The RV market outlook for 2026 may be better news for shoppers than for manufacturers. Thinking about buying an RV? The latest numbers from RV makers suggest you may not need to rush.
Two pieces of RV industry news just released point to the same conclusion: RV makers still expect to sell plenty of RVs, but they’re becoming more cautious about how quickly the market will grow over the next year.
One report lowered expectations for RV shipments in 2026. Another came from THOR Industries, one of the largest RV manufacturers in North America, which reduced its profit outlook for the year.
Neither report points to a collapse in RV sales. Instead, both suggest the industry expects a slower road back to stronger growth than many had hoped.
For shoppers, that could be good news.
What the latest numbers are saying
RV market outlook 2026: New forecasts suggest dealers may stay motivated, giving RV buyers more choices and negotiating power. Manufacturers still expect healthy sales activity, but not at the pace projected a few months ago.
At nearly the same time, THOR Industries reported quarterly results that reflected many of the same concerns. The company, whose brands include Airstream, Jayco, Keystone and Dutchmen, said buyers remain cautious and lowered its earnings outlook for the remainder of the fiscal year.
The important detail is what THOR did not do. The company did not slash its sales forecast. RVs are still moving. Buyers are still shopping. Manufacturers simply aren’t expecting demand to accelerate as quickly as they once thought.
Slower growth isn’t the same as decline
That’s an important distinction, that slower growth isn’t the same as decline.
The RV industry is coming off several years of dramatic swings. The pandemic buying boom sent demand soaring. Then came higher interest rates, inflation and higher vehicle prices, which made many shoppers think twice before making a major purchase.
Today, the market appears to be settling into a more normal pattern.
RV makers still expect substantial production and sales activity. Campgrounds remain busy, and millions of Americans continue to travel by RV. What appears to be changing is the expectation that growth will quickly return to boom-era levels.
In other words, RV makers aren’t waving a red flag. They’re simply becoming more realistic about the pace of recovery.
What buyers may notice
For shoppers following the RV market outlook for 2026, that could create opportunities. Most RVers won’t follow shipment forecasts or earnings reports. They’ll notice what happens at dealership lots.
When manufacturers expect slower growth, dealers often become more focused on moving inventory and less willing to wait for buyers to come to them.
That can create opportunities.
A softer market may mean continued discounts, special financing offers or greater willingness to negotiate. Buyers may also find more inventory available instead of competing for a limited number of rigs.
That doesn’t mean every RV suddenly becomes a bargain. Popular floor plans and in-demand models can still command strong prices. But buyers may have more breathing room than they did during the height of the post-pandemic buying frenzy.
Why this matters
“Dealers still have RVs to sell, manufacturers still want orders, and the pressure to buy right now may be lower than it was a few years ago.”
Industry forecasts don’t always affect RVers directly. This one might.
The latest reports suggest manufacturers are preparing for a market that grows slowly rather than rapidly. That typically means dealers remain focused on earning each sale instead of simply waiting for the next customer to walk through the door.
For shoppers, the takeaway is simple. Dealers still have RVs to sell, manufacturers still want orders, and the pressure to buy right now may be lower than it was a few years ago. That’s not a guarantee of a bargain, but it could mean more time to shop, compare and negotiate before signing on the dotted line.
Sources
THOR Industries fiscal 2026 third-quarter results
Woodall’s Campground Management report on revised RV forecast
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RVT1265b
Thank you for the news, Russ and Tina. This is welcomed news, but additional considerations are the primary motivation for DW and I to seriously search for RV #2’s successor. Used RVs are within the search, but strong preferences may make ordering RV #3 the more likely outcome. Have a great day and safe travels!
Motivated, but also circumspect, Russ and Tina. About to order RV #3 through National Indoor RV, Nashville. Completed an on-line form with attached pictures of various aspects so they can evaluate our trade-in. However, they will not give me a firm trade-in allowance until October, when the ordered RV arrives. If we want one earlier (e.g., if wholesale prices are falling), then we have to surrender RV #2 sooner. In 2022, we got a firm trade-in allowance from North Trail RV months before RV #2 arrived there. Have a great week and safe travels!
I have been a subscriber for a long time. Sometimes I don’t have time to read all of the news letters because of life substance. I’m not a full time RVer but I’ve had an RV in my life for more than 30 years and I may have been one of the first part of the group of people that follow this newsletter. I love it and all the information that comes with it. Tina and Russ, thank you for what you do and please keep it up. I’m very pleased with Chuck’s little fully grown daughter that is following in her father’s foot steps. My hat is off and tipped to the group of people that are involved and the things that they must face to get the newsletter out.
This is one old man that enjoys RVlng.