) claims to be 72, and if so, is the oldest intern on the planet, or if it refers to the age of the department, the department must be younger than the company. But, really, who cares, except Airstream owners who like this kind of arcane detail.
Retro style sometimes works, sometimes doesn't. The Mini Cooper is a successful example as is Mission Oak furniture and Arts and Crafts houses. Art Deco has a following too. What is interesting to me is that the Airstream is to some degree an Art Deco item. Following up with Art Deco interiors is where the company has missed the boat. It seems to me that people who are attracted to the silver bullet styling would find more Art Deco appointments attractive. The partitions in my trailer look like they are covered in 1960's contact paper. I guess that's retro, but an example of retro that doesn't work.
Another styling approach is to go western. I made this recommendation to the company before, but I guess they weren't ready for it. Put a Pendleton bedspread on the bed and Pendleton fabrics on the cushions (much better quality cloth than that used by Airstream now, another quality issue). To pursue an alliance with Pendleton, another company with a long standing positive reputation, would be good marketing.
I don't understand AM's comment that the European model is narrower and feels smaller. Of course it feels smaller because it is. The point is smaller is lighter and the European design might be a way to go in the US and Canada so you can tow with a smaller vehicle—and development costs are very small because you already make them.
Not really what you asked about, AM, but it follows my advice to improve your core brand.
Gene
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