How a 70-Year-Old Family Business Beat Cheap Imports and Became New Zealand’s Motorhome Leader
TrailLite Motorhomes
Client: Shaun Newman, Joint-MD of TrailLite Motorhomes
Industry: Manufacturing – Motorhomes & Caravans
Business Size: Family-owned, 70+ years in business, 30 staff, purpose-built factory in Auckland, New Zealand
The Problem
TrailLite had everything going for them. A 70-year history. A family-owned business with strong values. Handcrafted vehicles produced to the highest standards. A good name in the market. But they were losing ground.
Local and international competitors with cheaper components and mass-produced manufacturing processes were chipping away at their market share.
Here’s what was happening:
- They weren’t capitalizing on their history—a great story of courage and craftsmanship
- They weren’t moving fast enough to stop the decline
- They were losing opportunities to reach new customers and grow the business.
- Their brand didn’t match the quality of their motorhomes.
What was at stake:
Survival.
Other significant local manufacturers were folding in a tough market. European imports were flooding in. And if TrailLite didn’t act fast, they’d become another casualty.
They needed to take their brand to the next level—and they needed to do it now.
What Made The Difference?
I started with a Marketing Brand Audit and immediately discovered areas for improvement.
But more importantly, I uncovered the real story TrailLite needed to tell.
The key insight:
TrailLite wasn’t just selling motorhomes. They were selling dream lifestyles.
Their customers were independent spirits who wanted to explore New Zealand in style, at their own pace. They wanted to get their lives back.
And TrailLite had the perfect vehicle to make that happen.
The problem?
A common phrase heard in their sales yards was: “One day I’ll do this.”
Life can change in the blink of an eye. Without a little nudge, that day may never come.
So we built everything around getting people to take action sooner rather than later.
Why TrailLite was my perfect client:
- Family-owned with strong values and a commitment to quality
- Open to collaboration and willing to explore new opportunities
- Ready to invest in the process and do the work
- Gave me access to the management team and the factory floor
- We vibed together well.
And that made all the difference.
The Solution
What We Did
This was a big one. The list of requirements grew significantly over a 5-year period as the company grew and acquired competitors.
Everything had to be developed over time to work with their cash flow. But we got it done.
Phase 1: Strategy Foundation
- Explored improvements to the manufacturing process
- Tackled the European import issue head-on
- Developed a new Business Strategy
- Collaborated with management on adopting the Lean Manufacturing philosophy, derived from the Toyota Production System. It aims to eliminate waste, improve quality, and reduce production time and costs.
Phase 2: Brand Strategy
Wrote a complete new Brand Strategy including:
- New Values
- New Positioning
- Brand Essence
- Personality
- Brand Story
- Key Messages
- Tagline: “Choose Your Trail” (embodying the independent spirit of their customers)
- Tone of Voice for the brand and each product.
Phase 3: Marketing Strategy
- Wrote a new Marketing Strategy for the parent company
- Created Brand Marketing Strategies for each product
- Developed retail messaging centered around taking action: “Get Your Life Back”
Phase 4: Naming & Product Development
- Created a naming system for the product ranges
- Further developed the product range with the team
- Strengthened and created new partnerships.
Phase 5: Design & Collateral
- Redesigned the company logo and stationery
- Created a new company brochure
- Developed new brand and retail advertising campaigns
- Created new on-site and in-vehicle signage
- Developed Trade Show materials
- Created internal staff communications.
Phase 6: Website & eCommerce
- Built a new sales-driven eCommerce website to showcase the craftsmanship and display and sell the vehicle range
- Integrated APIs from two leading auto trading websites to import and export data.
Phase 7: Marketing Campaigns
- Created new Public Relations campaigns
- Developed electronic Direct Mail campaigns
- Launched retail campaigns that resonated with their customers’ desires to explore New Zealand before it’s “too late.”
The Transformation
Business Growth:
Despite other significant local manufacturers folding in a tough market—and despite an increase in European motorhome imports—TrailLite continued to grow.
They achieved record sales each year.
Operational Expansion:
- Extended manufacturing hours
- Considered building a second factory for 24-hour operations to keep up with ongoing demand
- Built a 6-month waiting list for TrailLite motorhomes
- Considered expanding into Australia.
Market Position:
TrailLite became New Zealand’s Motorhome Leader.
Acquisition & Growth:
TrailLite grew through the acquisition of key competitors and by attracting new customers who resonated with the brand story and quality craftsmanship.
Brand Transformation:
Externally, they now looked like the company they were inside—with an excellent story and quality materials that had an attention to detail rivaled only by their own craftsmanship.
Long-Term Partnership:
I worked closely with TrailLite over a 5-year period, ticking off all their goals, helping improve the manufacturing process, and dramatically changing the face of their marketing materials.
Good strategies, open collaboration, a willingness to explore opportunities, asking the right questions, and developing excellent quality collateral all helped ensure TrailLite will be a success for another 70 years.
What Shaun Said:
“Will has always impressed us with his creativity.
“We appreciate Will’s creativity, high standard of his work and very importantly, how hard he works to get the job done, sometimes with seemingly impossibly tight deadlines.
“The quality of work delivered by Will has been very impressive and always cost-effective. We enjoy working with Will and greatly value the contribution he makes to our business.”
The Lesson
This is what’s possible when a family business recognises the need for change, trusts the strategic process, and commits to doing the work—even when the market’s stacked against them.
TrailLite didn’t just get better marketing—they got clarity, confidence, and a business that went from losing ground to leading the market.
Ready to Move from Friction to Flow?
Whether you need an overhaul of your messaging, a single landing page, or a complete brand strategy, book a 15-minute call and let’s see if we’re a good fit. No pressure. No sales pitch. Just a conversation about your business and whether I’m the right person to help you.
