Why OEMs Must Own the RV Digital Experience

The RV industry is changing fast, and the most valuable asset in the coming decade won’t be a manufacturing plant or a dealer network, it will be the direct, data-rich RV digital experience that connects OEMs with their end-users and customers. At SEIDOR Opentrends, we see this shift redefining how RV OEMs compete, innovate, and build loyalty with modern RV buyers.

Yet today, for most OEMs, that relationship belongs to someone else. Dealers, RV rental marketplaces, and third-party service providers control the digital touchpoints where tech-savvy buyers spend most of their time. They’re building first-party data assets that traditional manufacturers can’t match.

The Digital Experience: Where the Real Competition Happens

For decades, success in the RV market meant cranking out units and securing showroom space. Now, digital-first disruptors have trained consumers to expect personalized, always-on engagement: from how they shop for vehicles, to how they plan road trips, to how they maintain their connected RVs.

In this environment:

• Dealers own the conversation. They capture the purchase, service, and feedback loop.
• App-based RV startups and IoT-driven innovators own the data, collecting behavioral insights on travel patterns, trip planning, and feature usage.
• Millennial and Gen Z RV owners own the choice, demanding seamless, personalized digital journeys free from outdated processes.

When OEMs don’t control the RV digital experience, they risk becoming commodity suppliers inside someone else’s platform ecosystem.

From Building RVs to Owning the RV Digital Journey

Owning the RV digital experience means going beyond a basic app or in-vehicle Wi-Fi. It’s about shaping the customer journey at every digital touchpoint: from pre-purchase research to connected ownership. That transformation shifts OEMs from building products to creating RV platforms that connect:

• Pre-purchase engagement through vehicle configurators, VR tools, and brand-owned trip planning apps.
• Connected ownership with IoT services, remote diagnostics, and predictive maintenance.
• Long-term loyalty through personalized offers, subscription services, and RV community engagement.

The reward? A goldmine of first-party data that drives product innovation, marketing precision, and service excellence.

Data: The Fuel for the Next RV Era

In the analog RV model, most customer insights vanish after the sale. In the digital RV model, every interaction (whether it’s a service booking, route planning in an app, or an energy optimization setting) becomes a data point that can:

• Shape product design and feature prioritization.
• Trigger predictive maintenance alerts before breakdowns occur.
• Enable timely upsell campaigns, from accessories to premium features.
• Feed AI-driven personalization engines that continuously refine the RV digital experience.

Without this, OEMs rely on lagging indicators and third-party reports. With it, they can respond to customer needs in real time.

Platform Thinking: The Edge OEMs Can’t Ignore

Across industries, from automotive digital transformation to consumer tech, one truth stands out: whoever owns the digital platform owns the customer. In RV, that platform could include:

• A unified data hub integrating vehicles, apps, dealers, and partners.
• AI personalization tools for marketing, sales, and service.
• Dealer network integration tools that strengthen brand consistency.
• Partner ecosystems for rentals, curated content, and smart RV accessories.

This foundation not only delivers better service but also unlocks new revenue streams through subscriptions, premium upgrades, and data-driven partnerships.

Steps OEMs Can Take Today to Win the RV Digital Experience

Here’s how RV OEMs can start reclaiming the digital experience:

1. Audit and map the RV digital touchpoints you control versus those owned by third parties.
2. Unify your data strategy across manufacturing, sales, and after-sales service.
3. Invest in cloud-native, modular, AI-ready platform architecture.
4. Equip your dealer network with integrated tools that extend (not replace) your brand.
5. Pilot high-impact digital initiatives like predictive service scheduling or personalized configuration tools.

The Cost of Standing Still

Every industry disrupted by digital newcomers tells the same story: wait too long, and you lose more than market share, you lose the ability to catch up. The RV industry is at that tipping point. OEMs who act now can use their legacy, engineering excellence, and loyal customer base to create an RV digital experience that new entrants can’t match.