Lippert Bundle
How has Lippert transformed its sales and marketing to own the RV aftermarket?
From a 1956 OEM chassis maker to a multi-category supplier, Lippert pivoted 2020–2022 to prioritize the higher‑margin aftermarket, rebranding and acquiring capabilities like Furrion to drive repeat sales across RV, marine, towing, and building products.
Sales mix now blends OEM contracts, dealer/distributor networks, and DTC e-commerce; digital marketing, expanded dealer programs, and lifestyle positioning boost aftermarket demand while stabilizing revenue through industry cyclicality.
See strategic analysis: Lippert Porter's Five Forces Analysis
How Does Lippert Reach Its Customers?
Sales Channels of Lippert Company blend a traditional OEM foundation with a growing omnichannel aftermarket network, retail placements, DTC e-commerce, and international distribution to stabilize revenue and capture lifetime value.
OEM Sales
OEM remains the core channel, supplying chassis, axles, suspension, slide-outs, doors, windows, furniture and electronics across RV, marine and commercial vehicle platforms; Lippert defended share in 2023 via content-per-unit growth and cross-selling (e.g., integrated appliances/AV).
Aftermarket & Dealer Network
Aftermarket scaled into an estimated 30–35% of sales by 2024–2025, expanded through acquisitions and a distribution footprint of 5,000+ North American RV and marine dealers and service centers; higher margins and repeat purchase programs like OneControl boosted resilience.
E-commerce & DTC
DTC and marketplace channels grew rapidly post-2020 (store.lci1.com/lippert, CURT, Furrion, Amazon); in 2024 e-commerce represented a mid-to-high teens share of aftermarket sales with double-digit YoY growth, driven by SEO, AR fitment tools and Buy-Online-Ship-to-Dealer.
Retail Partners
Placement in big-box and specialty retailers (Camping World, Bass Pro/Cabela’s, Tractor Supply, Northern Tool) targets towing, jacks and electronics via end-caps, seasonal promos and select exclusive/private-label SKUs to boost brand awareness.
International expansion targeted Europe and APAC leisure markets; distribution hubs in Europe supported rising towing and caravan component demand as EU leisure recovered in 2024–2025.
Omnichannel Evolution & Integration
Lippert shifted from OEM-centric to an omnichannel mix balancing OEM, dealer/aftermarket, retail and DTC to smooth cycles and increase lifetime customer value; integrations improved conversion and reduced returns.
- Cross-selling: Furrion appliance and AV bundles with OEM platforms and dealer installs
- Channel integration: inventory visibility, fitment databases and installer networks
- Performance: aftermarket margins outpaced OEM; aftermarket share reached 30–35% by 2024–2025
- Digital growth: e-commerce mid-to-high teens of aftermarket sales in 2024 with double-digit YoY growth
See broader market context in this analysis: Competitors Landscape of Lippert
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What Marketing Tactics Does Lippert Use?
Marketing Tactics center on a digital-first, creator-led mix that drives fitment-led demand, lowers support costs, and boosts repeat purchases; tactics blend SEO/SEM, paid social, content, events, and dealer enablement to optimize CAC/LTV across OEM and aftermarket channels.
Digital demand engine
Always-on search (SEO + SEM) targets fitment and problem-solution queries such as 'RV steps' and 'towing capacity' supported by rich PDPs, UGC, and installation videos to lift organic and paid conversion rates.
Paid social & retargeting
Programmatic retargeting and paid social increase assisted conversions; email and SMS nurture sequences (how-to content, seasonal checklists) contribute 20–30% of repeat purchases in mature aftermarket cohorts.
Content & community
Extensive DIY install guides, towing calculators, wiring diagrams and maintenance schedules grow organic traffic, reduce support costs and improve add-to-cart rates via expectation-setting content.
Video & short-form
YouTube tutorials and short-form Reels/TikToks demonstrate installs and product benefits, lowering return rates and improving conversion velocity on key SKUs.
Influencer partnerships
Collaborations with RV, overlanding and marine creators showcase real-world use; affiliate-linked installs and creator reviews drive attributable sales and upgrade consideration for premium appliances and AV.
Events & experiential
Presence at RV Open House, SEMA, Overland Expo, Miami and IBEX, plus dealer 'Upgrade Days' and mobile install clinics stimulate on-site sales, warranty registrations and dealer relationships.
Data-driven personalization & tech
Segmentation by vehicle type, tow class and usage intensity enables tailored offers; CRM/CDP-driven automation integrates warranty registrations, site behavior and dealer service data for precise remarketing and lifecycle messaging.
- Stack: Shopify/commerce integrations, major ESP/CRM, reviews/Q&A platforms, GA4 + BI dashboards for CAC/LTV tracking
- A/B testing on bundles (e.g., weight distribution hitch + brake controller) increased AOV by high single digits
- Marketplace syndication and reviews improve Buy Box performance and content consistency
- VIN/plate lookup, AR fitment previews and installer scheduling reduce purchase friction and returns
Channel mix shifted 2021–2025 toward digital and creator-led tactics with performance media optimized for profitable growth during industry softness; FY2024 benchmarks for digital-led campaigns showed mid- to high-single-digit CAC improvement versus 2019 baseline and repeat-purchase contribution aligned with the Target Market of Lippert.
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How Is Lippert Positioned in the Market?
Lippert positions itself as the dependable, innovative backbone of outdoor mobility and structures, emphasizing safety, functionality, and comfort through engineered components that elevate every journey across towing, RVing, boating, and building.
Core Message
Lippert communicates an engineering-first promise: components and systems that improve reliability, convenience, and comfort for OEMs, dealers, and DIY customers.
Visual Identity
Brand visuals use clean industrial design, lifestyle photography, bold typography, and product-focused imagery; sub-brand Furrion signals premium technology with a sleek, modern aesthetic.
Tone of Voice
Expert, solutions-oriented, and approachable — designed to serve DIYers, dealers, and specifiers with clear installation guidance and technical support.
Differentiation
Lippert differentiates via breadth of engineered systems, end-to-end integration (hitch-to-axle-to-step ecosystems), and service programs that reduce downtime and total cost of ownership.
Branding consistency and market signals reinforce positioning and trust across channels.
Product & Technology Mix
Portfolio spans chassis, suspension, electrical systems, hitches, and consumer electronics; premium lines like Furrion and CURT Echo compete on tech and design while core parts emphasize durability and TCO.
Service & Availability
Post-2023 supply constraints prompted expanded stocking programs and transparent lead-time updates; aftermarket NPS rose as installation content and dealer support scaled.
Sustainability Messaging
Positioning highlights longer product life, recyclability of metals, and efficiency features to appeal to quality- and safety-focused buyers rather than price-only segments.
Brand Consistency
Unified Lippert branding across packaging, digital, events, and dealer materials with sub-brands for specialty lines ensures recognition among OEMs and aftermarket channels.
Market Recognition
Lippert receives repeated supplier awards from leading RV OEMs and signals improved aftermarket performance via measurable NPS gains after investing in support and content.
Go-to-Market & Channel Strategy
Channel mix balances OEM partnerships, dealer networks, and growing DTC e-commerce; distribution focus aims to shorten lead times and improve parts availability for reduced downtime.
Key Positioning Highlights
Positioning is engineered to support sales and marketing objectives across OEM and aftermarket segments.
- Focus on reliability, integration, and reduced TCO to drive Lippert Company sales strategy and Lippert marketing strategy.
- Premium sub-brands target technology and lifestyle buyers while core components target durability-conscious customers.
- Stocking programs and transparent lead-time communications address Lippert product distribution channels and customer acquisition retention.
- Content and installation support improve Lippert CRM and sales enablement practices, reflected in improved aftermarket NPS.
See related analysis in the company overview: Growth Strategy of Lippert
Lippert Business Model Canvas
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What Are Lippert’s Most Notable Campaigns?
Key Campaigns for Lippert Company focus on shifting share to branded upgrades, embedding premium offerings, and accelerating DTC while driving towing and marine adoption through education-led creative and channel diversification.
Upgrade Your Adventure (Aftermarket 2022–2024)
Objective: move share toward Lippert-branded upgrades during a cycle downturn; creative showed before/after lifestyle transformations (safer towing, easier entry, smarter power). Channels: YouTube installs, creator partnerships, paid search/social, email bundles, and dealer Upgrade Days. Results: double-digit YoY e-commerce growth in aftermarket, higher AOV via bundle offers, improved repeat purchase rate; key lesson—education-heavy content and fitment confidence cut returns materially.
Furrion Premium Launch Waves (2021–2023)
Objective: position Furrion as the premium appliance/electronics standard in RVs/marine; creative emphasized sleek design and a residential feel on the road. Channels: OEM co-marketing, influencer remodels, trade shows. Results: higher content-per-unit on select OEM platforms and stronger aftermarket attachment; lesson—bundled OEM+aftermarket strategies maximize lifetime value.
CURT Echo & Towing Safety (2023–2025)
Objective: lead in connected towing with app-enabled brake control demos under the Creative 'Confidence in every mile.' Channels: paid search for tow terms, social video installs, retailer end-caps, creator partnerships. Results: strong review velocity, increased attach rates with weight-distribution kits, and seasonal retail sell-through uplifts; lesson—connected features plus simple installs drive adoption.
Marine Audio & Electronics Expansion (2024–2025)
Objective: capture recovering marine spend focusing on durability and sound quality on water via tournament anglers. Channels: Miami/IBEX boat shows, YouTube installs, retail partners. Results: growth in marine aftermarket categories and expanded dealer penetration; lesson—pro-channel demos and water-tested credibility are critical.
Brand Unification & DTC Acceleration (2020–2022)
Objective: clarify portfolio and scale e-commerce with consolidated architecture and simplified fitment. Channels: site relaunches, SEO, email, marketplace syndication. Results: improved conversion, lower CAC, stronger cross-sell; lesson—clarity and fitment tools unlock DTC at scale.
Performance Metrics & Channel Impact
Aggregate campaign outcomes include double-digit YoY e-commerce growth in aftermarket verticals, measurable attach-rate lifts for CURT Echo and towing kits, and expanded dealer penetration in marine electronics during 2024–2025 trade-show cycles.
Customer Acquisition & Retention
Approach combined paid search, creator-driven content, and dealer programs to lower CAC and raise repeat purchase rates; education-first creatives reduced returns by improving fitment confidence and installation success.
OEM & Aftermarket Bundling
OEM co-marketing with bundled aftermarket offers increased attachment and lifetime value, demonstrating that integrated go-to-market strategies lift both initial OEM sell-in and subsequent DTC upgrades.
Channels That Moved the Needle
High-impact channels were YouTube installs, paid search for tow/marine terms, influencer partnerships, trade shows, and dealer Upgrade Days—each proving essential for discovery-to-install conversion.
Further Reading
Context on corporate evolution and portfolio strategy available at Brief History of Lippert.
Lippert Porter's Five Forces Analysis
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- What is Brief History of Lippert Company?
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- What is Growth Strategy and Future Prospects of Lippert Company?
- How Does Lippert Company Work?
- What are Mission Vision & Core Values of Lippert Company?
- Who Owns Lippert Company?
- What is Customer Demographics and Target Market of Lippert Company?
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