September 2025 RV Market Update
Pre‑Owned Stabilizes, Heartland–Jayco Integration, and What It Means for Dealers & Buyers
Key takeaways
Pre‑owned soft but steady: September’s used market is expected to be soft yet stabilizing, with flat pricing after modest gains—creating opportunities for value‑driven buyers and disciplined dealers. RVBusiness - Breaking RV Industry News
Big OEM move: Jayco executives outlined how Heartland’s integration under Jayco is progressing—potentially streamlining support and product strategy for dealers and owners. RVBusiness - Breaking RV Industry News
Shipments holding near ’24 levels: RVIA’s latest outlook expects wholesale shipments to finish slightly above 2024, despite macro headwinds; July data shows a mixed picture by segment. RVBusiness - Breaking RV Industry News+1
Important dates: Elkhart RV Open House is Sept. 22–25, 2025—mark your calendar for product previews, supplier showcases, and dealer meetings. RVBusiness - Breaking RV Industry NewsElkhart RV Dealer Show
Market Pulse: Pre‑Owned Is Soft—but Stabilizing
The NPA September Pre‑Owned RV Report calls for a soft but stabilizing used market this month. After modest gains over the summer, pre‑owned prices are expected to remain relatively flat heading into fall, with used inventory buoyed by buyers seeking affordability while new RV prices and borrowing costs remain elevated. For dealers, NPA continues to offer 15 monthly live auctions plus a 24/7 eSale platform—useful for clearing trades and refreshing selection. RVBusiness - Breaking RV Industry News
Dealer moves
Lean into condition: High‑grade, clean units move faster and hold gross. Invest in recon where it actually drives resale value. RVBusiness - Breaking RV Industry News
Rotate aging trades: Use remarketing channels (auctions/eSale) to turn “stalled” floor items into fresh, in‑demand SKUs before winter. RVBusiness - Breaking RV Industry News
Consumer tips
Pre‑owned value window: Flat pricing plus broader selection favors shoppers who secure financing early and move decisively on well‑maintained units. RVBusiness - Breaking RV Industry News
Dealer & Owner Impact: Heartland Under Jayco
In a new RVB Capitol Talk episode (Sept. 2), Jayco President & CEO Ken Walters and company leaders discussed the ongoing integration of THOR’s Heartland RV into Jayco’s business unit—including what that means for brand co‑mingling and plant evolution across northern Indiana and southern Michigan (Cruiser/DRV in Howe, Heartland HQ near the Toll Road). Expect operational streamlining and closer alignment across sales and support. RVBusiness - Breaking RV Industry News
This follows THOR’s March announcement realigning Heartland under Jayco to optimize portfolio performance—context that underscores why dealers may see simplified points of contact, parts alignment, and product rationalization across certain towable lines. Thor Industries
What to watch
Allocation & floorplan mix: Fewer overlaps and clearer ladders between Jayco/Heartland towables may shift order planning and display strategy. RVBusiness - Breaking RV Industry News
Owner experience: Over time, owners could see more unified service networks and parts pathways, improving post‑sale support. (Inference based on official integration goals.) Thor Industries
Shipments & Demand: “Close to ’24,” with Mixed Signals
RVIA’s Summer 2025 RoadSigns projects full‑year shipments in a 320,400–353,500 range (median ~337,000)—roughly in line with last year—while noting lingering drag from tariffs and borrowing costs, even as long‑term demographics remain favorable. RVBusiness - Breaking RV Industry News
July numbers show nuance: 22,633 units, –6.1% YoY, with towables down 8.7% and motorhomes up 15.3%; YTD shipments remain +5.2% at 213,338. For dealers, the read‑through is to stay data‑driven on mix, not just volume. RVBusiness - Breaking RV Industry News
Implications
Dealers: Tighten turn targets, right‑size towable exposure, and use trade‑ins plus certified‑style used inventory to protect margins. RVBusiness - Breaking RV Industry News
Consumers: If you’re price‑sensitive, late‑season used can be compelling; if you want the newest features, Open House‑adjacent incentives may help on new inventory. RVBusiness - Breaking RV Industry News
Quick Action Plans
For Dealers
Inventory math:
Prioritize high‑condition, high‑turn used units; use auctions/eSale to replace slow movers before winter. RVBusiness - Breaking RV Industry News
F&I resiliency:
Offset rate pressure by packaging warranty, tire/wheel, and GAP appropriately—ensure transparency and menu‑driven presentations for better acceptance. (Best practice; aligns with consumer affordability dynamics in current cycle.) RVBusiness - Breaking RV Industry News
Model‑year transitions:
Plan Open House orders with the Heartland–Jayco roadmap in mind to avoid overlap and maximize display clarity. RVBusiness - Breaking RV Industry News
Marketing ops:
Spotlight condition reports, pre‑delivery inspection, and ownership costs in listings. Used buyers respond to proof of quality. RVBusiness - Breaking RV Industry News
How Canopy helps dealers: Rate‑savvy structures, menu design, and lender placement tuned for marine/RV/powersports cycles—reach out for a fast F&I tune‑up ahead of Open House.
For Consumers
Get pre‑approved first: Strengthen your negotiating position and keep your payment target realistic.
Shop used smartly: Focus on condition and maintenance history; a clean, well‑documented unit usually costs less to own over time. RVBusiness - Breaking RV Industry News
Time your move: Late‑season used can be a sweet spot; Open House season sometimes nudges new‑unit incentives. RVBusiness - Breaking RV Industry News
Protect the purchase: Evaluate service contracts and GAP for long‑haul ownership, especially if you finance longer terms.
Canopy for consumers: Quick pre‑approvals, competitive lender network, and plain‑English protection options—so you can camp sooner, with fewer surprises.
FAQs
Are RV prices dropping this fall?
Pre‑owned pricing is expected to hold flat after modest gains, with a soft but stabilizing market; affordability keeps many shoppers in the used segment. RVBusiness - Breaking RV Industry News
What does Heartland’s integration under Jayco mean for me?
For dealers: likely streamlined ordering/support and clearer product positioning. For owners: over time, a more unified service/parts experience is the aim. RVBusiness - Breaking RV Industry NewsThor Industries
Will the industry grow in 2025?
RVIA’s outlook calls for 2025 shipments near or slightly above 2024, with a median forecast around 337,000 amid tariff and borrowing‑cost headwinds. RVBusiness - Breaking RV Industry News
What’s happening with shipments right now?
July 2025 came in at 22,633 units (–6.1% YoY); towables down, motorhomes up double digits; YTD +5.2%. RVBusiness - Breaking RV Industry News
