Jayco Holds Firm as Lifestyle Campers Surges in Q2 RV Search Rankings

Jayco maintained its commanding lead in Australia's RV searches despite a slight dip to 25.68% in Q2 2025, while Lifestyle Campers delivered the quarter's standout performance with a remarkable 47.22% surge that propelled it into sixth place.

The Q2 RV Market Brand Consideration Report from Retain Media tracked 132 RV brands across 10,421 keywords and over 1.1 million searches, revealing significant shifts beneath the market leaders as Australian manufacturers showed renewed strength across multiple categories.

Market Leaders Stay Strong

Jayco's slight 0.89% relative decline still leaves the Victorian manufacturer with a commanding market lead, reinforcing its position as Australia's most recognisable RV brand across caravans, motorhomes, and camper trailers.

Market Direct Campers (MDC) held steady in second place at 4.10%, while Snowy River climbed again with a solid 5.35% increase to reach 3.94%, consolidating third position and continuing its upward trajectory.

The biggest shake-up came in fourth place, where Austrack moved up after an impressive 11.42% relative increase, lifting its share to 3.22% and overtaking Ezytrail, which slipped to 3.06% following a 3.16% decline.

Performance Brands Make Their Mark

Lifestyle Campers' spectacular 47.22% surge represents the strongest gain of any brand in the top 10, highlighting growing interest in the brand's premium offerings and aggressive market positioning.

Avan also gained ground with a 2.87% increase to reach 2.51%, while Avida returned to the top 10 after a modest 3% lift brought its share to 2.06%.

Not all brands enjoyed Q2 success. Opus Camper slipped to eighth as its share dropped 4.46%, while Crusader continued its downward trend, falling 12.35% to finish at 2.13%.

Australian-Made Shows Strength

In the Australian-made category, Jayco retained dominance with 34.78% despite a 3.17% relative decline, while Lifestyle Campers jumped into second position with its impressive 47.74% surge.

Avan posted solid gains with a 3.33% increase to 3.41%, while Crusader dropped to fourth after a 12.16% decline. Zone RV and JB Caravans both showed positive momentum, with JB continuing its steady rise with a 5.98% gain.

Import Market Remains Competitive

MDC maintained its lead in the imported category with 15.69%, while Snowy River reached its highest level in four quarters at 15.1% following a 5% gain.

Austrack climbed strongly to 12.33% with an 11.08% relative lift, reversing Q1's minor dip and reaching its strongest share in the past year.

Notable Movers Beyond the Top 20

Several smaller brands made significant moves that signal shifting consumer preferences. BruderX climbed from 0.76% to 0.93%, a 22.4% increase marking its strongest result since Q3 2024.

Malibu Caravans recorded one of the quarter's sharpest jumps, rising from 0.40% to 0.68%, a 70% relative increase that reverses three consecutive quarters of decline.

Goldstar RV and Harvok Caravans also posted impressive gains, with 52.4% and 40.9% increases respectively, suggesting renewed interest in value-driven and boutique manufacturers.

The Q2 results reveal an RV market characterised by strong leadership from established players, with notable opportunities emerging for mid-tier brands as Australian manufacturers demonstrate renewed strength across multiple categories.

To read and download the full Q2 RV Market Brand Consideration Report, head to Retain Media.

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