Airstream wants to conquer Europe
A German company Roka-Werk has become an exclusive distributor of the iconic caravans Airstream in Europe. Roka intends to increase the brand’s awareness on the continent and expand dealer’s network.
Airstream is an American manufacturer of caravans, but Roka is a company that hasn’t been too focused on caravans so far. It’s main area of interest is... catering, and more specifically, building catering stands and remaking caravans into the mobile snack bars.
Perfect for hot dogs
If it wasn’t for the catering, both companies actually wouldn’t have even met. Airstream, however, is a manufacturer that doesn’t focus solely on the recreational use of his products. Characteristic aluminum caravans, with rounded shapes look very impressively, and thus are perfect as mobile advertisements. They attract the attention, and thus are gladly used during various promotional campaigns as well as in catering business.
A few years ago, also in Poland, you could hear about a shiny bar in Airstream caravan, which firstly stood in the historic part of Lublin, and later moved to the Palace of Culture and Science in Warsaw. The bar aroused a lot of emotions, because such "local" was far from being discreet, and not everyone enjoyed it.
Fortunately, Roka doesn’t intend to limit its offer only to gastro-trailers. The distributor, along with its dealers, who, until now, have been working only in Italy and the UK, intend to develop a common strategy for the development of the dealer network in the rest of Europe. At the beginning, Roka wants to focus on Belgium, the Netherlands, France and Scandinavia.
Currently, on the Airstream Europe website, we can find the offer of three caravans designed for travelling. Model 534 is 6.8 meters long and can sleep 4 people. There are also caravans 604 and 684 with a length of - respectively – 7,6 and 8,25 m.
Roka wants to conquer the caravanning market and a good proof of that is the fact that they intend to put up for sale a motorhome based on Mercedes Sprinter.
A bit of history...
Airstream is probably the oldest manufacturer of caravans in the United States. It all started when Wally Baym, a lawyer, in 1920 built a caravan in his backyard. He used the chassis of Ford T for the construction. Inside he mounted an ice bucket (equivalent of the refrigerator) and an oil furnace.
He presented his work in one of the newspapers. The response was huge, and then Baym began to sell brochures where one could learn about self-constructed caravans. And again, success! The constructor priced his little book for only 1 dollar per copy, but he sold over 15,000 brochures!
At the same time, Baym’s friends insisted that he should also built caravans for them. He couldn’t refuse, so he spent every day on building next vehicles. However, the pleasure he had from his work was disturbed by his neighbors, who didn’t like the noise coming out of his backyard. One day, the designer upset by neighbors, just went out and rented a building. And there he started a mass production of the caravans.
Aluminum caravan with an aerodynamic shape was created in 1930. Since then, the appearance of Aistream caravans hasn’t changed too much. To this day, the vehicles of the brand are distinguished by aluminum, slightly rounded walls. But the interior has changed beyond recognition, and currently looks simply luxurious.
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