Home from home Knaus Tabbert

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Leading European caravan and camper van manufacturer Knaus Tabbert GmbH is excited about the revolution in on-the-road adventures. Celebrating the 50th anniversary of the Knaus brand this year, the company is still at the forefront of the industry’s trends. Emma-Jane Batey spoke to CEO Giovanni Marcon to find out more.

Knaus Tabbert GmbH celebrates 50 years of the Knaus brand in 2011, with the company justifiably proud of maintaining its market-leading position throughout that time. Staying ahead of the industry’s trends for five decades means that Knaus Tabbert knows pretty much all there is to know about the caravan and camper van industry, but it is just as committed to meeting the ever-changing needs of its customers as it is to keeping up its reputation for quality.

CEO Giovanni Marcon told Industry Europe why this half-century milestone is so important to Knaus Tabbert. He said, “We are one of the oldest caravanning brands, so reaching 50 years in the business with this brand is a great achievement that is rarely matched. But it also shows just how integral Knaus Tabbert is to the niche caravan and camper van markets across Europe. We take both of these points and combine them with a passion for innovation and great design so that we continue to create and build products that suit the changing face of self-drive holidays.”

Leading the way

There have certainly been considerable industry changes during the last 50 years. When the company started back in 1961, mass holidaymaking was in its infancy, with mobility through affordable cars making Knaus’s first towing caravans particularly

popular. Today, the company offers seven brands, with its most well-known Knaus, Tabbert and Wilk, and its product portfolio focusing on towing caravans, motorised caravans and camper vans.

With 1200 employees based at its four European sites, the company delivers its products to 21 different countries, with this number increasing as new markets are explored. At the end of 2008, Knaus was taken over by the Dutch investor HTP Investments.

Mr Marcon explained how the company’s strong European position and understanding of the market puts it at a distinct advantage. He said, “It’s a wonderful coincidence that in our 50th year we have also won the Dutch–German economy award for successful commercial cooperation between the two countries. We have long been at the forefront of the trends and demands of the caravan and camper van industries across Europe and we are dedicated to meeting those needs.”

There are more than three million cars sold each year in Germany alone, with just 150,000 caravans and camper vans sold annually across the whole of Europe, so Knaus Tabbert’s appreciation of the specific needs of the industry has been gained through its long history of staying close to its customers, its strong sales and distribution network and the

businesses whose livelihoods depend on the market, such as large campsite owners and important festival organisers.

Close to the customer

Mr Marcon continued, “We have a lot of marketing activities in place to ensure we know exactly what our customers want, and indeed what they are likely to want in the coming months and years. We regularly meet with our dealer network and with customers at our HQ, and we use this information to influence our regular new designs and upgrades so that they perfectly correspond to the trends of the time.”

With three core types of product – trailed caravans, motor caravans and camper vans (also called van conversions) – Knaus Tabbert maintains its reputation for innovative, sporty, high-quality products by including new features, introducing new models and upgrading existing models on a regular basis. In 2010 alone, 16 new models or upgrades were launched, with 26 expected for 2012. This equates to around two or three new products for each of its seven brands. Mr Marcon added, “We have a 70-strong design team that is constantly working out innovative new ways to bring comfort, style and performance into caravans and campervans. If you asked 10 customers what their ideal feature in a caravan would be, you’d inevitably get 11 different answers, so their job is very important! Caravans are essentially ‘rolling flats’ with kitchens, bathrooms, living space, storage… yet usually in just 12–15m2. So talented, forward-thinking designers are imperative for our business, and we employ the best, alongside technical experts, engineers and prototype builders. That way every inch is beautifully utilised.”

Knaus Tabbert’s recent participation at the caravan industry’s most important trade fair in Düsseldorf saw it sell an impressive 800 units in just 10 days, so this fair, along with others across Europe, is also an important ingredient in its continued success, as it offers great opportunities to meet with customers and partners.

As the company looks to further cement its achievements it plans to expand outside of Europe too, with Australia and the USA both key target markets, although it is currently working to resolve the inevitable transportation issues involved in delivering large products to such great distances. Mr Marcon concluded, “While the caravan market is stable, it is not a growing market, so it is important that we keep our eyes and ears open for new opportunities. We are finding that the camper van market is seeing an incredible boom, with the lifestyle aspect of these beautifully-made vehicles giving us a great market share and a very positive future.” n