With its emphasis on quality, innovation and customization, Newell Coach is the top seller in luxury motorhomes priced at $1 million and above.
“According to vehicle registration data compiled by Statistical Surveys, our sales are running about 25 percent ahead of our nearest competitor and over 75 percent ahead of the third-place brand,” says Newell Coach President, Karl Blade.
Blade attributes Newell’s success to a number of key factors. “We are the only brand in our market that uses its own, purpose-built chassis and body rather than converting a passenger bus shell,” he says. “This gives us great flexibility in our coach design and execution. For example, our four slide-out models are best sellers. Most of our competitors are limited by their bus bodies to only two slide-outs.”
“Since 2004,” Blade continues, “we have introduced several important innovations that have been embraced by our customers. Our 625-bhp diesel engine provides over 20 percent more power than the competition. And in 2005, we partnered with Porsche Design to develop new body styling that has been exceptionally well received. We are also the only coach built in North American with ZF air suspension on all axles, including an active steering tag axle. This gives our coaches exceptional maneuverability.”
Although Newell has been gaining significant market share over the past four years, becoming the leading seller of motorhomes in its class comes as a something of a surprise to Blade. “We have never aspired to the biggest, but we have always focused on being the best,” he says. “Our leadership in sales is an unintended consequence of our unwavering focus on quality and innovation.”