General RV Center

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.

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

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

• Recreational vehicle dealer
• New RV sales
• Used RV sales
• RV service center
• RV parts and accessories

Headquarters

HQ city

Wixom

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. 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.
2. Used RV Sales: Sale of pre-owned recreational vehicles including trade-ins and consignment units.
3. RV Parts and Accessories: Sale of RV parts, accessories, and supplies includingDometic, Camco, Star Brite, and other aftermarket products.
4. RV Service and Repair: Repair services, winterization, routine maintenance, and mobile app scheduling for service appointments.
5. RV Financing: In-house financing assistance and loan calculator tools to help customers secure RV loans.
6. RV Insurance: Referral partnerships with insurance providers for RV coverage.
7. RV Storage: Seasonal storage services at dealership locations for customer RVs.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core 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.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and major.

• AirstreamcoreChannel Partner/ Reseller/ DistributorExclusive dealer partnership for Airstream travel trailers and motorhomes, a premium luxury RV brand known for iconic aluminum construction
• WinnebagocoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Winnebago motorhomes and towables, one of the most recognized names in the RV industry
• Thor Motor CoachcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Thor Motor Coach Class A, B, and C motorhomes including popular brands like Four Winds and Hurricane
• Grand DesigncoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Grand Design travel trailers and fifth wheels including popular models like Imagine and Solitude
• KeystonecoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Keystone RV products including Springdale, Alpine, Fuzion, and other popular travel trailer and fifth wheel lines
• JaycocoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Jayco travel trailers, fifth wheels, and motorhomes including the popular Jayflight and Eagle lines
• NewmarmajorChannel Partner/ Reseller/ DistributorAuthorized dealer for Newmar luxury motorhomes including Class A diesel pushers and Class C motorhomes
• TiffinmajorChannel Partner/ Reseller/ DistributorAuthorized dealer for Tiffin motorhomes including Allegro, Phaeton, and Zephyr luxury Class A motorhomes
• Forest RivercoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Forest River products including Berkshire, Berkshire XLV, Georgetown, and Coachmen lines
• Entegra CoachmajorChannel Partner/ Reseller/ DistributorAuthorized dealer for Entegra Coach luxury motorhomes including the Aspire, Reatta, and Cornerstone Class A models
• American CoachmajorChannel Partner/ Reseller/ DistributorExclusive dealer partnership for American Coach luxury diesel motorhomes including the Revolutions, Eagle, and Patriot
• RV Insurance PartnerscoreOthersInsurance referral partnerships providing RV insurance coverage options for customers purchasing or financing RVs

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad 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

• Facebookfacebook.com/generalrvcenter
• Xx.com/generalrvcenter
• LinkedInlinkedin.com/company/general-rv-center

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about General RV Center