Winnebago Industries

Winnebago Industries, Inc. is an American manufacturer of motorhomes, a type of recreational vehicle (RV), in the United States. It is based in Forest City, Iowa. On June 4, 2018, the company expanded into motorboat manufacturing with the acquisition of Chris-Craft.[2] The company is named after Winnebago County, where they are located. The county is named after the Native American tribe who have historically lived in the area. During the 1970s and 1980s, Winnebago Industries depended on Native American history and traditions in naming their products, for example "Chieftain" and "Brave."[3] They also used Native American iconography and patterns in their designs and period advertisements.

Winnebago Industries, Inc.
Public
Traded asNYSE: WGO
S&P 600 Component
ISINUS9746371007 
IndustryManufacturing
FoundedFebruary 12, 1958 (1958-02-12)
Headquarters
Forest City, Iowa
,
USA
Key people
Michael Happe (CEO)
ProductsMotorhomes
Revenue$945.2 million (2014)[1]
$63.9 million (2014)
$45.0 million (2014)
Number of employees
2,850 (2014)
SubsidiariesChris-Craft
Websitewinnebagoind.com

Corporate history

The company was founded by Forest City businessman John K. Hanson in February 1958. At the time, the town, located in Winnebago County, Iowa, was undergoing an economic downturn, so Hanson and a group of community leaders convinced a California firm, Modernistic Industries, to open a travel trailer factory in a bid to revive the local economy.[4]

Surviving a rough beginning, the entire operation was purchased by five Midwesterners, with Hanson serving as president. In 1960, the name of the company was changed to Winnebago Industries. To improve quality, Winnebago Industries manufactured furniture and other components designed specifically for its travel trailers. One such innovation was the "Thermo-Panel", a strong, lightweight sidewall that was a characteristic of Winnebago products.

In 1966, the first motor home rolled off the Winnebago Industries assembly lines.[5] These motor homes were sold at a price approximately half of what was being charged for competitors' models, which led to its ubiquity and popularity in the RV community. The brand name has become synonymous with "motor home" and is commonly used as a generic trademark for such vehicles, whether they were produced by the company or not.[6]

Early Dodge-based Minnie Winnie

In March 2015, Winnebago announced that it was opening a production center to employ 70 in Waverly, Iowa, due to labor shortage issues in the Forest City area.[7] The company now employs about 2,400 workers in Forest City, 200 in Charles City and 60 in Lake Mills, plus additional employees in Middlebury, Indiana.[8]

In 2017 when CEO Mike Happe was brought in, Winnebago established their management offices in Eden Prairie, Minnesota.[9]

Australia (1982–2015)

In July 2012, a Justice of the Federal Court of Australia determined that a Sydney businessman, Bruce Binns, had "intentionally hijacked" the well-known American brand "in a bold attempt to preempt Winnebago's opening its doors here". Versions of Winnebago models were manufactured in Australia by Binns's Knott Investments, using a logo which bore a striking resemblance to Winnebago's U.S. logo, from about 1982.[10] In 1992, Winnebago and Binns signed a settlement for him to stop passing off his products as those of Winnebago, yet he continued to do so. In 1997 he registered Winnebago as a trademark in Australia. The court ordered the cancellation of this Winnebago trademark in Australia.[11]

On appeal in 2013, Chief Justice Allsop found that "...Knott and Mr Binns had from the outset deliberately sought to obtain some connection with Winnebago and take advantage of any reputation Winnebago may have had in Australia as at 1978. However, the fact that Knott had manufactured and sold RVs under the Winnebago name in Australia for 32 years, 25 years of which was with the knowledge of Winnebago, was an unusual situation which could not be overlooked". Accordingly, Allsop held that it was appropriate that Knott be permitted to continue to use the Winnebago name and logos, provided the distinction between its business and Winnebago's was made clear.[10][12]

As a result of the case, a disclaimer was required to be made clear on any vehicles made by Knott in the future, and on any advertising and promotional material. Further, all future consumers of Australian Winnebago/Avida products are required to sign a disclaimer declaring they have been made aware that they are not purchasing a United States Winnebago product. The disclaimer reads "These vehicles were not manufactured by, or by anyone having any association with, Winnebago of the United States."[13]

In 2014, Avida RV announced they would reintroduce the Winnebago name and logo to their premium range of RV products.[14] This announcement came just one month before Winnebago Industries announced they were entering the Australian market for the first time.[15] Binns is currently opposing the registration of the Winnebago trademark in Australia, despite having been refused permission to hold the trademark himself.[16][17]

The Winnebago and other motorhomes occupy a central place in American road culture, according to former English professor James B. Twitchell. When assembled together in a circle, the vehicles can be reminiscent of the covered wagons of the Old West. Choices of camping ground can vary from the slickly corporate Kampgrounds of America to the anarchistic Slab City, California.[18]

Films and television series featuring Winnebagos often deal in a similar clash between rival urges for domesticity and adventure. The home on wheels can be a cosy family sanctuary, or an escape to a free and nomadic life on the road with all its perils. Examples include:

  • The 2008-2013 television series Breaking Bad featured a family man who turned a Winnebago into a mobile methamphetamine lab.
  • The 2009 animated television series Glenn Martin, DDS has a dentist take his family on a road trip in a Winnebago after accidentally burning down their home.[19] It is said to have been based on a similarly themed 1971 television movie In Search of America starring Jeff Bridges.
  • The 2010 documentary film Winnebago Man was about an RV salesman whose profane outtakes from a 1989 Winnebago industrial film contrasted a would-be wholesome image with sordid reality. The clip had circulated underground on VHS tape until popularised by Internet users.[20]

In politics

German politician Guido Westerwelle (FDP) used a Winnebago Elanté 37 painted in the FDP colours yellow and blue and called "Guidomobil" during his campaign for the 2002 German federal election, which received much media attention.[21]

Current model range
ModelClassLengthFuel
Winnebago Grand Tour / Itasca Ellipse UltraClass A42′Diesel
Winnebago Tour / Itasca EllipseClass A42'Diesel
Winnebago Journey / Itasca MeridianClass A36'-42′Diesel
Winnebago Forza/ Itasca SoleiClass A34'-38'Diesel
Winnebago Via / Itasca ReyoClass A25'Diesel
Winnebago Adventurer / Itasca SuncruiserClass A32'-38'Gasoline
Winnebago Sightseer / Itasca SunovaClass A33'-36'Gasoline
Winnebago Vista LX / Itasca Sunstar LXClass A27'-36'Gasoline
Winnebago Vista / Itasca SunstarClass A27'-36'Gasoline
Winnebago Brave/ Itasca TributeClass A26'-31'Gasoline
Winnebago View / Itasca NavionClass C24'Diesel
Winnebago Aspect / Itasca CambriaClass C27'-30'Gasoline
Winnebago Trend / Itasca Viva!Class C25'-31'Gasoline
Winnebago Minnie Winnie / Itasca Spirit & Spirit SilverClass C22'-31'Gasoline
Winnebago EraClass B24'Diesel
TravatoClass B21'Gasoline
Travato Class B 21' Diesel
Revel Class B 19' Diesel
DestinationFifth Wheel35'-39'n/a
LatitudeFifth Wheel33'-37'n/a
VoyageFifth Wheel28'-30'n/a
UltraliteTravel Trailer27'-31'n/a
MinnieTravel Trailer18'-24'n/a
Micro MinnieTravel Trailer17'n/a
ScorpionFifth Wheel Toy Hauler40'n/a
SpyderTravel Trailer Toy Hauler24'-32'n/a
Metro LinkTransit Bus/School Bus25'-28'Gasoline or Diesel
Park Model RVPark Model34'n/a

See also

References
  1. "Winnebago Industries Announces Fourth Quarter and Fiscal 2014 Results".
  2. Galvin, Terry. "Chris-Craft bought by Winnebago", Sarasota Herald-Tribune (June 4, 2018). Retrieved 2018-06-09
  3. "History of Winnebago RVs". Average Joe Camper. September 13, 2018.
  4. John Hanson Scandinavian-American Hall of Fame
  5. White, Roger (2001), Home on the Road: The Motor Home in America, Washington, D.C.: Smithsonian, pp. 164–167
  6. Slater, Shirley; Basch, Harry (1996). Fielding's freewheelin' USA. Basch, Harry. (2nd ed.). Redondo Beach, Calif.: Fielding Worldwide. ISBN 9781569521250. OCLC 35284519. Just as Frigidaire became a generic term for refrigerators, Winnebago is often used to refer to all RVs
  7. Globe-Gazette "Winnebago will open new plant outside of Forest City"
  8. WCFCourier "Winnebago to Open Plant in Waverly"
  10. Knott Investments Pty Ltd v Winnebago Industries, Inc [2013] FCAFC 59 (7 June 2013), Federal Court (Full Court) (Australia)
  11. Court rules Winnebago brand was 'hijacked', Leonie Wood, Sydney Morning Herald, July 31, 2012
  12. http://baldwins.com/delay-in-enforcing-rights-proves-costly-for-winnebago/
  13. "Avida RV - Motorhomes, Campervans, Caravans, Pop Tops". www.avidarv.com.au. Retrieved May 21, 2018.
  14. http://www.caravancampingsales.com.au/news/motorhomes-and-campers/winnebago/avida-brings-back-winnebago-44055
  15. http://www.caravancampingsales.com.au/news/winnebago/winnebago-america-drives-down-under-45069
  16. Australia, IP (May 22, 2018). "IP Australia". pericles.ipaustralia.gov.au. Retrieved May 21, 2018.
  17. "Knott Investments Pty Ltd v Winnebago Industries, Inc [2013] FCAFC 59". www.judgments.fedcourt.gov.au. Retrieved May 21, 2018.
  18. Stephens, David P. (2017). "Book reviews: Twitchell, James B. 2014. Winnebago Nation: The RV in American Culture. New York: Columbia university Press". Material Culture Review. 85. Retrieved June 7, 2019.
  19. "Nick Plans A Family Nite – Multichannel.com – August 10, 2009". Retrieved May 21, 2018.
  20. Leckart, Steven (March 22, 2010). "5 Secrets of YouTube's Success". Wired.
  21. "Guido macht mobil - autobild.de". autobild.de. Retrieved September 25, 2018.
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