Consumer interest across Australia’s recreational vehicle sector continued to evolve in the second quarter of 2025, with new insights revealing brand consolidation at the top and notable shifts within multiple categories.
The findings, published in Retain Media’s Q2 2025 RV Market Brand Consideration Report, are based on over 1.1 million search queries spanning 132 RV brands.
Jayco maintained its dominant market position with 25.68% of all consumer searches, despite a minor 0.89% relative decline.
The brand held more than six times the search share of its nearest competitor, underscoring its strong foothold in the Australian RV market.
Lifestyle Campers delivered the quarter’s most significant performance, jumping to sixth place with a 47.22% relative increase in search share to reach 2.65% The gain marked the highest growth among the top 10 brands.
Austrack moved into fourth position following an 11.42% rise in search share to 3.22%, overtaking Ezytrail, which fell to fifth after a 3.16%relative decline.
In the Australian-made segment, Lifestyle Campers rose to second place with a 47.7% increase in interest.
Other domestic manufacturers, including Avida and Zone RV, also posted modest gains of 3.33% and 6.85% respectively, reflecting renewed strength in locally built models.
The RVMAP Members category saw major fluctuations, with Track Trailer achieving a 28.05% increase and Malibu Caravans recording a 72.73% surge to reach 1.71%.
Search interest in discontinued brands remained high. Black Series led the category with 40.82% of queries, up 7.3% from the previous quarter, while Elite Caravans climbed 14.8% to reach 14.95%.
Market Direct Campers (MDC), Snowy River Caravans, and Avan maintained steady positions across categories.
In contrast, several mid-tier manufacturers experienced notable downturns. New Age Caravans dropped 8.25% in relative search share, while Lotus Caravans saw a 15.31% decrease.
Among brands outside the top 20, value-focused and boutique manufacturers posted strong performances. BruderX rose 22.4% to 0.93% search share, and Harvok Caravans gained 52.4%.
Malibu Caravans also appeared in the emerging value segment with a 70% increase to 0.68% search share.