Snowy River Caravans Claims Top Spot in Historic Q3 Brand Search Rankings from Retain Media

Snowy River Caravans has achieved a historic milestone, claiming the number one position in both the Imported and RVMAP categories for the first time in Q3 2025, dethroning long-time leader Market Direct Campers in a significant shift in Australia's RV brand landscape.

The Q3 RV Market Brand Consideration Report from Retain Media tracked 137 RV brands across more than 2.8 million searches reveals Snowy River reached 16.2% of search interest in the Imported category and 10.2% in the RVMAP segment, marking the brand's strongest performance since brand consideration reports began.

The results signal a major realignment in how Australian buyers are engaging with RV manufacturers, with established leaders facing sustained pressure from rising competitors.

Jayco Holds Overall Lead Despite Softening

Jayco retained its position as Australia's most-searched RV brand overall with 24.1% of total search interest, though this represents a 7.0% relative decline from Q2's 25.9%. The Victorian manufacturer's dominance remains unchallenged, but the drop marks its steepest quarterly decline in recent periods.

In the Australian-made category, Jayco held 32.3% despite a 5.6% relative decline, maintaining nearly ten times the share of its nearest competitor.

Snowy River's Double Victory

Snowy River's ascent to the top of the Imported category came with a 7.2% relative increase from Q2, finally overtaking MDC after steadily closing the gap over recent quarters. The brand now leads MDC by a full percentage point (16.2% vs 15.1%).

The RVMAP category delivered an even more significant result, with Snowy River climbing to 10.2% (up 3.0% from Q2) to claim first place for the first time, pushing MDC into second with 9.5% (down 7.7% from Q2).

After holding the RVMAP lead for multiple quarters, MDC now finds itself trailing Snowy River in two major categories, representing a substantial shift in brand visibility among industry-accredited manufacturers.

Mid-Tier Movements

Titanium Caravans delivered the quarter's most impressive performance in the All Brands category, surging from 1.4% to 2.0% - a remarkable 42.9% relative increase that made it the quarter's top performer by relative growth.

Crusader Caravans reversed recent declines with strong gains, jumping from 2.2% to 2.5% (a 13.6% relative increase) in the All Brands category, and surging to 6.3% (up 18.8%) in the RVMAP segment to claim third position.

Avida showed strength across multiple categories, climbing to 2.3% in All Brands (up 9.5%), 3.0% in Australian-made (up 7.1%), and 5.6% in RVMAP (up 9.8%), reflecting growing interest in the brand's diverse lineup.

Notable Corrections

Lifestyle Campers faced the top 10's sharpest correction, dropping to 2.2% from 2.7% (an 18.5% relative decrease) in the All Brands category, erasing much of the ground gained during its impressive Q2 surge. The brand experienced similar declines in Australian-made (16.6% drop).

Malibu Caravans experienced dramatic reversals across categories, plummeting from 0.7% to 0.4% (a 42.9% relative decrease) in All Brands, and from 1.7% to 1.0% (a 41.2% relative decrease) in RVMAP, erasing substantial Q2 gains.

Austrack continued retreating from earlier momentum, falling to 3.0% (down 9.1%) in All Brands and 11.9% (down 3.2%) in the Imported category.

Emerging Brands Show Promise

BruderX continued its upward trajectory, jumping from 0.9% to 1.1% (a 22.2% relative increase) in All Brands, positioning itself on the edge of breaking into the top 20. The brand posted 25.0% gains in the Australian-made category.

Goldstar RV demonstrated steady momentum, rising from 0.3% to 0.4% (a 33.3% relative increase) in All Brands and posting a 16.7% increase in the Imported category.

ARB Earth Camper delivered exceptional growth in the Australian-made segment, surging from 0.3% to 0.5% (a 66.7% relative increase), highlighting rising interest in expedition-focused Australian-made offerings.

What The Numbers Mean

The Q3 results reveal a market where brand momentum matters increasingly, with visibility and strategic positioning directly impacting consumer consideration. Snowy River's historic performance demonstrates how sustained growth across multiple quarters can translate into category leadership.

For manufacturers and dealers, the data suggests the RV market remains highly dynamic, with opportunities for dramatic repositioning even among established hierarchies. Titanium's 42.9% surge and Crusader's strong recovery demonstrate that significant shifts remain possible in this competitive landscape.

The continued softening of discontinued brands like Tango Caravans (down 19.0%) alongside steady growth from active competitors reinforces that sustained market presence and strategic visibility drive long-term brand consideration.

The Q3 results mark a significant shift in RV brand hierarchy, with Snowy River achieving historic dual leadership while Jayco faces its steepest quarterly decline in recent memory. Whether these trends represent a lasting realignment or a temporary fluctuation will become clear when Retain Media releases its Q4 2025 Brand Consideration Report early next year. The summer selling season typically drives the year's highest search volumes, making the final quarter crucial for understanding where brand momentum truly sits heading into 2026.

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