With 2024 officially in the rearview mirror, it’s time to look back on the past year with our Q4 2024 RV Market Brand Consideration Report. As with all of our market reports, the RV Market Brand Consideration Report offers insights to industry members, stakeholders, and enthusiasts about the competitive landscape of the Australian RV market and the state of consumer interest in Australia.
Read on for our results and analysis, and contact us today to find out where your brand ranks amongst your competitors.
A Note on Methodology
As with our other Brand Consideration Reports, this report utilised several keyword research tools to assess search volume across Australia for Q4 2024. Our research this quarter comprised 129 brands, 10,000+ search terms, 970,000 searches in December alone, and more than 3m searches across the quarter. This data was broken into four key categories: all brands, Australian-made, imported, and discontinued.
Retain Media provides this data “as is” for informational purposes only and accepts no liability for decisions made based on this reporting. Users are encouraged to use this data as one of multiple data points in their market analysis.
Top 20 Most-Searched: All Brands
Despite fluctuations, Jayco continues to dominate the all brands category, holding 26.2% of the market in Q4. This represents a 1.1% relative increase quarter-to-quarter after a slight dip in Q3, although it is still a 9.9% relative decrease from the 29.1% market share it held in Q1 2024.
Market Direct Campers (MDC) remains in second place, with a notable 10% relative increase to 4.4% market share. Meanwhile, Tango Caravans skyrocketed from 0.2% to 4.0%, an extraordinary 1,900% relative increase, albeit one that was driven by news of Tango’s liquidation in August of last year.
Elsewhere in the top five, Ezytrail experienced a slight decline, dropping from 3.2% in Q3 to 3.0% in Q4, while New Age Caravans saw modest growth, rising to 2.7% market share. Snowy River Caravans also impressed with a 23.8% relative increase, climbing to 2.6% from a 2.1% market share in Q3 2024, while Crusader Caravans also increased its share, from 1.8% to 2.0%, marking an 11.1% relative increase.
The Rest of the Top 20
The mid-tier of the all-brands category saw some notable changes this quarter. Zone RV experienced a slight decline, dropping from 2.0% to 1.9%, a 5% relative decrease. Despite this, the brand has maintained a strong foothold within the top 20 over the past year.
Lotus Caravans showed modest growth, rising from 1.7% in Q3 to 1.8% in Q4—a 5.9% relative increase—demonstrating a recovery after recent losses. Meanwhile, Opus Camper held steady at 1.8%, signalling consistent consumer interest.
JB Caravans remained unchanged at 1.5%, reflecting stability amidst a competitive market. Black Series saw a slight increase in share, climbing from 1.4% to 1.5%, a 7.1% relative increase quarter-to-quarter, although its search share is still down on a 12-month timeline.
Both Lifestyle Campers and Stoney Creek Campers held steady quarter-to-quarter, with 1.5% and 1.3% respectively. Titanium Caravans and Patriot Campers also retained their positions at 1.3%, showing minimal movement in this segment of the rankings quarter-to-quarter, although both brands’ search share has diminished slightly over the past year.
The overall mid-tier remains competitive, with only minor fluctuations for most brands.
Beyond the Top 20: All Brands
Fantasy Caravan: Climbed from 0.5% to 0.7%—a 40% relative increase.
Sunland Caravans: Grew from 0.3% to 0.6%, a 100% relative decrease.
BruderX: Declined from 0.9% to 0.6%, a 33% relative decrease.
Top 20 Most-Searched: Australian-Made
Jayco continues to lead in the Australian-made category with 35.4% market share, a 1.4% relative increase from Q3. As was the case in the all brands category, Tango Caravans surged into second place, with a 1700% relative increase in search share, rising from 0.3% in Q3 to 5.4% in Q4 2024. However, as we mentioned above, this surge represents a general interest in their demise, rather than an interest in their product. Meanwhile, New Age Caravans saw a 5.7% relative increase, holding steady in third place with 3.7%.
In fourth place, Avan saw a slight decline, dropping from 3.7% to 3.4%—an 8.1% relative decrease quarter-to-quarter. Winnebago posted a modest recovery, increasing its search share from 2.5% to 2.7%, an 8% relative increase, reinforcing its place among Australia’s trusted names in motorhomes and RVs.
Crusader Caravans mirrored Winnebago’s growth, also rising from 2.5% to 2.7%—another 8% relative increase. Meanwhile, Zone RV experienced a small dip, falling from 2.7% to 2.5%, marking a 7.4% relative decrease. Avida followed a similar trend, with its share decreasing from 2.5% to 2.3%, an 8% relative decrease.
JB Caravans held steady at 2.0%, while Lotus Caravans increased its share from 2.3% to 2.5%, marking an 8.7% relative increase.
The Rest of the Top 20
The mid-range of the Australian-made category saw a mix of minor gains and losses in Q4 2024. Titanium Caravans held steady at 1.8%, showing no change from Q3, while Patriot Campers also remained stable at 1.7%, maintaining its position amidst increasing competition.
Cub Campers experienced a slight dip, dropping from 1.7% to 1.6%, a 5.9% relative decrease quarter-to-quarter, and 15.7% down from its Q1 search share.
Australian Off Road Campers & Caravans similarly declined, falling from 1.3% to 1.2%, marking a 7.7% relative decrease.
Track Trailer followed a similar trend, dropping from 1.3% to 1.2%, another 7.7% relative decrease. That Track Trailer did not see a greater decline in its search share is an encouraging development for the brand, which recently came under new ownership after entering voluntary administration in June of last year.
On the other hand, Windsor RVs recovered slightly, increasing from 1.1% to 1.2%, an 8.3% relative increase. Supreme Caravans remained consistent at 1.1%, showing no quarter-to-quarter change.
Further down the rankings, Nova Caravans increased its search share from 0.9% to 1.0%, an 11.1% relative increase, while Essential Caravans held steady at 1.0%. Goldstream RVs remained unchanged at 0.9%, rounding out the top 20.
The overall movement in this segment was largely characterised by stability, with only minor fluctuations impacting most brands.
Beyond the Top 20: Australian-Made
Sunland Caravans: Grew from 0.5% to 0.8%, a 60% relative increase.
BruderX: Decreased from 1.3% to 0.8%, a 38.4% relative decrease. However, a similar shift occurred between Q1 and Q2 for BruderX, signalling a seasonality to their search interest.
Red Centre Caravans: Declined from 0.6% to 0.4%, a 33% relative decrease.
Top 20 Most-Searched: Imported
Market Direct Campers (MDC) strengthened its lead in Q4 2024, capturing 16.9% of the market share, a 7.6% relative increase from Q3. The brand’s steady growth underscores its strong consumer appeal and effective presence in the imported segment.
In second place, Ezytrail held its ground with an 11.7% share despite a 7.1% relative decrease quarter-to-quarter. This dip reflects a slight softening in consumer interest but maintains their position as a dominant player.
Austrack Campers retained its third-place ranking, increasing its share slightly from 10.0% to 10.2%, a 2% relative increase. This modest rise indicates continued confidence in their product range and marketing strategy.
Snowy River Caravans posted one of the strongest gains within the top 10, rising from 8.0% to 9.9%—a 23.7% relative increase—showcasing growing consumer interest in their offerings. Opus Camper dipped from 7.0% to 6.9%, a minor variation quarter-to-quarter but one which sees them down 17.8% from their position in Q1 2024.
Black Series managed a small but encouraging increase, climbing from 5.6% to 5.7%, representing a 1.7% relative increase, although this is still well below the 7.4% market share they held in Q1 2024.
Lifestyle Campers took a solid hit, slipping from 6.0% to 5.6% for a 6.6% relative decrease. Stoney Creek Campers saw a 4% relative increase, growing from 5.0% to 5.2%, cementing its place as a trusted choice for off-road enthusiasts, and is now up 15.5% over the past year. Mars Campers experienced one of the more significant drops in the top 10, falling from 5.2% to 4.4%, marking a 15.3% relative decrease.
The Rest of the Top 20
The mid-range of the imported category presented some notable shifts in Q4 2024. Fantasy Caravans emerged as one of the strongest performers, rising from 1.8% in Q3 to 2.8%, representing a 55.6% relative increase—a standout improvement in this segment.
Kedron Caravans saw a slight dip, dropping from 3.0% to 2.7%, marking a 10% relative decrease. Lumberjack Camper also struggled this quarter, declining from 2.4% to 1.8%, a 23.4% relative decrease—one of the largest drops in the top 10.
Meanwhile, Adria remained stable at 2.4%, showing no movement quarter-to-quarter, and Regent Caravans experienced a decline from 2.0% to 1.8%, a 10% relative decrease. Similarly, Conqueror Campers fell slightly, moving from 1.7% to 1.5%, representing a 11.7% relative decrease.
Further down the list, Arctic Campers showed modest growth, rising from 1.1% to 1.2% for a 9% relative increase, reflecting a continued rise in consumer interest. Signature Campers remained unchanged at 1.2%, while Starvision experienced a decent drop, falling from 1.4% to 1.2%, a 14.2% relative decrease. Blue Tongue Campers also faced a decline, slipping from 1.2% to 1.0%, a 16.6% relative decrease.
The mid-tier brands in the imported category saw mixed performances this quarter, with a few standout gains balanced by notable declines.
Beyond the Top 20: Imported
Due to the relatively small size of the imported category, there was very little change of note outside the top 20. The one exception was Prime Campers, whose search share declined from 0.9% to 0.7%, a 22% relative decrease.
Top 20 Most-Searched: Discontinued
The discontinued category saw a dramatic shake-up in Q4 2024 as Tango Caravans captured an overwhelming 73.5% of the search share, skyrocketing from just 6.8% in Q3. Such a surge comes as no surprise, given what we have mentioned already, and we can expect to see Tango retaining the top spot next quarter and beyond, unless a bigger name enters liquidation.
Black Series dropped to 13.6% from 21.1% in Q3, marking a 35.5% relative decrease. Despite this decline, Black Series maintained its position in second place, retaining a sizeable portion of the category’s interest. Highline Caravans followed in third place with 2.3% of the search share, down from 54.2% in Q3—a 95.7% relative decrease as the post-liquidation news cycle subsided.
Billabong Caravans saw its search share nearly halve, dropping from 4.3% to 2.3%—a 46.5% relative decrease—while Opal Caravans fell from 2.3% to 1.3%, a 43.4% relative decrease. Further down the rankings, Sunbuster Campers slipped to 0.7% after holding 0.9% in Q3—a 22.2% relative decrease.
Bushranger Campers dipped from 1.0% to 0.6% of the search share, a 40% decrease, while Riptide Campers fell from 0.8% to 0.5%, reflecting a 37.5% relative decrease.
The Rest of the Top 20
West Coast Campers and Vanguard Camper Trailer both fell to 0.2%, representing 60% and 33.3% relative decreases respectively. Viking Caravans and Campers also dropped from 0.4% to 0.2%, reflecting a 50% relative decrease. Similarly, Aussie Adventure Caravans declined from 0.3% to 0.2%, marking a 33.3% relative decrease.
Further down the list, Australian Lifestyle Caravans, Discovery RV, and Roma RV all fell to 0.1% in Q4, with relative decreases ranging from 50% to 66.7%. Infinity Motorhomes, which saw a slight resurgence last quarter, also dropped sharply from 0.4% to 0.1%, an 75% relative decrease, signalling fading interest.
The discontinued category continues to be influenced by news cycles, with consumer interest surging for some brands following high-profile events before fading over time.
Despite Tango Caravans’ dominance this quarter, the broader trend points to an overall decline in search volume for legacy brands as newer models and options capture the market’s attention.
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As we continue to monitor these trends, our goal remains to provide the most relevant and actionable insights, so fans, brands, and stakeholders alike can make the most of the challenges and opportunities ahead.
For more in-depth analysis of the Australian automotive industry, including our Q4 Motorcycle Market Brand Consideration Report, TIC T-Mark Q4 Sales Summary, TMA Q4 Sales Summary, and FCAI 2024 Sales Summary be sure to explore our other market reports and Insights today.
Download the full Q4 2024 RV Market Brand Consideration Report below to delve deeper into the data and gain a clearer picture of where your brand stands among Australian searches.
