Thor Industries, Inc. announced a restructuring of its North American recreational vehicle operations into two primary business groups, a move the company said is “designed to strengthen collaboration, streamline decision-making and better respond to changes in the RV marketplace.”

The Elkhart, IN-based manufacturer, the largest global producer of recreational vehicles, said the shift reflects “evolving dealer networks, increasing product complexity and a need for greater operational alignment across brands.”

Bob Martin, president and CEO of Thor Industries, continued, “The RV industry has changed dramatically, particularly coming out of the COVID disruption, and Thor is changing dramatically with it. The consolidation of the dealer landscape and the increasing complexity of our marketplace require a unified, collaborative approach focused on exceeding the needs and expectations of end consumers. This evolution positions our teams and our dealers to win — together — while maintaining the entrepreneurial spirit that has always set Thor apart. Ultimately, these changes will best position the Thor North American RV companies to deliver for their dealers and their retail customers.” 

Formation of Two North American Groups
Under the new structure, Ken Walters, the president of Jayco, will serve as chief executive officer of a group that includes Jayco as well as Entegra, Open Range, Heartland, and Tiffin Motorhomes. Jayco currently leads the Jayco, Entegra, Open Range, and Heartland brands, with Tiffin Motorhomes being added to the group led by Walters.

Walters will continue in his current role at Jayco while overseeing the broader group’s strategy and performance. As previously announced, Leigh Tiffin recently resigned from Tiffin Motorhomes. Walters is leading the process to identify her replacement.

Walters said, “The combination of Jayco and Tiffin creates an exciting opportunity to optimize their respective motorized lineups in ways that benefit both our dealers and consumers. Tiffin brings a legacy of craftsmanship and motorized excellence that complements Jayco’s innovation and operational momentum. By aligning our strengths and leveraging the industry‑leading practices that have propelled Jayco’s strong market position over the last several years, this Group is well positioned to deliver even greater value and performance.”

Jeff Kime, president of Thor Motor Coach, will lead the second group. That division will include Thor Motor Coach along with Keystone, Dutchmen and Crossroads. Troy James, SVP of Thor’s International Business Operations, will serve as the group’s chief operating officer during a transition period while continuing in his current role.

Within this Group, Jeff Runels will continue in his role as president of Keystone. After a period of transition, Ryan Ellson, Thor Motor Coach’s vice president of sales, will assume the role of president of Thor Motor Coach while Kime will retain his role of CEO of the Group.

“This Group brings together two powerful brands — Thor Motor Coach and Keystone — to create a complete, full‑line motorized and towable portfolio,” said Kime. “This alignment allows us to share best practices, streamline operations and maximize the combined strengths of both organizations. By working closely together, Thor Motor Coach and Keystone will drive meaningful efficiencies and unlock significant synergies that strengthen our overall competitiveness.”

Airstream and KZ Remain Stand‑Alone Operations
Thor’s remaining North American OEMs, Airstream and KZ, will continue to operate independently.

Synergy Expectations and Strategic Benefits
Thor expects the reorganization to deliver “meaningful structural benefits over time through enhanced enterprise coordination and capability alignment.” These benefits are expected to be driven by:

  • Strategic sourcing coordination and supplier alignment, supporting long-term cost discipline and supply continuity.
  • Operational standardization and process improvement, improving efficiency, quality, and consistency across brands.
  • Brand and portfolio alignment, enabling more focused capital allocation and product investment.
  • Enterprise-wide data, systems, and digital integration, strengthening analytics, forecasting, customer engagement capabilities, and enabling a unified dealer portal experience across the Thor family of companies.

“We are building for the next decade and beyond, ensuring our brands remain individually strong while leveraging the scale of our organization. We are also ensuring that our operations are agile and efficient, and Thor continues to lead the global RV industry,” Martin said. “Ken and Jeff are exceptional leaders, and I am confident in the value these Groups will create for our dealers, customers and shareholders.”

Image courtesy Thor Industries