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RVBusiness staff unanimous choice for "Best of Show" was Thor Motor Coach's A.C.E. Class A motorhome. In our view, the A.C.E. an acronym for "Class A & C Evolution" is a prime example of a post-recessionary motorhome that addresses the changing tastes and wallets of American consumers yet retains in the process a degree of style, dignity and even a touch of class, stated RVBusiness Publisher Sherman Goldenberg.
Bottom line, the A.C.E., designed on a 16,000-pound GVWR, gas-fueled Ford chassis to combine the best attributes of Class A and C motorhomes, is a sharp-looking, kid-friendly, entry-level coach with full body paint, electric jacks, rear-view camera, kitchen slides, optimal storage, pet-friendly accoutrements and an electric drop-down cockpit bed that retails for under $80,000.

"The ACE is a real neat project," added Fenech. "It started out as an entry-level motorhome. We wanted to get into that price segment even more than we were. We wanted to be aggressive. So, instead of just coming out with a price piece that is just another me-too motorhome, we looked at the market a little differently. We looked at the Class A and Class C markets, and there are some advantages to both products for the buyer. We looked at the two, hence the name A.C.E. "A & C Evolution."
Floorplan, eye appeal and price are the key ingredients that appeal to the retail buyers, said Fenech, and the A.C.E. was designed with those three priorities in mind.
Consistent with a market that in some cases has consumers looking for smaller vehicles, the A.C.E. is a relatively short 29 feet, 7 inches, in length shorter than some Class C motorhomes yet it offers 84-inch headroom.
The cockpit tends to appeal to more of a Class C buyer, with a moderate exterior eyebrow in a front cap that houses an overhead front bunk and smaller windshield with an integrated visor that, according to Fenech, limits distracting direct sunlight and heat. "Women are saying that this doesn't feel as overwhelming as a big bus," says Fenech.
In addition, drivers can check out the coach's passenger side with a uniquely placed floor line window while a large conversation mirror above the driver's seat affords a good view of the living space.
Storage capacities, on the other hand, lean more toward the traditional Class A, with exterior "mega-storage" including a relatively huge rear curb-side compartment.
Major passenger-side basement storage compartments are located under the patio awning, while noisy heat-generating appliances are located on the driver's side of the coach away from the activities. Campsite hookups are situated on the driver's side rear of the coach.
Incorporated in the entry step is a storage drawer and toolbox for keeping tools, gloves and other RV gear without having to track through the coach, and there's a broom and coat closet at the entry door in addition to a "Motorhome Mud Room" at the main entrance door for dirty shoes and gear.
In the final analysis, however, the fact that the A.C.E. is inordinately pet-friendly with an "integrated tiedown" for dogs outside plus an inside "Kibble Station" for feeding pets was the icing on the cake in opting to name Thor's A.C.E. "Best of Show."
"We tried to do a price leader coach before," added Fenech, "but we could never get it right. Everything we put in this coach, we did for a reason. Every single dollar we spent or dollar we took out, we did it for a reason."
Bill Fenech, President of Damon Motor Coach and Four Winds International, announced a strategic plan to consolidate the operations of Damon and Four Winds to form Thor Motor Coach. Today, Damon and Four Winds combined are the # 1 retail selling motorhome in the industry. (Statistical Surveys, ytd through June, 2010). This consolidation is a natural progression of bringing these two companies together to form one company to maintain this market leading position.
Fenech reaffirmed the reasons for the consolidation: The most motivating reason for this consolidation was to help our dealers and retail customers by building incredible brands supported by a strong name. This new structure will help us to leverage the Thor name, which is known for its strength and stability, while allowing us to better focus on our value oriented individual brands. Developing hot, innovative products through intense dealer and retail customer feedback is critical to our success and will continue to drive how we do business and will only improve with this increased focus. Damon and Four Winds were always lean operations but this consolidation will help to make Thor Motor Coach even leaner, driving our costs down which we will pass on to our dealers and retail customers. Product development and sales will be structured for maximum product and dealer focus by dividing up the Thor Motor Coach brands into three separate sales and product development groups, gasoline Class A's, Class C's and Diesels. Dana Simon, a 20 year veteran of Four Winds, will be the Vice President and General Manager of the gas Class A and Class C brands which include Hurricane, Windsport, Daybreak, Challenger, Four Winds and Chateau. Matt Thompson, a 7 year veteran of Damon, will be the Vice President and General Manager of the Diesel brands which include the Serrano, Avanti,
This is absolutely the best move to better serve our dealers and retail customers. We are truly a great company to work with. We always put our dealers and customers before ourselves. I personally believe our customer service and parts are among the best in the industry, said Matt Thompson.
With the accumulated efforts of our excellent employees from both divisions I'm sure we will provide the best products and services to our loyal dealers and retail customers. We have made fantastic strides in our quality, and I feel our quality ranks up there with higher priced products. time for all of us; especially our dealers, said Dana Simon.
Damon Motor Coach and Four Winds International and now Thor Motor Coach are part of Thor Industries, Inc. Jackson Center, OH (NYSE: THO) the world?s largest manufacturer of recreational vehicles.