Regular visitors to Thinking know that I have an Aluminum Obsession. I love Airstream trailers. They are cool from a design standpoint and they represent freedom. As noted in the earlier piece, Airstream has begun producing a line of their iconic trailers that have modern hip interiors. This line, however, carries a significant entry-level price tag. Said to be $38,000. This price point isn't low enough to attract young active outdoor enthusiasts who will become the future devotees of Airstream. A fresh concept is needed.
A regular reader of Thinking brought the new Airstream Base Camp to my attention. A concept vehicle that is being shown at various industry trade events around the country.
Clearly Airstream is confronting their marketing challenge head-on. They realize that their existing products are popular among a certain psychographic that has the interest, time and resources to enjoy luxury travel trailer touring. They also realize that the world is changing and that they can innovate, hibernate or exterminate. Or change, wither or die.
They can choose to innovate and actively respond to the changing demographics and psychographics of today's markets. This new hybrid trailer/tent camping appears to be aimed squarely at the emerging generations of outdoor lifestyle enthusiasts who spend weekends mountain biking, surfing, hiking or attending events like the X-games or Burning Man. This multipurpose concept includes the flexibility to be configured for camping or support for motorcycles, four-wheelers, snowmobiles or marketing events like flea markets or art fairs.
Most important is the ability to be towed by cars or small SUVs. Even the smallest conventional Airstream trailers require significant towing vehicles. A critical consideration when appealing to younger vehicle poor buyers.