March 22, 2019

ELKHART, Ind. - THOR Industries, Inc., the world’s largest recreational vehicle (RV) manufacturer, has shed its corporate look in favor of a fresh, consumer-friendly approach. For the first time in the company’s 30-year history, THOR is rolling out a complete rebrand for 2019.

“We are at a pivotal moment in the RV industry and it felt like the perfect time for THOR to think forward,” said Bob Martin, President and CEO of THOR Industries, Inc. “With our core values still in place, we are excited to explore new ways for consumers to experience the incredible outdoors with our best-in-class products.”

The goals for the brand’s reimagining were simple: maintain THOR’s global leadership position in the RV industry and contemporize the overall RV space. As a champion for exploration and adventure, the company wanted a modern approach to getting people on the open road in one of the most flexible, comfortable and fun ways possible - in an RV.

To accomplish these, THOR is executing a three-point strategy. First, the company is breaking down consideration barriers between consumers and RVs with educational resources, stunning content and practical tools that make researching an RV easier than ever. Next, THOR is working diligently to remind consumers that it owns 24 of the biggest and best brands in RVing as part of its robust digital and communication plans. Finally, the company is inserting itself into the larger outdoor recreation industry by supporting worthy partners and having constant, meaningful engagement with the current and future generations of campers.

“We wanted to reach consumers by rethinking the spirit of THOR and RVing as a whole,” said James Rigney, Head of Marketing at THOR Industries. “This is a complete brand overhaul - top to bottom - and we look forward to giving people a better look into who we are and what we do.”

The rebrand includes an all-new company tagline meant to illustrate that THOR is synonymous with outdoor recreation: “Go Everywhere, Stay Anywhere.”  In just four words, it describes everything about the RV experience and what THOR contributes to it. The redesign also includes a new logo - a visual manifestation of the new tagline - as well as an overhauled color palette that evokes nature.

Consumers will also notice changes in how THOR speaks to its audience. The company will rely more heavily on data, analytics and insights to ensure it is a true resource for avid outdoorsmen and “weekend warriors” alike. THOR differentiates itself from competitors by putting a high value on its ability to provide answers and quality dialogue that will help people learn and try new things, which will also benefit the larger outdoor community.

The evolution of the larger RV industry inspired THOR to refresh its customer approach and adapt to shifting consumer needs whilst leveraging new technologies and encouraging positive disruption in the space. 

With these changes, THOR hopes to debunk preconceived notions of RVing and help grow the community of “four-season enthusiasts.” By fostering human connection and discovery through new innovations and data-driven solutions, the company will help to usher in a new era of RV industry growth and make way for future generations of campers.

To see THOR’s new look, please visit



Thor Industries (NYSE: THO) was founded in 1980 by Wade Thompson and Peter Orthwein with the purchase of Airstream. Thor Industries went public in 1984, and since that time Thor has grown both organically and through strategic acquisitions. Today, Elkhart, IN-based Thor is the sole owner of operating subsidiaries that, combined, represent the world’s largest manufacturer of RVs. For more information, please visit:


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