By Cheri Sicard
In the video below, Josh the RV Nerd wants to clear the air about some significant changes happening at Thor Industries that have caused confusion and sparked rumors.
The big news is that Heartland RV is being reassigned within Thor’s organizational structure. It’s moving under the umbrella of the Jayco family of RVs. Previously, Heartland operated as its own branch of Thor, which included popular brands like DRV Mobile Suites and Cruiser RV. Now, it will be part of the same group as Starcraft, Highland Ridge, and Integra.
Busting the myths
Let’s address the biggest rumor head-on: Heartland is not closing down! It is not being shuttered. This is a reassignment within Thor Industries.
Another common concern is whether existing warranties are still valid. The good news is, they are!
Why is this happening? The RV market is currently in a downsizing phase. Jayco RV has a reputation for efficient operations. It is possible that Thor saw an opportunity to streamline Heartland’s operations by placing it under Jayco’s management. While that is a theory, it is important to note that this is not confirmed.
What does this mean for current Heartland owners?
If you own a Heartland, Cruiser, or DRV Mobile Suites RV, rest assured that your warranty coverage remains in effect. Thor stands behind its products, and your warranty is still good.
Your existing dealerships are still equipped to provide service and support for your RV. The support structures are still in place, so you can continue to rely on them for your maintenance and repair needs.
In the short term, expect business as usual. There won’t be any immediate, noticeable changes. Looking ahead to around the 2026 season, there could be some adjustments. These are theoretical possibilities based on industry trends and past experiences.
One potential outcome is the consolidation or retirement of certain product lines. This happens when companies evaluate the financial performance of different models. If a particular series isn’t profitable, it might be discontinued or merged with another.
It is also possible that we’ll see more “twin sister” brands—identical models sold under different names. This is a common practice in the RV industry and can be a way to streamline production and reduce costs.
Another change could involve using standardized parts from preferred suppliers. By leveraging bulk buying deals, manufacturers can lower costs and improve financial health.
Heartland’s stick-and-tin trailers might become more similar in design to existing, successful models within the Jayco family. This is not a certainty, but it’s a possibility worth considering.
In conclusion, while changes are happening within Thor Industries, current RV owners don’t need to worry. Your warranties are safe, and support is still available. This reassignment aims to make things better in the long run.
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##RVT1201b
Thank you for noting the video and summarizing it, Cheri! This was all news to me. I guess we’ll just have to await future developments to really know what the restructuring means. Meanwhile, have a great day and safe travels!
It means more money for the Board of Thor.
My experience with Jayco has been limited as of last year, though it was awesome with my request for frame and electrical plans for my 2013 travel trailer. Got it within a few days from day of request. Hopefully the service I received follows on into other levels within the company and the result speaking volumes on the sales/service floors with Jayco’s oversight to current and future customers. Time will tell and I’m sure folks will speak up for better or for worse!
Robin, the Jayco’s on the dealer floors today aren’t the same Jayco’s when you bought yours in 2013 other than in name only.
So basically they once again are moving another company to the build it the way we want you to. Build faster, cheaper and more profit for the shareholders and upper management. Thor stands behind their warranty when it works for them. Ask me how I know. Ending up selling my class C.
meh…
My guess is this will be another consolidation under Thor to take a brand with a name and customer loyalty, Heartland, and cheapen the product that will take Jayco products and slap on the Heartland name with a little “Heartland” foo-foo added here and there. What has become of Integra since Thor bought Jayco? Gussied up Jayco Class Cs with the Integra name slapped on and a premium price hike over its same Jayco model.
A Heartland can be cheapened?! 🤣
When they first came out, my 100# MIL was walking on the floor and it sagged like a trampoline! Friends of ours bought a new one (precovid) and suffered problem after problem for two years before dumping it. No thanks.
Not that I think Jayco is quality anymore. Had two of those in the 80’s and they were good units back then.
“ This reassignment aims to make things better in the long run.” FOR WHO?
As a consumer, I would be concerned that this change will lead to cheaper materials being used and that new process “efficiencies” will lead to lower quality levels. Will the DRV Mobile Suites line maintain their premium quality reputation? Probably not.
Anything acquainted with the name Thor is a piece of junk. Just look up all the reviews on any manufacturer that has been purchased by Thor. Complete junk.
Heres one, bought a 2024 in July, Entegra Ethos . Youd think youd get a warranty Right! Consumers loss., not entegra,which was bought by Jayco,nor a warrenty from Thor, whom bought Jayco.
We are also seeing similar things happening in Onan generators bought by Cummings.
Larger the company ,well…. less the coverage. BUyer beware .
We were told its because we are the 2nd owner.