THOR Industries, the world’s largest RV manufacturer, has announced a major restructuring of its North American operations. The company is consolidating most of its U.S. RV brands into two operating groups, moving away from the decentralized structure it has used for decades.
Company leadership cited dealer consolidation, increased operational complexity, and the need for stronger enterprise coordination as primary reasons for the change.
Two New Operating Groups Formed
Effective immediately, THOR will divide most of its North American original equipment manufacturers into two groups.
Group One will be led by Ken Walters, President of Jayco. This group includes:
- Jayco
- Entegra
- Open Range
- Heartland
- Tiffin Motorhomes
Walters will remain President of Jayco while also serving as CEO of the new group. Tiffin Motorhomes joins this structure following the recent resignation of Leigh Tiffin as president. Walters is overseeing the search for Tiffin’s next leader.
Group Two will be led by Jeff Kime, President of Thor Motor Coach. This group includes:
- Thor Motor Coach
- Keystone
- Dutchmen
- Crossroads
Kime will continue leading Thor Motor Coach while also serving as CEO of the group.
Troy James, currently Senior Vice President of International Business Operations, will become Chief Operating Officer of this group during a transition period. Within the group, Jeff Runels remains President of Keystone. Ryan Ellson, currently Vice President of Sales at Thor Motor Coach, will assume the role of President of Thor Motor Coach after a transition period.
Airstream and KZ Remain Independent
Airstream and KZ are not included in the restructuring. Both brands will continue operating independently.
THOR stated that collaboration across all brands will continue to expand, even as those two companies maintain standalone structures.
Why THOR Is Changing Its Model
THOR confirmed that its North American brands have operated independently for decades. Each company managed its own production, purchasing, and dealer relationships.
The dealer market has shifted. Fewer companies now control a larger share of RV retail locations across the United States. That consolidation has changed how manufacturers negotiate, distribute inventory, and support dealers.
At the same time, large-scale coordination has become more common inside major manufacturers. Shared purchasing agreements, centralized data systems, and portfolio planning across brands now play a larger role in cost control and forecasting.
THOR stated that organizing its brands into two groups is intended to improve coordination across those areas while keeping individual brand names and product lines in place.
Expected Operational Benefits
THOR outlined several objectives tied to the reorganization:
- Stronger coordination in supplier sourcing and cost discipline
- Improved operational standardization and process alignment
- Clearer brand and product portfolio positioning
- Greater integration of data systems and dealer platforms
The company expects these changes to improve efficiency, support product investment, and strengthen dealer support across North America.
Long-Term Strategy
THOR stated that the restructuring supports its broader strategic focus on the North American RV market, the European RV market, and the RV supply industry.
The move represents one of the most significant structural shifts for THOR’s U.S. operations in recent years, signaling a more unified approach as the RV market continues to evolve.
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