On January 11, 2018, REV Group’s Recreation Division was joined by its first towable RV brand, Lance. Referred to as Lance Camper, Lance manufactures award-winning RVs, from its iconic truck campers to lightweight travel trailers and fully-featured toy haulers. Backed by their reputation for high-quality construction and their strong dealer relationships, the acquisition was a clear choice for REV.
Bob Rogers, Director of Marketing for Lance, gave some insight into how Lance has become an industry leader. “We’re known for our quality. Our RVs are a combination of ultra-lightweight and composite-built construction using state-of-the-art materials and processes.” And, it shows. Currently, Lance leads the industry in retail sales for its truck campers and is #1 in sales in the 14- to 23-foot composite-built travel trailer segment.
Beginning production of its truck campers in 1965, today more than 550 workers manufacture Lance campers out of their 165,000-sq. ft. facility in Lancaster, CA. Following their most successful year yet, Lance has plans to open a second 62,000-sq. ft. lamination facility in the coming months. The new space will allow them to expand production of the walls, ceilings, and floors, while freeing up more production capacity in their current facility by 30%.
Currently, Lance utilizes a number of features to ensure their RVs are long-lasting and reliable, including 3D advanced CAD engineering that allows for precise planning and repeatable build quality. As one of the first to incorporate CNC machines, Lance is able to achieve 99% accuracy when it comes to precision cutting across a variety of materials.
Literally going the extra mile, Lance also imports Lite-Ply from Europe, a lighter and stronger wood material that’s been used by many corporate jet manufacturers. This material goes into each Lance RV to provide the durability and interior beauty that Lance owners have come to expect.
With 19 models in three segments to choose from, Lance covers the needs of travelers looking for non-motorized options. A few of their most popular RVs include:
Their flagship product, the Lance 1172 pickup truck camper is a 12-foot camper equipped with dual slideouts. Lance’s #2 seller in volume, the 1172 has a spacious interior and is the largest of their truck camper offerings.
The smallest of their campers, the 650 is Lance’s first half-ton specific truck camper. However, it boasts all the same amenities you’ll find in the 1172, but provides travelers with a lightweight footprint.
Giving consumers an ultra-lightweight option, the 1475 is the smallest travel trailer Lance manufactures. It’s perfect for consumers looking for a super light option that’s towable by almost any vehicle. The 1475 has recently been designed with a slideout option, as well as a popular Euro-inspired/retro graphics package.
Just because it’s the only toy hauler on the lineup doesn’t mean the 2612 doesn’t feature the same quality and functionality customers expect. Loaded with everything an owner could hope for, the 2612 allows for more than 12-feet of unencumbered cargo space to take along any extreme toys.
When you work for Lance, there’s a good chance you’ve been a lifelong RVer, and if not, it probably won’t take long before you are. Employees, particularly those in research and development, are encouraged to utilize company-provided demo units so that they’re able to understand the RV experience first-hand, as well as address any opportunities and shortcomings they may find along the way.
Ask anyone at Lance and they’ll tell you their passion for towable RVs starts at the very top. For instance, President and CEO, Jack Cole, grew up with truck camping, while Rogers himself was raised on RVs, dirt bikes, quads, and almost anything else outdoor-related.
Lance is particularly proud of the awards the company has won over the years.
For example, the RVDA DSI Quality Circle Award, an annual award given to RV manufacturers to measure dealer overall satisfaction, has been awarded to Lance 16 times over the past 22 years. “The dealers voting on this award are looking into more than just quality, too,” says Rogers. “They’re judging manufacturers by their sales reps, warranty, parts and service, and other factors. In fact, RVDA has raised the bar for manufacturers looking to win this award, and we’re proud to say that we continue to earn it.”
From Statistical Survey’s putting them at #1, to the Readers’ Choice Gold Award by Trailer Life Magazine, Lance has no intention of slowing down the success they’ve found with consumers.
“We have a unique relationship with our dealers. We actually consider them partners, and many of them have been partners with us for a very long time,” says Rogers. In fact, Lance tends to do things differently when it comes to their dealer network; a list of more than 100 that span North America and Canada. “We still hold dealer trips. Even though other manufacturers have stopped doing them over the years, we continue in that vein to help grow these relationships.” In addition to dealer retreats, Lance has held a trip to Baja, Mexico, for their top sales performers for the last 30 years.
Plus, partnering with their dealers, every year they’re able to host retail sales staff at their Lancaster facility where they impart the company message and train employees on how to best address customer questions. Rogers feels that these trips help strengthen their employee base and help everyone remain successful in the long run.
“We’re excited to be working with REV, to be their representative in the towable and truck camper categories, and to be associated with some of the industry’s most iconic RV brands,” says Rogers. REV, already primed with a vast support network across a variety of services, is equipped to help Lance in more ways than one. “REV will help us get where we want to go. Not only will our partnership naturally grow our consumer and dealer base, our customers will benefit from having more Lance dealers in the family that they can choose from.”
Rogers says that the recent Annual REV Summit was a great introduction to REV’s dealer network and that those in attendance were already excited to carry the Lance name.
See the Lance difference for yourself by following and interacting with Lance and its long list of proud owners on any one of their social media platforms listed below:Facebook | Twitter | Instagram | Pinterest | YouTube
You can also find the entire Lance lineup and learn more about the brand by visiting their company website, LanceCamper.com