For years, Lance Camper had a cache of dependable, quality-built units in the RV world. Founded in 1965, Lance earned a well-deserved reputation for high-end truck campers and travel trailers. But some would say that “went south” when the company left independent status to become part of a “big RV company.” Maybe there’s hope for a revival. REV Group acquired Lance in 2018, but William “Bill” Rex now owns the company independently, along with his son, Paul Rex, and Matthew Koverman.
“The goal is to bring Lance back to its former glory,” Rex told RVBusiness.
Lance is now independently owned by someone with a good track record
For Rex, this move is personal. He started in the RV industry at 19 with Dolphin Camper Company, which once nearly merged with Lance. “I feel like we grew up together and I’ve come back to where I started,” he said, reflecting on his longtime connection to Jack Cole, who later bought Lance.
Even his wife questioned the purchase. “My wife even said, ‘Why are you buying Lance?!’ And I said, ‘What else am I going to do? It’s the only thing I know how to do,’” he explained.
Rex has a long history of solving problems and improving operations. In the 1980s, he turned around Establishment Industries, quintupling sales in two years. He then co-founded Rexhall Industries, innovating with solutions like reusing fiberglass cutouts for baggage doors. “I’m so lazy I’m always looking for an easier way to do stuff, which helps in manufacturing,” he said, noting that efficiency and simplicity benefit both production and the end user.
Even semi-retired, Rex stayed inventive. He developed a Sprinter van prototype with a full-body slide room, demonstrating a continued focus on meeting customer needs and convenience.
New Lance priorities include satisfied RVers
At Lance, Rex is prioritizing the end-user experience. “We’re getting our service and parts departments locked down … something they didn’t pay enough attention to,” he said. The team keeps dealers and customers top of mind as they evaluate existing models, improve offerings like lithium batteries and solar panels, and build campers for real-world use.
Rex also admires Lance’s build quality. “They’re bullet-proof … the amount of aluminum we put underneath our campers and making sure everything is put together right, to me, was shocking.” He cautions, however, that cutting corners could reduce quality. “If you start cutting fat, you’re liable to get muscle, so be very careful.”
By engaging with dealers, walking the factory floor, and reconnecting with the “Lance family,” Rex and his partners are committed to ensuring that every camper meets high standards. The mission is clear: Return Lance Camper to its respected place in the RV industry while keeping the end-user customer at the heart of every decision.
For RVers who associate “the good old days” of Lance with quality, maybe a resurrection is possible. Time will tell.
Read the original story in RVBusiness.com.
MORE ON LANCE CAMPERS
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- 2024 Lance Squire SQ19 – Spoiler: It’s still a Lance
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- For more on Lance Camper, click here.
RVT1223b
Thank you, Russ and Tina, for the news! Have a great week and safe travels!
This is great news to hear !
⭐️⭐️⭐️⭐️⭐️
I’ve been a Lance Camper fan since childhood, but when I finally bought one for myself, the experience has been nothing but disappointing. Within 18 months, the bathroom door was falling off, leaks developed, the hot water heater broke, and two of the four jacks failed. I understand that problems can happen, but Lance did not stand by their product when it mattered.
They refused to cover any repair costs, and even getting in touch with them was a struggle. Each time I called, it felt like I was starting from scratch as if they had never heard from me before. I genuinely wanted to give them a chance to make things right, but they didn’t even try.
Sad day for my trust in Lance.
Was that during REV ownership? REV all but destroyed the American Coach brand as well.
On the contrary, for us anyway. We have owned 2 Lances…one pre REV (2016) and one post REV (2021). BOTH units were and have been fantastic quality. There is so much anecdotal-only evidence regarding issues, including my own.
Sounds like Outdoors RV Company.
Lance is not even close to Outdoors RV.
During my childhood (admittedly, long ago, in the 60-70’s), we owned both Lance and Dolphin campers. I believe both were originally built in SoCal. Great build, great quality, great reputations. I’m rooting for them!
Former Glory? Our early year 2014 1995 and a friends late year 1995 were POS. Cold entering from many seams, bathroom door that won’t close, bathroom cabinet that could only open 45 degrees because it was hinged on the wrong side, couldn’t store anything underneath the kitchen sink because they didn’t put in a shelf, don’t sit in your dinette when it’s retracted because it’s elevated (and it will ruin your slide), electric awning that came off on one side in the wind. I could go on and on and these problems were in both our 2014 and our friends 2015. Most 1995 owners I talks to had the same issues.
All that good aluminum is going to cost
Perhaps the RV Gods will bestow the industry with the same good fortune and free nameplates like Tiffin, Jayco (and Entegra!), Newmar, even Grand Design among others swallowed by mega corps where profit is All that matters.