Erwin Hymer shifts focus away from traditional motorhome shows

The motorhome and caravan manufacturing giant, the Erwin Hymer Group (EHG), has confirmed it is increasingly focussing on new digital and live formats in place of appearances at traditional leisure vehicle shows, events and fairs.

It said it will attend this October’s motorhome show at the NEC in Birmingham but did not confirm its attendance in subsequent years.

It also confirmed that for Europe’s two key shows – the Caravan Salon in Düsseldorf, which is Europe’s largest show, and the CMT show in Stuttgart – the EHG will now only attend every other year.

“Our aim of participating in the key shows every two years means we will maintain our contact with those customers for whom a visit to a trade fair is an indispensable factor in their purchasing decision,” said Martin Brandt, CEO of EHG.

“We will be showcasing our new products at the key shows again next year.” 

The German-based manufacturing group said it is now reviewing its attendance at all shows across Europe. “Future participation by the Erwin Hymer Group in trade fairs abroad will be considered on individual merits,” it said.

“This evaluation will then form the basis for deciding whether or not to participate. For example, the company will participate in the Salone del Camper in Parma in September 2021 and in the Caravan, Camping and Motorhome Fair in Birmingham in October 2021.”

Despite the move, the group said physical shows will still play a major role in EHG’s sales and marketing strategy and that this shift away from traditional shows is the result of its success with virtual events and marketing.

“Over the past 12 months, we have experienced very positive outcomes from strategically orienting our sales and marketing initiatives towards digital formats. Our focus in this process is very much on the inclusion of our dealerships and retail partners,” explained Martin.

“We have successfully used digital channels to attract thousands of new customers and, together with our local retail partners, engaged their enthusiasm for our new products and offerings.”

EHG said its increased use of digital marketing gives its brands, which include Hymer, Elddis, Bürstner, Compass, Dethleffs, Laika, Etrusco, Sunlight and Niesmann + Bischoff, greater flexibility in how and when they position their latest developments and new model launches, and allows them to enter into a “more focused and direct dialogue” with their prospective customers.