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Old 10-19-2003, 09:01 PM   #1
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'Airstreamville' dealerships

Here is an interesting article about the future trends of Airstream from the American Institute of Graphic Arts --
Airstream: The 21st Century Trailer. Some of the topics discussed are the history behind the design of the CCD trailer, confirmation that the largest growing RV market is the 35-55 baby boomers, and Airstream's pledge to fix the distribution problems by building new, stand-alone Airstream dealerships, code-named "Airstreamville," which will sell only Airstream's. The thought behind "Airstreamville" is that it will be a destination for both buyers and enthusiasts with an Airstream diner and a campground with hook-ups.
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Old 10-19-2003, 09:30 PM   #2
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Hi Yukionna: Interesting article. What's the publish date?
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Old 10-20-2003, 11:21 AM   #3
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The date of the publication was September 2002. Here is another link to the article with
pictures.
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Old 10-20-2003, 03:26 PM   #4
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well all the dealers i know sell sobs also. i ask and they say they couldnt survive with airstream alone.
i know one ex airstream dealer that refuses to work on airstreams units. and he is big in the sob world.
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Old 10-20-2003, 03:33 PM   #5
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I know of at least one dealer that is pure AS down in SC. But he has been around a long time. If they go the boutique route like the new Mini's it might just fly, but they will need to protect the territory. JMHO

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Old 10-20-2003, 05:48 PM   #6
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Even the largest dealerships understand that Airstreams alone at this point will not earn them enough profit to build and operate the type of facilities that many of us see today. Remember that Airstream is building 25 trailers a week at this time. Factor that across all the dealerships in the US. Not too many to go around.

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Old 10-20-2003, 06:50 PM   #7
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The concept of an "Airstreamville" as a boutique within a multi-line dealership may work. But as a stand alone entity .. it just won't fly.

Many years ago I had an Apple exclusive dealership when Apple still had a pretty good size market share. But as the years passed I could see the writing on the wall ... so we started to build our own high quality Wintel computers and our business soared. After a period of time, Apple became a much smaller part of our business. I would have never survived had I stayed Apple exclusive.

I think the same holds true for most Airstream dealers. It's a small portion of their business that would not survive on its own.
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Old 10-20-2003, 08:36 PM   #8
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You may be right ...

... but I see that our new Airstream dealer here in Vermont is indeed a "stand-alone" dealer. From what I was told, the factory turned down offers from established multi-brand RV dealers in the area in favor of this dealer.

The trick to survival may be that this dealer also sells boats and cars. Perhaps under those circumstances "Airstreamville" CAN work in a single-brand dealership.

Anyway, Airstream is giving it a shot. We shall see ...

-- RL
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Old 10-20-2003, 08:50 PM   #9
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I haven't done any research...yet, but if you were to do an Airstreamville dealership in conjunction with say a restoration shop, it might just work...but then again, I could probably completely restore a 70's vintage Sovereign for half of what the current day equivalent costs? But some people want brand new with a full warranty.

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Old 10-20-2003, 09:34 PM   #10
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If you were a GMC or Ford truck dealer with the Airstreamville and offered the complete package it would be a good product mix.

Add a car line like Saturn that can be towed 4 down and a good size camping store ala Camping World and you now have a destination.
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Old 10-20-2003, 09:52 PM   #11
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Quote:
Originally posted by thenewkid64
If you were a GMC or Ford truck dealer with the Airstreamville and offered the complete package it would be a good product mix.
Funny you should mention that. Across the streeet from Toscanos is a Ford Dealership that is owned by ... Toscanos.
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Old 10-20-2003, 09:56 PM   #12
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When I was working in Ferrari North America several years ago, there were those in management who wanted dealers that would sell Ferraris exclusively. At the time, there were something like 35 dealers selling about 1300 cars in the US and Canada. Exclusive dealers could best promote the Ferrari mystique, or so the thought went at the time.

Maybe Airstream is on to something Perhaps they should team up with Ferrari dealers, and promote the both the Airstream and the Ferrari mystique at the same time.

Of course, some of the Ferrari dealers had real deep pocket behind-the-scene-investors who were less concerned with making a profit than with winning the next race. Can't you just see one of those Ferrari owners manuevering an F250 deisel and a 34' Classic down the freeway during rush hour?

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Old 10-21-2003, 11:59 AM   #13
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...or teaming up with Volkswagen, since they are pushing the Toureg pulling an AS
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