General RV Center
General RV Center is the nation's largest family-owned RV dealer, operating 11 supercenter locations across 10 U.S. states with 3,000+ units of inventory and 600+ service bays, serving individual RV buyers with sales, financing, insurance, service, parts, and storage.
- Company typePrivate
- Founded1957
- HeadquartersWixom, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What General RV Center does
General RV Center is a privately held, family-owned recreational vehicle dealership founded in 1957 and headquartered in Wixom, Michigan. The company operates as a multi-state supercenter retailer, currently running 11 locations across at least 10 U.S. states — Michigan, Florida, Illinois, Ohio, Utah, Virginia, Pennsylvania, North Carolina, Arizona, and Colorado — each combining new and used RV sales, parts and accessories, repair and maintenance service, seasonal storage, and winterization under one roof.
The product portfolio spans the full RV spectrum: towables (travel trailers, fifth wheels, toy haulers, pop-up and teardrop campers, destination trailers) and motorized units (Class A, B, and C motorhomes). Inventory exceeds 3,000 units across more than 55 manufacturer brands, including flagship relationships with Airstream, Winnebago, Thor Motor Coach, Grand Design, Keystone, Jayco, Forest River, Newmar, Tiffin, and Entegra Coach. Pricing ranges from under $10,000 for entry-level units to above $70,000 for luxury motorhomes, with financing-supported monthly payments from under $120 to above $300. The service network includes more than 600 service bays.
Revenue is generated through seven streams: new RV sales, used RV sales (including trade-ins and consignment), parts and accessories, repair and maintenance services, in-house financing, insurance referral partnerships, and seasonal storage. Ancillary recurring services — storage, winterization, and ongoing maintenance — extend revenue capture across the ownership lifecycle. The company markets through its website (inventory browsing, towing-capacity tools, loan calculator), blog content, email/newsletter, and organic social, while sales are executed through physical showrooms and an e-commerce storefront supported by a mobile app for service scheduling.
General RV Center firmographics
Firmographics- Name
- General RV Center
- Legal name
- General RV Center, Inc.
- Website
- https://generalrv.com
- Company type
- Private
- Founded year
- 1957
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- General RV Center is the nation's largest family-owned RV dealer, operating 11 supercenter locations across 10 U.S. states with 3,000+ units of inventory and 600+ service bays, serving individual RV buyers with sales, financing, insurance, service, parts, and storage.
- Ownership category
- akta.pro rank
General RV Center industry classification
Industry- Product category
- RV Dealership
- NAICS
- Recreational Vehicle Dealers (44121), Recreational Vehicle Dealers (441210)
- SIC
- Retail-Mobile Home Dealers (5271)
- akta.pro primary industry
- Motorhome / RV Rentals (Class A & Class C) (THADAIAB)
- akta.pro secondary industries
- Campervan Rentals (Class B / Converted Vans) (THADAIAA), Towable RV Rentals (Travel Trailers, Fifth Wheels, Pop-Up Campers) (THADAIAC), Luxury / Premium RV & Motorhome Rentals (THADAIAG), Recreational Vehicle (RV) Finance (FSAKADAF)
Keywords
Where General RV Center is headquartered
LocationHeadquarters
- HQ city
- Wixom
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
General RV Center business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others
Revenue model
- New RV Sales: Sale of new recreational vehicles including travel trailers, fifth wheels, motorhomes (Class A, B, C), toy haulers, and specialty campers from manufacturer partners.
- Used RV Sales: Sale of pre-owned recreational vehicles including trade-ins and consignment units.
- RV Parts and Accessories: Sale of RV parts, accessories, and supplies includingDometic, Camco, Star Brite, and other aftermarket products.
- RV Service and Repair: Repair services, winterization, routine maintenance, and mobile app scheduling for service appointments.
- RV Financing: In-house financing assistance and loan calculator tools to help customers secure RV loans.
- RV Insurance: Referral partnerships with insurance providers for RV coverage.
- RV Storage: Seasonal storage services at dealership locations for customer RVs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Under $10,000 - Entry-level/Campers |
| Unit Pricing | Pay-as-you-go | $10,000 - $40,000 - Mid-range |
| Unit Pricing | Pay-as-you-go | $40,000 - $70,000 - Premium |
| Unit Pricing | Pay-as-you-go | Above $70,000 - Luxury |
| Subscription | Monthly | Monthly Payment Options |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
General RV Center product offering
Product offeringCore offering
General RV Center is a multi-state RV retailer that sells new and used recreational vehicles, including travel trailers, fifth wheels, toy haulers, pop-up and teardrop campers, destination trailers, and Class A, B, and C motorhomes from over 50 manufacturers. It complements vehicle sales with in-house financing assistance, RV insurance referrals, parts and accessories, repair and winterization services across more than 600 service bays, and seasonal RV storage at its supercenter locations.
Product overview
General RV Center is the nation's largest family-owned RV dealer offering a comprehensive portfolio of recreational vehicles across multiple categories and over 55 branded manufacturers. The product lineup includes towable units (Travel Trailers, Fifth Wheels, Toy Haulers, Pop-Up Campers, Teardrop Campers, Destination Trailers) and motorized RVs (Class A, Class B, and Class C Motorhomes), spanning budget-friendly options under $10,000 to luxury units above $70,000. Featured brands include Airstream, Winnebago, Thor Motor Coach, Grand Design, Keystone, Forest River, Jayco, Tiffin, Fleetwood, Entegra Coach, and Newmar. Beyond vehicle sales, the company offers integrated services including RV repair/maintenance, financing, insurance, parts/accessories, seasonal storage, and winterization services at their Supercenters with over 600 service bays across seven states.
Differentiator
Problem solved
Functional benefit
Products and services
- Travel Trailers Towable RV units pulled behind a vehicle, offering affordable and convenient camping with various floor plans and amenities. Sold to individual consumers shopping the towable category.
- Fifth Wheels Large towable RVs that connect to a hitch in the bed of a pickup truck, providing spacious living quarters for extended camping trips. Sold to individual consumers seeking premium towable living.
- Toy Haulers RVs with a rear garage area designed to transport motorcycles, ATVs, or other recreational vehicles and equipment. Sold to recreation-focused consumers.
- Class A Motorhomes Motorized RVs resembling buses with luxurious amenities, offering the most spacious living accommodations on the road. Sold to consumers seeking premium, full-feature motorhomes.
- Class B Motorhomes Compact motorized RVs built on van chassis, offering maneuverability and fuel efficiency for travel enthusiasts. Sold to consumers seeking agile, van-based RVs.
- Class C Motorhomes Motorized RVs built on truck chassis with a distinctive over-cab sleeping area, balancing size and functionality. Sold to consumers seeking a mid-size motorized RV.
- Pop-Up Campers Collapsible lightweight trailers that expand at the campsite, ideal for occasional campers seeking affordable towing options. Sold to entry-level and budget-conscious buyers.
- Teardrop Campers Compact lightweight trailers with a distinctive aerodynamic shape, designed for towing by fuel-efficient vehicles. Sold to consumers seeking small, fuel-efficient towables.
- Destination Trailers Extended-stay RVs designed for long-term camping with residential-style features and construction. Sold to consumers seeking semi-permanent RV living.
- RV Repair & Service Professional RV maintenance and repair services at service centers across multiple states, including routine maintenance, diagnostics, and repairs. Provided to RV owners at General RV supercenter locations.
- RV Financing Financing options for RV purchases, leveraging the dealership's size and lender relationships to help customers secure RV loans. Includes an online credit application and loan calculator. Provided to RV buyers at point of purchase.
- RV Insurance Insurance partner referrals providing RV coverage options for customers purchasing or financing RVs through the dealership. Provided to RV buyers via partner insurers.
- RV Parts & Accessories Extensive inventory of RV parts and accessories including Dometic, Camco, and Star Brite aftermarket products available at dealership parts departments and online. Sold to RV owners and enthusiasts.
- RV Storage Seasonal storage facilities at dealership locations for customer RVs during off-season periods. Provided to RV owners nationwide.
- RV Winterization Professional winterization services to prepare RVs for cold-weather storage, executed across more than 600 service bays in seven states. Provided to RV owners preparing units for winter.
Companies that use General RV Center
Customer profileSegments4 records
Ideal customer profiles3 records
General RV Center technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
General RV Center partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and major.
- AirstreamcoreExclusive dealer partnership for Airstream travel trailers and motorhomes, a premium luxury RV brand known for iconic aluminum construction
- WinnebagocoreAuthorized dealer for Winnebago motorhomes and towables, one of the most recognized names in the RV industry
- Thor Motor CoachcoreAuthorized dealer for Thor Motor Coach Class A, B, and C motorhomes including popular brands like Four Winds and Hurricane
- Grand DesigncoreAuthorized dealer for Grand Design travel trailers and fifth wheels including popular models like Imagine and Solitude
- KeystonecoreAuthorized dealer for Keystone RV products including Springdale, Alpine, Fuzion, and other popular travel trailer and fifth wheel lines
- JaycocoreAuthorized dealer for Jayco travel trailers, fifth wheels, and motorhomes including the popular Jayflight and Eagle lines
- NewmarmajorAuthorized dealer for Newmar luxury motorhomes including Class A diesel pushers and Class C motorhomes
- TiffinmajorAuthorized dealer for Tiffin motorhomes including Allegro, Phaeton, and Zephyr luxury Class A motorhomes
- Forest RivercoreAuthorized dealer for Forest River products including Berkshire, Berkshire XLV, Georgetown, and Coachmen lines
- Entegra CoachmajorAuthorized dealer for Entegra Coach luxury motorhomes including the Aspire, Reatta, and Cornerstone Class A models
- American CoachmajorExclusive dealer partnership for American Coach luxury diesel motorhomes including the Revolutions, Eagle, and Patriot
- RV Insurance PartnerscoreInsurance referral partnerships providing RV insurance coverage options for customers purchasing or financing RVs
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
General RV Center competitors and assessment
Company assessmentBroad incumbents
- Forest River: Largest RV manufacturer by unit volume and a major General RV partner across multiple brands; represents a concentrated supplier relationship with potential forward integration risk into retail.
- Airstream: Iconic premium RV manufacturer with an exclusive General RV dealer partnership; a key partnership moat but also a concentration risk if the relationship or Airstream's go-to-market strategy changes.
- Winnebago Industries: Major RV manufacturer and current General RV partner that also operates its own dealership group; represents both a key partnership and a forward-integration competitive threat in the RV retail channel.
- Thor Industries: World's largest RV manufacturer and key General RV partner through Thor Motor Coach and other subsidiaries; a concentrated supply relationship and potential direct-to-consumer competitive vector.
Emerging players
- Outdoorsy: Peer-to-peer RV rental marketplace serving RV-interested consumers without ownership commitment - an emerging alternative model that could dampen demand for new RV purchases over time.
- Cruise America: Largest RV rental company in North America serving the same target customer base (RV enthusiasts) through a rental model rather than ownership - an adjacent demand channel that could substitute for new-RV sales in soft markets.
Direct peers
- Camping World Holdings: Largest publicly-traded RV dealer in North America operating ~200+ supercenter locations with new/used RV sales, service, parts, and accessories - the closest direct comparable to General RV's full-service supercenter model.
- RV Retailer: Private-equity-backed multi-state RV dealer group operating 60+ locations using the same supercenter format with sales, service, parts, and storage; the most direct private competitor to General RV's scale and footprint strategy.
- Blue Compass RV: Rapidly expanding multi-state RV dealer group operating 100+ locations under a full-service supercenter model with sales, service, parts, and F&I - a comparable scale challenger pursuing similar geographic diversification.
- Lazydays RV: Publicly-traded RV dealer with supercenter locations across the Sunbelt offering full-service RV sales, service, financing, and parts under a business model closely aligned with General RV's integrated retail approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
General RV Center social profiles
Digital presenceGeneral RV Center financial estimates
Financial estimateRevenue estimate
Valuation estimate
General RV Center leadership team
Management profileNumber of profiles
General RV Center funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
General RV Center M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about General RV Center
What does General RV Center do?
General RV Center is a multi-state RV retailer that sells new and used recreational vehicles, including travel trailers, fifth wheels, toy haulers, pop-up and teardrop campers, destination trailers, and Class A, B, and C motorhomes from over 50 manufacturers. It complements vehicle sales with in-house financing assistance, RV insurance referrals, parts and accessories, repair and winterization services across more than 600 service bays, and seasonal RV storage at its supercenter locations.
Is General RV Center a public or private company?
General RV Center is a private company. It is classified as family owned and is currently operating.
When was General RV Center founded?
General RV Center was founded in 1957. It employs 5,001 to 10,000 people.
Where is General RV Center based?
General RV Center is headquartered in Wixom, United States, in the North America region.
How does General RV Center make money?
Seven revenue lines are on record. New RV Sales are the primary driver. The others are used RV Sales, RV Parts and Accessories, RV Service and Repair, RV Financing, RV Insurance and RV Storage.
Who are General RV Center's main competitors?
Broad incumbents on record are Forest River, Airstream, Winnebago Industries and Thor Industries. Emerging players are Outdoorsy and Cruise America. Direct peers are Camping World Holdings, RV Retailer, Blue Compass RV and Lazydays RV.
Does General RV Center have an API?
No public API is recorded for General RV Center.
What industry is General RV Center in?
General RV Center's product category is RV Dealership. Its primary akta.pro industry code is THADAIAB, Motorhome / RV Rentals (Class A & Class C), with a secondary code of THADAIAA, Campervan Rentals (Class B / Converted Vans). Its NAICS code is 44121 and its SIC code is 5271.