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Reading Time: 4 minutesLast Updated on September 7, 2025 by Paul Clayton
Table of Contents
Current RV Industry News And Trends
Key Takeaways
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Motorhomes are up, while towables are down; however, overall shipments are holding steady.
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Thor Industries shows strength, while Winnebago lowers guidance amid headwinds.
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The RV lifestyle splits: luxury motorhomes soar while retirees report financial regret.
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Hershey Show spotlights 2026 models with innovation and consumer training.
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Sustainability pressures and tariffs remain major hurdles.
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New vs. Used RV: Navigating the Price Trends
Can You Rent an RV for a Year?
RV Industry News – September 2025 Roundup
The RV industry entered September with mixed momentum—some segments are booming, while others face headwinds. From new model launches and lifestyle shifts to financial forecasts and sustainability concerns, here’s the complete look at where the industry stands this month.
By the Numbers: Shipments & Forecasts
The Recreational Vehicle Industry Association (RVIA) reported that wholesale RV shipments in July 2025 reached 22,633 units, marking a 6.1% decline year-over-year. Towable RVs are still the industry’s backbone, falling 8.7% to 19,686 units. In contrast, motorhomes surged 15.3%, hitting 2,947 units, suggesting strong demand for higher-end rigs (RVIA).
For the year, shipments are still up 5.2%, and RVIA’s forecast projects a 2025 total of 320,400–353,500 units, with a median of 337,000. Looking ahead, 2026 shipments could reach 349,300 units, signaling steady, if cautious, growth (rvbusiness.com).
Wall Street Watch: Thor & Winnebago Diverge
Thor Industries (THO), the world’s largest RV maker, is showing resilience. Its RS Rating rose to 82, with 19% earnings-per-share growth and a 3% revenue bump over recent quarters. Analysts believe Thor stock could break out above the $112.36 buy point, signaling investor optimism (Investors.com).
Meanwhile, Winnebago Industries had a mixed quarter. The company beat analyst expectations with adjusted EPS of $0.19 and revenue of $620.2 million. Yet, economic headwinds forced a guidance cut: full-year 2025 revenue is now expected to be between $2.8 billion and $ 3.0 billion, with EPS forecasted to be between $2.75 and $ 3.75. Investors reacted cautiously, with shares still down by more than 50% from their peak last year (MarketWatch).
Lifestyle Shifts: From Luxury Motorhomes to Harsh Realities
The RV lifestyle is undergoing a transformation in 2025. High-end buyers are increasingly drawn to luxury motorhomes priced over $2 million, complete with chef’s kitchens, king-size beds, and Starlink internet. For some, these rolling mansions are replacing traditional housing, redefining freedom and mobility. The Financial Times reports that more than 800,000 Americans now spend at least half the year on the road (FT).
But not all stories are glamorous. A Kiplinger analysis highlights growing regret among retirees who have sold their homes for an RV life. Rising fuel prices, insurance premiums, maintenance headaches, and parking challenges often outweigh the dream. Some retirees cite isolation and lack of medical access as unexpected downsides (Kiplinger).
Events & Product Launches: 2026 Models Steal the Show
The Hershey RV Show, the nation’s largest, returns from September 10 through 14, showcasing over 1,400 of the 2026 models. Brands are pushing innovation:
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Keystone RV is debuting the Walkabout, a 30-foot trailer that accommodates six family members with sleeping arrangements.
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nuCamp teased a lightweight, European-styled trailer with sleek interiors and Amish cabinetry.
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Denali Campers has rebranded as Iron Peak Campers, targeting the booming overlanding market.
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Awaken RV launches futuristic fiberglass travel trailers, each pre-equipped with Battle Born lithium batteries for off-grid adventures.
In a nod to education, Ford’s Towing Bootcamp is rolling out nationwide, offering real-world training on hitching, turning, and braking, a welcome resource for first-time RV owners.
Sustainability Spotlight: Hardwood & Tariffs
The New York Times reported this month that the RV industry still relies heavily on tropical hardwoods sourced from Borneo, raising red flags over deforestation. Environmental groups are pressuring RV makers to adopt more sustainable materials.
Meanwhile, Indiana’s Elkhart County, home to the “RV Capital of the World,” continues to anchor the U.S. industry, contributing $32.4 billion to Indiana’s GDP and supporting 126,000 jobs. But tariffs on steel, aluminum, and imported components are tightening margins, with ripple effects across the supply chain (Wikipedia).
Looking Ahead
Despite choppy waters, the RV industry remains resilient. Shipments are trending upward overall, luxury buyers are reshaping demand, and innovation is alive with 2026 models already creating buzz. But affordability, sustainability, and consumer education will shape whether the growth continues into 2026.
As RVIA President Craig Kirby recently put it: “The RV lifestyle is evolving, and the industry is adapting. Our challenge is ensuring that growth remains sustainable for businesses, consumers, and the planet.”
