The restructuring marks a significant departure from Thor’s previous model, where each North American original equipment manufacturer (OEM) functioned as an independent entity. Chief Executive Officer Bob Martin stated that the RV industry has undergone dramatic changes following the COVID-19 disruption, requiring the company to scale its operations to remain competitive.

A New Leadership Structure

Under the new framework, Ken Walters, current president of Jayco, will lead a division encompassing Entegra, Open Range, Heartland, and Tiffin Motorhomes. Walters will assume the role of group CEO while continuing his leadership at Jayco. A second group will be managed by Jeff Kime, president of Thor Motor Coach, who will oversee Keystone, Dutchmen, and Crossroads as group CEO.

Despite the broad consolidation, the company confirmed that Airstream and KZ will continue to operate as independent units. According to Martin, the strategy is designed to ensure individual brand strength while leveraging the broader scale of the organization for the next decade.