Thor Industries reveals new branding

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ELKHART — Thor Industries shed its corporate look this week 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.

“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,” he added.

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, Martin explained.

“As a champion for exploration and adventure, we 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,” he added.

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, the release explained.

Next, Thor is working to remind consumers that it owns 24 of the biggest and best brands in RVing as part of its robust digital and communication plans, it added.

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, the company noted.

“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,” said Rigney. “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, the release explained.

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, Rigney explained.

“With these changes, Thor hopes to debunk preconceived notions of RVing and help grow the community of ‘four-season enthusiasts,’ he added.

“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,” he said.

Thor’s new branding image is on display at

SOURCE: Thor Industries press release

Greg Gerber

Greg Gerber

A journalist who has covered the recreation vehicle industry since January 2000, Greg Gerber founded RV Daily Report on April Fool's Day in 2009. He also serves as the editor of the publication and website. As an Eagle Scout, he has enjoyed camping for decades and has visited every state except Hawaii. A DODO -- Dad of Daughters Only -- to three young women, he has two grandchildren as well. He currently splits his time between Wisconsin, Texas and Arizona. Greg can be reached at

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  • John K says:

    It might be more appropriate if Thor were to concentrate on rectifying their image of producing total junk, and the fact that most of their brands customer service after the sale is non existent. Just a thought.

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