New product strategy drives Swift success in difficult market

New products that provide a lower cost of entry while still maintaining award winning design and specification, together with expansion in new market sectors have helped the Swift Group, Britain’s leading caravan, motorhome and holiday home manufacturers, start 2012 in strong shape.

Swift took an early decision to review the company’s product strategy to reflect the harder market conditions and although sales at the more expensive end of the market have become more difficult the new generation of touring caravans, van conversions and holiday homes launched in the Autumn, have more than made up for this change in the market.

On tourers, the new Challenger Sport and Eccles Sport ranges, launched at the NEC, Birmingham in October have not only won a series of Industry Awards but have seen sales beat the ranges they replaced by 12%. More competitive pricing, sector leading design and lighter weights have persuaded more people to buy.

The new Sprite range has also followed this trend and by entering the market at a price level below the “Sport” models it has proved particularly popular with families and people looking to make caravanning their chosen form of holiday.

This successful formula has also been echoed in the motorhome market where the new Autocruise van conversion line up, which includes a sub £40,000 new Autocruise Rhythm model, have seen sales grow by nearly 25%.

The biggest success story at Swift is the holiday home range, a market the company only entered 7 years ago. Sales this year so far are up an impressive 32% against a falling market. Again design and value for money are the key indicators to success, with the new Bordeaux range leading the way.

“Like all manufacturers we are fighting for a bigger slice of markets that have been affected by the public reluctance to spend money in the current climate. Our strategy of giving people products that are more cost effective, better designed and in the case of our tourers, lighter and easier to tow with smaller cars, at a time when customers are demanding innovation and real value for money, puts the company in a strong position for the future", Commercial Director Nick Page commented.

Swift will be exhibiting their range of holiday homes, tourers and motorhomes at both the Caravan and Motorhome Show at Event City, Manchester from January 19 -22, and the Motorhome, Caravan and Camping Show at Excel, London from February 14 – 19.

These shows will be the first time the public can see the complete range of Sprite and Sprite Lite products on display.

Products can also be seen on dealer stands at the Scottish Caravan Show at the SECC, Glasgow from February 2 – 5.

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