RVBusiness July/August 2025
An emerging theme this spring is that some dealers are absolutely thriving in what otherwise feels like a fairly murky and chaotic retail environment. While our data shows that the average dealership is bumping along at just above breakeven so far this calendar year, top performing dealers are earning significantly higher net profits as well as maximizing sales revenue.
What’s powering these growth leaders? A consistent theme when we look behind the curtain at these dealerships is that they have a deliberate and well executed program of mission, vision, and values that all employees clearly understand.
Our research has proven time and again that these foundational elements are not just feel-good platitudes; they deliver tangible benefits and results when executed properly. Almost without exception, the proven market leaders are those that have invested the time and energy into a coherent mission, vision, values structure that is central to their decision-making and business operations. When properly implemented, the mission, vision, and values serve as the DNA or operating system of the business, clarifying decision-making and guiding employees to independent alignment and crisp decision-making around business tactics, strategies, and client care. Consider the following benefits of mission, vision, and values and how these might improve a dealership:
- Strategic Alignment and Decision-Making: With a clear mission and vision, every strategic decision – from expanding your inventory to investing in new service technology – can be evaluated against whether it moves you closer to your desired future. Your values provide a moral compass, ensuring decisions align with your dealership’s core beliefs. This prevents reactive decisions and fosters proactive growth.
- Enhanced Employee Engagement and Retention: When employees understand the “why” behind their work (mission), are inspired by a shared future (vision), and feel that their actions are guided by principles they believe in (values), engagement soars. This creates a sense of purpose beyond a paycheck, leading to higher morale, reduced turnover, and a more dedicated workforce passionate about helping customers live the RV dream.
- Stronger Brand Identity and Customer Trust: In a competitive market, a clear mission, vision, and values differentiate your dealership. Customers are increasingly drawn to businesses that stand for something. When your values like integrity and customer-centricity are authentically lived out by your team, it builds deep trust and loyalty, transforming casual buyers into repeat customers and brand advocates. They don’t just buy an RV; they buy into your dealership’s ethos.
- Improved Performance and Accountability: Values provide a framework for performance expectations. If a value is “Customer-Centricity,” then service technicians are empowered to go the extra mile, and sales staff focus on finding the right RV, not just any RV. This clarity fosters accountability and drives consistent, high-quality interactions.
- A Cohesive and Positive Culture: A shared mission, vision, and values create a powerful organizational culture. It’s the intangible essence of “how we do things around here”. This cohesive culture leads to better teamwork, reduced internal conflict, and a more enjoyable environment for both employees and customers, ultimately reflecting in your bottom line.
In the world of RVs, you’re not just selling vehicles; you’re selling a lifestyle, a dream, and a promise of adventure. By intentionally crafting and living your mission, vision, and values, your dealership can transcend transactional sales to build a thriving, purpose-driven enterprise that truly stands the test of time. It’s about charting a course for not just business success, but for meaningful impact.