Two years ago, the iconic US Airstream brand returned to the UK, after a long absence. It is a move that has been welcomed by UK RV’ers as well as providing a major business opportunity for one of the UK’s largest dealers.
Paul Topliss, brand manager for Airstream at Lowdham Leisureworld (aka Lowdhams) explains. “We had long admired the Airstream brand and had been interested in it for many years. When the Swift Group reintroduced the brand to the UK, we became involved selling the vans. We saw it as an opportunity to develop relationships with Airstream because we knew there was some potential for the creation of one sole dealership. That is the way the Airstream business has been developed elsewhere in Europe. We wanted to be in a position to become that sole dealer and supplier when the opportunity arose.”
As summer 2019 dawned, that is exactly what happened. The Swift Group made a business decision to concentrate on their own core brands. Lowdhams, Swift’s biggest dealer, was quick to take the opportunity and became Airstream’s sole direct UK importer and dealer.
Justin Humphreys, CO of Airstream commented, “The heavy lifting of getting the brand back into this critical market has been done, and we are very excited to be partnering with Lowdhams as we look to the future. Their knowledge and experience of importing caravans into the UK, combined with their professionalism in selling and servicing products to customers directly, will serve Airstream and owners well for many years to come.”
A family business launched in 1966, Lowdhams is based in Nottinghamshire. Over the years it has grown to be one of the best caravan dealers in the UK, involving brands such as Chausson, Dethleffs, Knaus, Carago, Auto-Sleepers and Hymers. Airstream is a perfect fit for the business.
Steve Sharpe, managing director of Lowdhams commented, “Becoming the sole Airstream dealer in the UK is very exciting for us. Buying new models and parts direct from the US factory will allow us to provide excellent service to existing and new Airstream customers in the UK, initially from our Nottingham branch.”
There can be no doubt as to the popularity of Airstreams within the UK and in Continental Europe. Their iconic styling and sheer quality has meant that they retain their value. Paul Topliss, Lowdham’s Airstream brand manager, continues: “Airstreams are completely unique in the way they are built. They are high quality and do not lose their value. If you buy one, you are linked to other Airstream owners. Airstreams are designed for a lifetime if you treat them with respect and keep them well maintained. Around the world, 65% of Airstreams ever made are still in existence. Some are still touring, others are used as offices, static homes or holiday lets.”
He continues, “When you consider the life of an Airstream it is very cost effective. Buying one Airstream can last a lifetime and still maintain value. People want a high end product, which is good quality. We had one customer who picked up an Airstream from us in March and has traveled all spring and summer through France and Spain sending us postcards as they went.”
A look at the Lowdham Leisureworld (aka Lowdhams) setup [Photo/Host Unusual]
“Since we became sole supplier we have had a very busy summer. We have been inundated with enquiries and promotional opportunities. The demand is phenomenal in the UK and on the Continent. It is a lifestyle brand. People find it attractive living with an Airstream. You just need one person to say on the website they are going to Le Monde, and five or six other owners will arrange to join them.”
On a wider basis, Lowdhams have already linked up with a leading luxury auto brand to undertake promotional work. A promotional video is due to be released around Christmas showing an Airstream hooked up to one of the luxury vehicles ready to set off on adventures.
Selling the vehicles to potential customers is proving quite straightforward as Paul indicates. “When they come to us, we find people have already researched the brand, they know what they want and have been talking to other Airstream owners.”
Airstreams aimed at the UK and Continental European market are very similar to those being sold in the States. Some changes have had to be made due to differences in regulations and requirements.
“European vehicles require a different chassis, axles, tow base and braking systems. Electrical braking systems are common in the States, but in Europe we have mechanical over run braking. There is also a difference in weight balance as the nose weight is required to be totally different,” Paul explained.
“In Europe there is a nose weight of just 75 to 95 kilos compared to the US where it is more like 350 kilos. This is due to the different types of tow vehicles. There are far fewer pickup’s used over here. As a result, Airstream designer Antony Slocock adapted the Airstream design to put the axles in the centre so as to keep the weight off the nose area.”
All the Airstreams sold by Lowdhams are shipped directly from the States. Tow bases, axles, electrical fitments etc required for the UK and Continental European market are sent out to America, where they are fitted to vans on the central assembly line. This ensures a consistent quality, as well as being cost effective. Once the Airstreams arrive in the UK, all that Lowdhams have to do is prepare the vehicles for sale, cleaning them and adding the furnishing fabrics required to match the appropriate regulations. Finally, Lowdhams undertake a final check of each vehicle to make sure it is completely European compliant.
Lowdhams are already looking at long-term future developments. “We are planning one new Airstream model for release in February 2020, and one or two more in the future. We are ultimately looking to have a range of up to 5 or 6 versions available. There would also be a layout option on some vehicles where buyers could choose X or Y option,” said Paul.
Only two van options are approved for commercial use in Europe. These are sold as empty shells, which are then fitted out to suit the businesses requirements. Some use the vans for promotional purposes, as mobile offices or even as mobile businesses.
On an annual basis, Lowdhams host a UK Airstream rally at its Nottingham site. These rallies have become very popular. “We take part in the rallies. We don’t do any selling, but are just there to enjoy the vehicles and talk to users. The owners appreciate the fact that we are enthusiastic followers of the brand.”
Nor is it just brand new vehicles that are highly regarded. There is also a very significant demand for second-hand vehicles, as well as retro/vintage ones. Much of this demand has been fueled by the rise in the luxury AirBnB experience and appetite for glamping. Iconic Airstream caravans serve equally well as static sited accommodation. There are Airstream themed sites and Airstreams are often used to provide additional accommodation at festival or wedding venues.
Host Unusual lists numerous vintage Airstream sites on its website. These include Airstreams on a hotel roof – the Brooks Guesthouse in Bristol where four Rooftop Rockets give guests the opportunity to experience a retro caravanning holiday while still enjoying the indulgence of a boutique hotel. Each vehicle has its own small bathroom, flat screen TV’s, curtains and cushions made from luxury fabrics, goose-down duvets and comfortable pocket sprung mattresses. The Rooftop Rockets are even set among a pretty garden landscape complete with Astroturf lawn.
You can also find Airstream accommodation wherever you go on the Continent for example just on the edge of Rome’s Via Flamina is the Airstream Park Camping Village. Set in tranquil green oasis of calm complete with swimming pool, solarium, garden and restaurant; visitors can enjoy the fun of staying in classic Airstream movie star trailers.
While for lovers of pure vintage and retro, Vintage Vacations on the Isle of Wight offer the perfect choice. Over 13 original Airstream caravans still utilize original fixtures and fittings such as handles and Formica, while just being updated slightly in terms of soft furnishings and equipment. The aim is always to restore rather than refurbish, so that the ‘soul’ of the vintage vehicle is maintained. Visitors can even enjoy playing vintage board games and classic CD’s! These vintage Airstreams are definitely classics as the site includes a 1946 Spartan Manor as well as 1966 Overlanders.
Alex Wilson of Host Unusual says “We have seen a sharp rise of over 60% in the number of people searching for Airstreams on Host Unusual, and also in the number of people converting Airstreams into unique accommodation. We feel this is down to the 1950’s nostalgia/Americana aspect. They also look cool and are pretty spacious compared to other glamping options, often allowing for a family break. Add to that the iconic design and gleaming silver that looks so striking in the sunshine and you have a winning combination.”