Is the old saw “If it ain’t broke, don’t fix it” true in the RV industry? If it is, then RV dealer Lazydays must think that the company is “broke.” With fanfare, today the company announced “a comprehensive nationwide rebranding campaign, including new logos, colors and fonts.” And in an effort to appeal to the new wave of potential customers, “the upcoming introduction of a re-imagined digital retail shopping experience.” Will it make much difference to the ordinary buyer?
Lazydays—stuffed with superlatives
In a media release stuffed with superlatives, Lazydays touted its new company logo and a full lineup of other changes. Store fronts will get new signage and employees will get “less is best” uniforms. Don’t expect to be seeing your salesman flashing a lot of skin, rather, the company has picked a few color themes to dress up staff. Star Trek fans, who recognize the difference between engineering and command crew by uniform color, may notice something similar here.
While the company will continue with its corporate title, Lazydays, it evidently doesn’t want to be identified with inactivity and perhaps sloth. No, rather with “elements [that] embody the spirit of adventure and the freedom of the open road that Lazydays has come to symbolize since its founding over 50 years ago,” to quote the media release. To that end, if you follow the stock market, don’t look for the stock identifier LAZY anymore. Now the company will be shown as GORV. After all, who wants to invest in a lazy stock?
Price transparency?
While most of this will have little effect on experienced RVers, you might look forward to another promise made by the company genius. While this portion of the release begins with the usual hype, “Lazydays is excited to announce the upcoming launch of the first phase of its fully reconstructed website,” we’ll cut to the chase of most interest.
Lazydays says it will introduce what it calls “Transparency Mode.” When online, RV shoppers should be able to see “a fully itemized and detailed breakdown of inventory pricing, inclusive of all discounts, incentives, plus accurate taxes, and documentation fees.” If true, and if it also includes all other “fees” and add-ons, it could actually be a useful feature of this rebranding. A look at the Lazydays’ website today doesn’t reveal much in the way of transparency. Many rigs shown on the site include the coy statement “Request Price” in the “sales price” box.
Just how transparent—and how customer-useful—Lazydays’ rebrand will become remains to be seen.
##RVT1140b
A old saying : i”ll believe it when i see it.
Another old saying- “Trust me I’ll call you in the morning” translated to “I got what I wanted; so don’t call me I’ll call you-NEVER.
Rebranding is done for many reasons, the primary one is to distance oneself from a previous reputation, either perceived or real.
They rebranded because they drive the dealership like a used car lot. They don’t care about customers, they have extremely high pack, and they are no different from any other dealership. Not to mention Jake Barron fired the whole internet division right before the Holiday on a zoom call when he was hiding upstairs when he could have done it in person.
I can hear it now. “Yes, that’s what the website shows, BUT!”
When we bought our TT from an independent family owned dealer, everything was listed before we sat down to sign papers. Even the trade in value of our old TT was listed.
When we told them we were not financing, nothing changed.I basically knew what our trade in was worth and they came within a few hundred dollars.
These big dealers with their $$$$$ in inventory will do anything they can to take advantage of a customer. Then provide poor service.
Per your article, “Is the old saw “If it ain’t broke, don’t fix it” true in the RV industry?” What is a “saw”? Are you guys letting AI write your articles for you? LOL! As for the re-branding, “Camping World” by any other name would probably still be the most frowned upon RV dealer I hear about.
The term “the old saw” is a well known and classic expression used to refer to a proverb or maximum. This term uses “saw” in the sense of “saying,” and “old” in the sense of “wise” rather than old-fashioned. The phrase has been around since 1400’s England [per Dictionary.com]. So, definitely not AI (I believe RV Travel has indicated they will always indicate when AI has been used), and simply an appropriate use of the classic term by the author.
King’s English.
Thank you, Russ and Tina! Well, the new logo IS only two colors (really one on a white background), so that saves some money IF they still print informational matetial. The shirt colors could be helpful to some in some circumstances. Generally this meams little or nothing. When I worked, a company I followed (Cross Timbets) changed their name to their ticket symbol (XTO). The point was to accentuate their change from an oil and gas producer to ONLY a gas producer. So, it was a a change in style to indicate a change in substance. That’s not what Lazy Days did. 🙂 Still, interesting. 🙂
Speaking of Old sayings:
“Quality, Service or Price, pick 2”
Thanks for taking the time to write about our announcement, Russ and Tina! I loved the StarTrek reference.
I’d be excited to share some more details with you guys on Transparency Mode ahead of its impending first phase launch (launches very soon). We think it will be a helpful resource, and I’d love your feedback. My email address was in my account creation – feel free to reach out!
Jake Barron
Lazydays
Thanks, Jake! I’ve emailed your comment to Russ and Tina, as well as Chuck and Emily, in case they aren’t watching incoming comments as closely as I do. Good luck with your “upgrades.”🤞 Have a good night. 😀 –Diane at RVtravel.com
Thanks, Diane! That’s very kind. Look forward to connecting with the team.
👍 You’re welcome, Jake. Have a great day. 😀 –Diane
Lazydays gets pounded a lot for customer service after the sale or their service department. However I can say (after buying two RVs from them -one modest gasser used, and our current 44ft DP -new), we have had both outstanding attentive customer service after the sales and from their Service Department (Tampa location). This is in stark contrast to our intercourse with Camping World and General RV with our other RVs.
Glad to hear you’ve had a great experience, and thanks for your continued loyalty! We are hard at work to ensure that’s the case for everyone.
Jake
Lazydays
I applaud transparent pricing! Just remember that ‘red shirt’ employees are the first to die in the original Star Trek. 🙂
Beyond that, paint is just a thin veneer and unless the underlying structures change along with the color on the sign, it all just fades in the sun. Really hoping that isn’t the case here.
Funny!
Jim, thanks for the comment. We agree, and are committed to that improvement. Our goal is to make the customer experience consistently exceptional across all of our teams and locations.
Jake
Lazydays
You’re full of it. JN has completely destroyed a company who valued its employees and customers. The rebranding was a ridiculous idea as it’s a sunk cost. Lazydays cut their BEST salesman, reduced management pay, axed the Seffner Campground, Axed the over night stays, axed delivery advisors, axed walk through instructors…how does this benefit your customers. Lazydays went from the American dream to corporate greed. Just take a look at the stock and it will tell you how investors feel about Lazydays! The Nepotism in the company is the WORST I’ve ever seen!! Yet, your policy called against its and you still let it happen. I’m betting this company is SOLD or BK by end of year.
I don’t see anything for anybody with these “changes.”