THOR Industries, the world’s largest manufacturer of recreational vehicles, announced a strategic reorganization of its North American RV operations, forming two distinct operating groups to enhance competitiveness and operational alignment.
The restructuring is designed to respond to rapid dealer consolidation, evolving consumer expectations, and the increasing scale demands within the RV industry.
THOR aims to leverage enterprise-wide strategies such as brand optimization, process standardization, and data integration across its portfolio of North American brands.
According to a press release, Bob Martin, president and CEO of THOR Industries, said, “The consolidation of the dealer landscape and the increasing complexity of our marketplace require a unified, collaborative approach focused on exceeding the needs and expectations of end consumers.”
“This evolution positions our teams and our dealers to win—together—while maintaining the entrepreneurial spirit that has always set THOR apart,” Martin added.
Under the new model, Ken Walters, president of Jayco, will lead one group, which will include the Jayco, Entegra, Open Range, Heartland, and Tiffin Motorhomes brands.
Walters will maintain his role as Jayco President while serving as CEO of the Group. Tiffin Motorhomes recently saw the resignation of Leigh Tiffin, and Walters is overseeing the search for the next president of the brand.
Walters said, “The combination of Jayco and Tiffin creates an exciting opportunity to optimize their respective motorized lineups in ways that benefit both our dealers and consumers. Tiffin brings a legacy of craftsmanship and motorized excellence that complements Jayco’s innovation and operational momentum.”
The second Group will be led by Jeff Kime, president of Thor Motor Coach, encompassing Thor Motor Coach, Keystone, Dutchmen, and Crossroads brands.
Kime will also remain president of THOR Motor Coach while assuming the role of CEO of the Group. Troy James, THOR’s senior vice president of International Business Operations, will serve as chief operating officer of the Group during a transition period, focusing initially on Keystone operations.
“This Group brings together two powerful brands—Thor Motor Coach and Keystone—to create a complete, full-line motorized and towable portfolio,” Kime said. “This alignment allows us to share best practices, streamline operations and maximize the combined strengths of both organizations.”
Ryan Ellson, vice president of sales for Thor Motor Coach, will eventually succeed as president of THOR Motor Coach after a transition period.
Airstream and KZ will remain stand-alone operations but will participate in enterprise-level initiatives to optimize collaboration and strategic value across all brands.
THOR expects the new Group structure to deliver benefits including coordinated sourcing, operational standardization, focused capital allocation, and enhanced data integration.
Martin added, “We are building for the next decade and beyond, ensuring our brands remain individually strong while leveraging the scale of our organization. Ken and Jeff are exceptional leaders, and I am confident in the value these Groups will create for our dealers, customers and shareholders.”