Swift Group announce brand strategy backed by key new products for 2012

Swift Group, Britain’s leading motorhome manufacturer, has announced a refined brand strategy which focuses on the strengths of the company’s key brands, which is reflected in several exciting new product launches for the 2012 season.

These major changes also coincide with the introduction of the Euro5 versions of both Fiat Ducato and Peugeot Boxer base vehicles which add significant performance, economy and specification improvements throughout all ranges.

Going forward, development of van conversion products will be focused on the Autocruise brand, which leads this growing sector of the market and has gained popularity since becoming part of the Swift Group in 2007. The Mondial range will be discontinued.

The Autocruise van conversion range starts 2012 with 5 models and a new family model is planned for launch in February 2012 at the new Excel Show in London.

In response to the current downturn in the coachbuilt market, an area that has seen the biggest impact of the current economic climate, the Group will concentrate resource on its strongest brands in this sector, Swift, Bessacarr and Escape.

“New motorhomes are a luxury purchase, and like most other consumer products in this price bracket they are not an essential purchase and have been affected by the current economic situation which is likely to be with us for a while.

“We have therefore taken the decision to focus our motorhome business on the strengths of our key brands. This has enabled us to concentrate resource on developing some exciting new coachbuilt models which will reinforce our position as market leaders and make it easy for the consumer to relate to the design, quality and innovation of our key brands.

From the dealer point of view it will make it easier for them to stock a good selection of our latest models by reducing the number of brands they need to display to cover both the coachbuilt and van conversion sectors of the motorhome market,” Commercial Director Nick Page commented.

Design and engineering resource has recently been focused on the trend-setting Swift Bolero and Bessacarr E500 ranges and on flagship luxury TAG axle Swift Kon-Tiki and Bessacarr E700 ranges to relaunch them for 2012.

Favourite Autocruise layouts and features have been incorporated into the expanded Bolero and E500 ranges They will set new standards for the £50,000 price sector with Alde radiator central heating as standard and will be based on AL-KO chassis, a formula acknowledged to give better ride and handling characteristics and bigger payloads but normally only available on more expensive motorhomes.

All four ranges will have a new exterior look and the TAG axle ranges get improvements to already extensive exterior storage. Interiors benefit from new woodgrains and soft furnishings; detailed lighting improvements including over-locker illumination, adjustable LED cab lights and nightlights operable on site and en-route give interiors a very exclusive feel. Centre washrooms in Kon-Tiki and E700 get more spacious showers.

All Swift Group’s 2012 ranges, including Escape, Swift Sundance and Bessacarr E400 will be built on Fiat Euro 5 chassis/cabs. In addition to the lower particulate emissions demanded by the legislation they have significantly lower CO2 emissions and lower fuel consumption, surprisingly coupled with improved acceleration in the important mid-speed range. The new Variable Geometry Turbo (VGT) 150bhp and 180bhp engines extend Fiat’s range to give a class leading choice of performance and economy.

Euro5 models have re-styled cab interiors which feel more like modern cars and all Swift Group ranges include Fiat’s new integrated radio/CD. Depending on price level, dashboards are finished with factory-fitted “Tecno Silver” or “Burr Wood” trim and equipment level includes Bluetooth phone capability, USB iPod connection, mount for customer’s TomTom satnav and steering wheel audio controls.

Please refer to individual press releases for more details of each product range.

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