I nterview with CHRISTIAN BAUER History, and future

We interviewed the President of Hymer: here’s how the business, the leading brand in the Erwin Hymer Group, is managing the euphoria, the problems and the changes of this complex but intriguing phase of the market

Hymer is perhaps the best known brand in the RV sector at a European level. This is because it has written important chapters in the history of the motorhome in Europe, but also because of the quality and prestige image of its products. Today, the head of the company is Christian Bauer, who answered our questions about the market situation, attendance at trade fairs and the raw material and component supply crisis; but we also talked about the relationship between new product categories and new user groups.

Aboutcamp BtoB: How did 2022 end for Hymer? What was your experience of the final period of the pandemic and the great market euphoria?

Christian Bauer : All in all, 2022 was a great year for us with many highlights, such as the highly anticipated market launch of the Hymer Venture S, the presentation of a new generation of touring caravans and camper vans, the opening of a newly-built Super Light Chassis (SLC) production hall in Bad Waldsee, and many more.

After two challenging years marked by the pandemic, business is finally getting back to normal. We have experienced a great camping boom with unbroken interest in this type of travel and are therefore very optimistic about the future.

Aboutcamp BtoB: In Germany, registrations of RVs, and above all of motorized RVs, have reached numbers never seen before: was this also the case for Hymer?

Christian Bauer : Indeed, demand on our RVs is at an all-time high. We can look back on a very successful year.

Aboutcamp BtoB: Now the demand is declining: what figure will it settle on? Will there be numbers on which to build a solid future?

Christian Bauer : That’s a bit like looking into a crystal ball during times of volatility, but given the positive developments in our business and the camping industry, we believe we are very well positioned for the future.

Aboutcamp BtoB: What is Hymer’s role within the world of the Erwin Hymer Group? Have relations with the other companies in the Group changed in recent years? Are any changes foreseeable in the future?

Christian Bauer : Hymer remains the core brand of the Erwin Hymer Group with the highest brand awareness. We continue to live up to our claim as the industry’s innovation leader and, where it makes sense, we naturally also use exchanges and synergies with other brands in the Group, with whom we have a good relationship. This will not change.

Aboutcamp BtoB: Was your Group’s decision not to participate in some trade fairs a painful choice on Hymer’s part? What were the results of doing this? What alternative actions

Christian Bauer : Due to the pandemic, we had to increase our emphasis on new digital formats and sales channels instead of appearances at traditional trade fairs. This went hand in hand with a strengthening of advisory skills at the point of sale. We have had very good experiences with this approach.

However, of course, we will continue to maintain contact with customers and business partners for whom a visit to a trade show or live event is indispensable. That’s why we aim for representation at key shows (such as the Caravan Salon) while participation in other trade fairs will be considered on individual merits.

Aboutcamp BtoB: In general, do you think there has been, or will be, a decisive change in the way of selling and communicating?

Christian Bauer : Good interaction between manufacturers and retailers is crucial – whether online or offline. Nevertheless, digital sales and marketing opportunities continue to grow. That’s why it’s important to professionalize our entire internet presence across all channels. Emotionality and approachability must not be lost in the process. First-class consultation and good customer service will always be central for a premium brand like Hymer.

Aboutcamp BtoB: How was Hymer affected by the raw material and component supply crisis?

Christian Bauer : This is indeed the greatest challenge our industry faces and requires great flexibility from all

Above: Eriba Touring 430

On the left: Hymer Venture S