Swift dropping brands from line-up
It will now refocus all of its activities on the Swift, Sterling and Sprite brands of tourers and Swift, Bessacarr and Autocruise brands of motorhomes.
The company will no longer manufacturer the Ace brand of motorhome or the Abbey and Ace brands of touring caravans once existing customer and dealer orders have been completed.
The company said this major review of its multi-brand operation will ‘combat dealing in a smaller market which is being seriously affected by the current economic downturn’.
The other brands will be phased out over the coming months. The Abbey and Ace brands of touring caravans and the Ace brand of motorhomes will cease to be manufactured when all customer and dealer orders have been fulfilled.
Commercial Director Nick Page said: “All existing orders, including those placed at the recent NEC Show, will be produced and existing customers of these brands will continue to be looked after by the Swift Group. The move to this new strategy will be handled carefully to make sure we have a smooth transition which should not effect existing customers.”
The company said the new strategy is aimed at simplifying the company’s operations and will allow it and its dealer network to 'trade effectively in a reduced market'.
Chairman Peter Smith said: “The current conditions are likely to be with us for several years and by taking this action now it puts us in great shape to cover all our markets from a more manageable cost base. The business had become too complex for the size of the market.”
The company stresses that owners of the brands being dropped will still receive full aftersales and warranty service.
A statement issued by the company outlining which products will be available from next year said:
“The touring caravan product range will consist of the Swift Charisma, Swift Challenger and Swift Conqueror ranges, Sterling Europa, Eccles and Elite ranges offering a total of 41 models.
These two brands offer customers completely different styles and colour schemes, with a further choice of soft furnishing options in each range. The Sprite range of six models will continue to offer outstanding value at the starter end of the market.
Motorhome products will be available under the Swift, Bessacarr and Autocruise brands, providing a wide choice of both modern and more traditional design.
Swift motorhomes will comprise the Sundance, Bolero, Voyager and Kon-Tiki ranges, with Bessacarr coming in the E400, E500, E600 and E700 ranges, totalling 35 models with both overcab and low profile designs. Once again, they also offer a wide choice of soft furnishing options. The Swift line up is completed with the Mondial range of camper vans.
Autocruise will continue to offer three ranges of coachbuilt models, the Star, Star Plus and Driving ranges and four camper vans including the new MPV style Pulse model."