Tom Gonser (04/08)
We were in the process of writing this "final chapter" in the Alpine series when events overtook us: Western RV has "temporarily" closed its doors, and has no schedule to continue as an RV manufacturer. It's hard to imagine a factual circumstance that could have a greater impact on the subject matter of this series. Yet there is so much more to this story as Alpine owners come together in the face of this unwelcome development.
It had been only two short weeks since our last factory service visit, a positive experience we were about to document. Some 18 months after our purchase, there were still a few items that needed attention. We'd heard reports from other Alpine owners who had recently been to the factory for service, and these reports had been extremely favorable. Our experience proved that to be the case. The intake process was thorough and done in a very professional manner. The work was completed perfectly, and on time (and completely under our original warranty). The new management's philosophy was taking hold, and there was a new level of enthusiasm evident from all the WRV employees with whom we spoke.
At that point in time there was a sort of "good news/bad news" story. Due to the extemely challening times in the RV industry, WRV's towable side of the business, which had long been the mainstay of Western RV's offerings, was suffering from the general downturn in RV sales. However, the new Alpine coach was doing so well that even as workforce reductions were being implemented with respect to towables, it was reported that production was being ramped up on the motorhome side to meet the demand for the increasingly popular new lineup of Alpine coaches. Dealer support, which had declined during the previous ownership, was now on the increase again. And there was considerable evidence of dealer enthusiasm for both the Alpine coach product and WRVs new management team.
It was in the context of these circumstances that WRV announced the "temporary closure". It was unwelcome news to all Alpine coach owners. But their primary concern has been less about themselves, and more for the employees who suddenly found themselves unemployed. Alpine coaches were not produced in great numbers, when compared to most RV builders. For that reason the family of Alpine owners is small when compared to other brands' owner groups. Many of these folks had come to know a number of the WRV employees -- at all levels -- personally. There were individuals such as Izzy, who delivered new coaches to many of us, and who spent days with us during the PDI process to make sure everything was done to our satisfaction. Chris Scott is another name known to many. Chris had taken over the factory service area and brought a tremendous improvement to that part of the operation. Mark Harrah, formerly one of the tech support specialists many of us spoke to only by phone, has made it a point to let Alpine owners know he intends to monitor the Alpine owners online forum to help with technical issues. It's hard to imagine someone who has just lost his own job worrying about Alpine owners that might have technical questions. Yet that's precisely how these employees have interacted with customers -- almost like family. And finally, on the management side, virtually all Alpine owners have come to know -- and have great respect for -- Burk Morgan, the VP for sales. Burk did everything humanly possible to steer Alpine towards a successful outcome. While carrying out his "formal" responsibilities, he would always have time to help any Alpine owner with a problem or question. Better than anyone else at WRV, Burk came to know the operation inside and out. And while it's hard to imagine anyone putting humpty-dumpty back together again, if there's one person capable of doing so it would have to be Burk.
There are other aspects to this very human story as well. Although not large in number, Alpine owners are a very special, mutually supportive, and multi-talented group. We had previously planned to attend a rally sponsored by the Alpine Coach Association's Northwest chapter -- "NoWACA" -- scheduled next month in Washington. Within hours of the news of the WRV closure, there was a posting on the Alpine owners' forum confirming that the rally is still "on". Not only is it on, but I suspect attendance will be even better than projected. We had not previously joined this chapter, but we shall do exactly that in May. I'm sure there are other Alpine owners that will do likewise. This is a committed group of owners that truly enjoy their brand of motorhome, and see it as perhaps the ultimate in premium motorcoach driving performance. Through the owner groups, rallies, and an incredibly strong and helpful online presence through the owners' forum, this group of owners has the potential to respond to the challenge by exploring new horizons that represent the very best of the RVing spirit.
There has been little detail about how the decision to cease operations was made -- which of course invites speculation. It's important to note that unlike most RV manufacturers, WRV was purchased by a group of venture capitalists whose investments are in a variety of industries. Given the significant improvements made by the new WRV management team, one can only surmise that a group of nervous stakeholders assessed the prospects of the RV industry remains bleak for the foreseeable future -- and concluded the safest investment decision was to pull the plug on all operations. Given the remarkable improvements brought by the new management team in the past year, it certainly does not have the appearance of a decision likely taken in Yakima.
The news of "temporary closure" is not something any RVer should be pleased to hear, as it is a clear sign of industry woes likely in time to impact all RV owners. However, as this particular act continues to play out, it also seems quite possible the final chapter to this series may not yet have been written after all...