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We are the nation's
largest producer of recreational
vehicles. |
The RV Industry in Calendar 1999:
Strongest Market Since 1978 On top of a
15 percent increase in wholesale shipments in calendar 1998, the RV
industry in 1999 posted a 10 percent shipment gain to 321,200 units, the
highest level achieved since 1978. A robust economy, high levels of
consumer confidence and positive demographic factors all contributed to a
very favorable market environment. Another year of the extended economic
expansion allowed RV manufacturers to cap a very productive decade in
which nearly 2.4 million RVs were sold. Motor homes led the growth in the
RV market during 1999 with a 12.8 percent gain in unit shipments. Travel
trailer shipments for the industry were up 14.2 percent, while folding
trailer shipments declined 5.1 percent.
Fleetwood RV Group Achieved
Record Fiscal 2000 Revenues Capitalizing
on the healthy RV market, Fleetwood shipped a record 80,120 units during
fiscal 2000, up seven percent from fiscal 1999. This strong shipment
volume pushed revenues up 11 percent to an all-time high of $1.91 billion.
Fiscal 2000 operating profits for the group totaled $104 million, down
slightly from last year's record $110 million, and operating margins eased
from 6.3 percent to 5.4 percent of sales. Higher sales of more
competitively-priced travel trailers and Class C motor homes, along with
increases in selling and product warranty costs, accounted for most of the
decline in operating margin.
Fleetwood Continued to Lead RV
Industry For more than 25 years, Fleetwood has led the
industry in the production of recreational vehicles that facilitate
travel, camping and outdoor recreation for a growing customer base. We
build a full line of exciting RV products, including folding trailers,
conventional and fifth-wheel travel trailers, and Class A and Class C
motor homes. The range in price is broad — from affordable entry-level
towable products for budget-conscious consumers, to luxurious motor homes
designed for affluent buyers. One out of every four RVs on the road today
is a Fleetwood product.
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Fleetwood RV is
a proud sponsor of 1999 Winston Cup champion Dale Jarret and Robert
Yates Racing. |
Motor Home Division Produced Record
Results Fueled by a 16 percent increase in
retail sales, calendar year 1999 was the best year for industry motor home
shipments since 1984. Combined industry shipments of Class A and Class C
products totaled 68,000 units, 13 percent ahead of 1998. In this vigorous
market environment, Fleetwood posted fiscal 2000 shipments of 16,294
units, a gain of nine percent over the prior year. Our Class A units were
up four percent, while Class C shipments, buoyed by unusually high rental
company demand, soared 27 percent. Motor home rev-enues for fiscal 2000
rose 13 percent to a record $1.20 billion. We take great pride in our long-held status
as the market leader in motor home sales. RV buyers have grown very
familiar with Fleetwood brands, including Class A names Flair, Storm,
Bounder, Bounder Diesel, Pace Arrow, Southwind, Vision, Discovery,
American Tradition, American Dream, American Eagle and American Heritage.
Class C products manufactured under the names of Tioga, Jamboree, Arrow
and Rallye round out a complete motor home line that offers customers
everything from basic convenience and function to the ultimate in luxury
and style. In calendar 1999, Fleetwood once
again held a significant lead over the competition with 24.6 percent of
the entire motor home market. Our product line-up included six of the
twelve top-selling Class A brands, and two of the five most popular Class
Cs. Despite this strong showing, our share of the overall market dropped
from 26.3 percent in the prior year, in part because our 1999 diesel
product line did not cover all price points in the rapidly growing low to
mid-priced diesel category. Along with our relatively small presence in
the low-end gas-powered market, this caused our Class A market share to
decline from 28.1 percent to 25.9 percent. Our Class C market share, which
was enhanced by significantly higher sales of rental units, improved from
20.8 percent to 21.5 percent. We believe we've taken appropriate steps to
stem our motor home market share erosion. For example, late in fiscal 2000
we introduced the Expedition, a competitively-priced diesel product which
offers customers both traditional Fleetwood value and the option of
upgraded features. Another new diesel product will be added in the next
model year to fill an important price niche in which Fleetwood has not
been represented. Also, we expect that lower-priced Fleetwood Class C
models introduced last winter will soon be making market share
inroads.
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75 percent of RV
owners adopt the RV lifestyle and stay in the market for
life. |
Industry Travel Trailer Sales
Reached New High Industry travel trailer shipments reached
an all-time high in calendar 1999, rising 14 percent to 189,500 units.
Shipments of conventional units totaled 117,500, the highest since 1978,
and fifth-wheel shipments rose to an industry record 60,500 units.
Fleetwood's unit volume in fiscal year 2000 improved nine percent to
41,936 units, our best year since fiscal 1979. This led to record travel
trailer revenues of $590 million, seven percent ahead of the prior
year. Fleetwood manufactures travel trailer
products under the brand names of Prowler, Terry, Wilderness, Mallard,
Avion, Savanna and Westport, and slide-in campers under the Caribou,
Elkhorn and Angler names. For calendar 1999, Prowler was the number one
selling travel trailer brand in the country, while Prowler, Terry,
Wilderness and Mallard represented four of the nation's six top-selling
brands. Overall, Fleetwood captured 20.5 percent of the travel trailer
market in calendar 1999, down from 21.6 percent in 1998 due to strong
competition at the low end of the market. A
strong presence in the entry-level product segment is strategically
important to Fleetwood, since it now represents almost 40 percent of the
travel trailer market. Our successful efforts in fiscal 2000 to expand
product offerings in this fast-growing market segment resulted in a higher
mix of lower-priced, lower-margin products, causing a short-term decrease
in operating margins. Consequently, we've been diligently pursuing cost
reduction strategies to miti-gate the impact of these lower-margin
products, such as initiating organizational changes in the travel trailer
division to streamline plant management and reduce overhead costs. Also,
the division succeeded in reducing production cycle times and raw material
costs. Our involvement in this price-sensitive market segment presents one
of our best opportunities for market share expansion and revenue growth.
We're confident that our increased emphasis on the entry-level market,
along with a disciplined approach to product development and cost
controls, will result in long-term market share growth and higher
returns.
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Folding Trailer
Division Set Standard of Excellence for the Industry Contrary to the trend in other RV product categories in
calendar 1999, industry shipments of folding trailers declined five
percent to 60,100 units, down from a 25-year high in 1998. Bucking the
industry trend, Fleetwood's folding trailer division in fiscal 2000 posted
a three percent gain in ship-ments to a record 21,890 units and generated
a seven percent increase in revenues to $124
million. Folding trailer products have been
gaining in popularity with young families in recent years. The appeal of
affordable vacations that foster family togetherness continues to attract
many first-time buyers to this entry-level product. Owners who are
satisfied with their first exposure to the RV lifestyle often become RV
customers for life. For this reason, Fleetwood's resounding success in
this product segment uniquely positions us to achieve future sales of more
upscale Fleetwood products as buyers move up the product value
chain. Over the years, the Coleman® brand has
earned the distinction of being the most trusted name in outdoor
recreation. The family of folding trailers manufactured by Fleetwood and
marketed under the Coleman® brand name, proudly carries on this legacy, as
evidenced by our industry-leading 36.9 percent market share in calendar
1999. The division's market leadership is rooted in its reputation as a
high quality manufacturer and the industry innovator. Signature Coleman®
design features such as the one-piece seamless ABS roof, the swing-level
galley, the one-piece screen door, the stepper door and storage trunks
have established Fleetwood as the premier company in the folding trailer
business.
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Fleetwood RV's are
designed with innovative features that enhance outdoor
recreation. |
Long-term RV Business Prospects
Look Favorable Given the discretionary
nature of an RV purchase, the variability of economic forces can cause
significant short-term swings in RV buying activity. However, the
long-term outlook for the RV market is supported by a broad foundation of
powerful demographic changes and evolving lifestyle preferences, which we
believe will stimulate strong RV demand for many years to come. A 1997
University of Michigan study indicated that a record 8.6 million U.S.
households owned an RV, in large part due to baby boomers moving into the
prime buying years for RV purchases. The study further showed that from
1993 to 1997, RV ownership expanded by 25 percent in households headed by
boomers aged 45 to 54. These households now represent more than 45 percent
of all RV owners, outnumbering the over-55 empty nesters that have
traditionally dominated the RV market. More significantly, the study
projected that RV ownership will rise from the 1997 level of 8.6 million
households to 10.4 million by the year 2010, a gain of 21 percent,
outpacing projected household growth of 15 percent. These powerful
demographic trends make a compelling case for long-term RV industry
growth, and present a tremendous opportunity for Fleetwood as the leader
in the RV market.
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