Australia’s recreational vehicle market became more concentrated in the first quarter of 2026, with Jayco widening its lead in consumer interest while several other brands recorded gains across imported and locally built segments, according to a new industry report.
The Q1 2026 RV Market Brand Consideration Report released by Retain Media analyzed more than 2.7 million search queries collected during the quarter to measure national consumer interest in RV brands across Australia.
The report found that the market became “more top-heavy” during the quarter as Jayco increased its lead over competitors. At the same time, much of the market movement occurred among other brands competing in imported and locally manufactured RV categories.
According to the report, Opus Camper expanded further into the imported RV segment during the quarter.
Meanwhile, Lifestyle Campers and Patriot Campers strengthened their positions in the domestic market.
The report also identified a significant shift in discontinued brand rankings, noting that Zone RV lost momentum after what the report described as an “exceptional Q4 2025 spike.”
Broader global conditions negatively affected RV sales and touring activity during the quarter. The report stated that worldwide events experienced particularly during the first three months of 2026 had reportedly taken a toll on overall RV sales performance.
Despite those conditions, the report found that consumer research and inquiry activity remained relatively strong, indicating continued interest from potential buyers. According to the findings, search activity suggests many consumers are maintaining purchasing intentions while waiting for broader economic and global conditions to stabilize.
The report also pointed to fuel prices, fuel availability and inflation as factors affecting travel and touring activity across the RV sector. However, researchers said Australian caravan and RV shoppers showed little indication of abandoning travel plans altogether.
“In many cases, fuel prices have been dropping, and availability is still relatively stable, allowing greater market confidence,” the report states.
“Q1 2026 arrived in a market shaped by more than just seasonal rhythms. The drop in search volume is broadly consistent with historical patterns, but the quarter also unfolded against rising fuel costs and disrupted shipping routes,” the report adds.