Do you Know Who Actually Owns Airstream?
Megacorporations have long been a part of our cultural landscape, but we don’t always realize the pervasiveness of their reach. For instance, many adventure enthusiasts are still under the impression that Airstream, which makes just a few thousand trailers per year, is a small and craftsmanship-oriented company. However, Airstream has been part of the Thor Industries since 1980. As with many legacy brands that experience growth through acquisition, some longtime fans have noted shifts in product characteristics over the years.
Today, a significant portion of the RV market—over 91%—is comprised of just a few large corporate groups. These companies have helped bring RVing to the mainstream by focusing on accessibility and volume, offering a wide range of models for a variety of budgets. However, in any complex supply chain where suppliers, manufacturers, and dealers are all involved, challenges can arise. Take a look at any of the hundreds of forums filled with angry, disillusioned RVers.
The big RV supply chains work like this: suppliers make the parts, which are sold to the manufacturers who assemble the parts. Then, the finished RVs are sold to dealerships. Dealers sell these to consumers. A lot goes wrong throughout this long supply chain. Efficiency and cost considerations sometimes lead to compromises in component quality or assembly speed, which can impact customer satisfaction. For consumers who finance these RVs, their purchase rarely outlasts their payments and the many subcomponents fail just after the warranty ends.
Following the model of its parent company, Airstream may portray itself as being an authentic and homegrown business, but this is largely a marketing gimmick that leverages a long-ago past. They use the same quality parts and to a great extent, the same methods of construction as inexpensive’ “white box” RVs.
At Bowlus, we’ve taken a different approach. As an independent and family-owned company, we are not driven by shareholder demands or quarterly earnings reports. Instead, our growth is rooted in a passion for travel, a love for thoughtful design, and a deep commitment to our customers. Every decision we make is driven by our desire to deliver exceptional quality, durability, and performance. Our Bowlus have soul in a market of brand identical and soul-less recreational vehicles.
That’s why we design and build Bowlus with materials more commonly found in the marine and aviation industries. Our iconic shell is crafted from 2024 aluminum—which is, for example, the same material used to construct a Boeing jet. Our aluminum is 5-6 times the price of softer, dentable aluminum used in an Airstream. Our interior is real wood, compared to Airstream’s paper or plastic veneer. Our rivets are aircraft-grade. The rivets used in an Airstream are the same you might find in belts or pot handles. Many of our parts (electrical system, electrical monitoring system, power converter, inverter, lighting fixtures, showerhead, sinks, etc.) are marine-grade, meaning they are long lasting and extremely durable. RV-quality parts are not built to endure. We don’t use these materials to boast—we use them because they last. In other words, we don’t cut corners at Bowlus.
This commitment isn’t about rejecting the RV industry. It’s about offering an alternative. For those seeking a luxury off-grid adventure vehicle, built with precision and a deep respect for craftsmanship, Bowlus is proud to provide something truly unique.
We revived the Bowlus legacy in 2011 because we believed in the spirit of modern adventure. Our team of skilled artisans brings this spirit to life in every vehicle we create. It’s a privilege to support fellow travelers in their pursuit of freedom, self-reliance, and meaningful exploration.