The Q4 2024 RV Market Brand Consideration Report from Retain Media has provided a detailed look into Australia’s RV market landscape. The report analyzed over 3 million search queries during the last quarter of 2024, offering insights into consumer interest and shifting trends within the RV industry.
Notable highlights from the report cover Australian-made brands, imported models, and discontinued brands.
Jayco, Australia’s market leader, continued to dominate the all-brands category, maintaining 26.2% of the market share. This represented a 1.1% increase from the previous quarter.
Tango Caravans, an Australian-made brand, experienced a surge in search interest, reaching 5.4% of the market share in its category. This 1,700% relative increase followed the brand’s liquidation.
Pacesetter Market Direct Campers (MDC) also saw significant gains in the imported RV category, capturing a 16.9% market share, a 7.6% increase from Q3. Additionally, the Discontinued category experienced a significant shift, with Tango Caravans dominating 73.5% of the search share.
Retain Media’s report emphasized the influence of major events, such as brand liquidations, on consumer behavior. “Our Q4 report reveals a dynamic market shaped by consumer curiosity and industry developments,” Brian Sullivan, Retain Media’s director said in a press release. “
“It’s particularly interesting to see how significant events, like brand liquidations, continue to influence search behavior and highlight the need for strategic adaptation,” Sullivan added.
Along with the shift in market shares, the report indicated that leading brands such as Jayco and New Age Caravans continue to hold strong positions. However, brands like Ezytrail, Mars Campers, and Lumberjack Campers faced challenges.
Despite the fluctuations seen among certain brands, the Australian RV market as a whole remains highly competitive. Consumers continue to gravitate toward trusted names while also responding quickly to emerging trends.
To see the full breakdown of the report’s findings, including performance insights for over 120 RV brands, visit retainmedia.com.au.