by Marcus Dubois
Bailey Caravans has continued to defy the economic downturn by securing retail orders to the value of £15 million at this year’s International Caravan and Motorhome Show. The result was 25% higher than the amount achieved at the same event last year.
Bailey revealed that the figures represent the best ever sales performance for the company at an exhibition in both the volume and value of orders received. And the firm believes it is simply the continuation of what has been a strong start to the new model year for Bailey.
Retailer sites have reported that sales have been above those for the equivalent period last year. As a consequence, forward orders are now a month in advance of this time last year, and extends well into 2011. Much of this can be attributed to the introduction this year of Bailey’s first ever luxury caravan model.
Unicorn: from myth to fact
Bailey has credited the huge increase in sales to the performance of the new Unicorn range, which accounted for three-quarters of the total business written at the NEC show. The firm has said it is “delighted that the caravan buying public has reacted so positively” to the new range. It believes “feedback from buyers suggests that it is not only appealing to existing customers, but also encouraging non-Bailey owners to consider the marque for the first time”.
Since its introduction in September the Bailey Unicorn has attracted in excess of £39 million worth of retail orders, making it the most successful single product launch in the company’s sixty-year history.
The future of Bailey Caravans
The Unicorn has also gathered its first accolades from the caravan world including the Caravan Industry Magazine Tourer of the Year title which was presented for the Unicorn Seville. And after the positive response to the newest Alu-Tech model, the company is said to be optimistic about the future and will “continue with its progressive product development programme”.
Initially this will mean the expansion of the Unicorn range as we reported in September with the introduction of new layouts the Madrid and the Almeria .
But most crucially for many will be the launch of a new light-weight caravan range featuring the Alu-Tech body shell. The entry-level model will allow a wider range of people to experience the technology, and Bailey’s success in 2011 will depend on the response to this crucial model.
