THOR Industries Realigns Heartland RV Under Jayco in Strategic Restructuring

THOR Industries announced a strategic realignment of its subsidiary Heartland Recreational Vehicles, integrating the company under Jayco, Inc. 

The move is part of a broader restructuring effort aimed at increasing operational efficiency and aligning key brands with proven leadership structures.

According to a press release, Bob Martin, president and chief executive officer of THOR, said the decision follows industry trends and addresses challenges faced by Heartland. 

“This restructuring takes the idea of rationalization for optimization to the next level,” Martin said. He noted that the integration with Jayco responds to recent dealer consolidation and evolving conditions in the U.S. RV market.

Jayco, which oversees brands including Entegra Coach, Highland Ridge RV, and Starcraft, will assume responsibility for Heartland’s product lines. According to THOR, the alignment is expected to strengthen Heartland’s performance by leveraging Jayco’s operational systems and customer service infrastructure.

“Jayco and its brands…are synonymous with excellence,” said Ken Walters, president of Jayco. “As we welcome Heartland into the Jayco family, we will ensure the same excellence in the products that Jayco currently offers to the market.”

Walters added that existing Heartland customers and dealers will experience no disruption in service. The company plans to collaborate with Heartland’s customer service team to maintain consistency in support and standards.

In addition to the Heartland realignment, THOR announced that certain private label brands manufactured by Heartland will be transitioned to Dutchmen Manufacturing. Dutchmen is a division of Keystone RV Company, another THOR subsidiary.

“Our goal is to foster a more seamless operational framework that allows us to operate more efficiently and more effectively in the evolving U.S. market,” said Martin. He emphasized that the restructuring reflects THOR’s long-term growth strategy.

The transition will occur over the next several months. THOR officials said they will prioritize communication with employees, dealers, and customers to ensure a smooth integration.

“Our team members, our customers, and our dealers can expect a return to the same strong products, service, and innovation that once made Heartland a leading company in the industry,” Walters said.