Highway Trailer Sales

What Highway Trailer Sales does

Highway Trailer Sales is a family-owned new and used recreational vehicle (RV) dealership operating from a single location at 3250 Ward Drive NE, Salem, Oregon, just off Interstate 5 at Exit 258. Founded in 1973 by George and Doris Rohner in a former 900-square-foot Texaco gas station, the business is currently owned by their daughter Terri Kirschner and son-in-law Roger Kirschner, who together have over 39 years of combined industry experience. The company sells travel trailers, fifth wheels, toy haulers, destination trailers, truck campers, and Class C motorhomes manufactured by Forest River, Keystone, Lance, Dutchmen, Alliance RV, and Thor Motor Coach, with advertised unit prices ranging from approximately $16,999 to over $80,000.

The dealership is built around an integrated service ecosystem that bundles vehicle sales with in-house financing (multi-step online credit application routed to lender partners), a 5-bay factory-trained service and repair department (the only TRUMA-certified service center in Salem), a stocked parts and accessories department carrying Reese, TorkLift, Happijac, Firestone, and Tekonsha products, and a consignment program for owners selling existing RVs. Marketing is multi-channel, combining a content website, Facebook presence, RVUSA marketplace syndication, email lists, and customer testimonial programs.

The company has approximately 16 staff members organized into sales, parts, service, finance, management, and detail departments, and operates on a transactional retail model with no subscription, recurring, or contracted revenue streams. There is no institutional investment, parent company, or external funding; the business has remained under continuous family control for over five decades. Revenue, profit, and unit-volume figures are not publicly disclosed, and the firm's geographic reach is concentrated in the Salem-area Pacific Northwest market.

Name

Highway Trailer Sales

Legal name

Highway Trailer Sales

Website

https://hwytrailersales.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Highway Trailer Sales is a family-owned RV dealership in Salem, Oregon, founded in 1973, selling new and used recreational vehicles from Forest River, Keystone, Lance, and Dutchmen alongside financing, service, parts, and consignment services.

Ownership category

akta.pro rank

Headquarters

HQ city

Salem

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. RV Sales: Primary revenue from selling both new and pre-owned recreational vehicles including travel trailers, fifth wheels, truck campers, destination trailers, and toy haulers.
2. Financing Services: RV financing services helping customers secure loans for purchases, including online credit applications.
3. Service and Repair: RV service department offering repairs, maintenance, warranty work, and accessory installation.
4. Parts and Accessories: Sale of RV parts, accessories, and towing equipment from Reese, TorkLift, Happijac, Firestone, Tekonsha, and other manufacturers.
5. Consignment: Sell or consign RV service allowing customers to sell their existing RVs through the dealership.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Highway Trailer Sales is a family-owned RV dealership in Salem, Oregon that sells new and pre-owned recreational vehicles from manufacturers including Forest River, Keystone, Lance, and Dutchmen, covering travel trailers, fifth wheels, toy haulers, destination trailers, and truck campers. The dealership complements vehicle sales with in-house financing, factory-trained service and repair (including the only TRUMA Service Center in Salem), a stocked parts and accessories department, an online tow guide calculator, and a consignment/sell-your-RV program.

Product overview

Highway Trailer Sales is a family-owned RV dealership (est. 1973) operating as a single-location dealer in Salem, Oregon. The company sells a curated portfolio of new and pre-owned recreational vehicles sourced from major manufacturers — Forest River (Cherokee, Wolf Pup, Grey Wolf, No Boundaries Beast Mode, R-Pod, Surveyor Legend), Keystone (Cougar, Hideout Sport, Passport, Montana, Montana High Country, Walkabout, Reign), Lance (travel trailers and truck campers), and Dutchmen (Aspen Trail). The product portfolio spans travel trailers, fifth wheels, toy haulers, destination trailers, and truck campers. These vehicle brands are organized as sub-brands within the dealer inventory, each offering multiple floorplan configurations. The dealer complements vehicle sales with integrated service modules: in-house financing (credit application with lender network), factory-trained service and repair (including the only TRUMA Service Center in Salem), a stocked parts and accessories department (featuring towing equipment from Reese, TorkLift, Happijac, Firestone Ride-Rite, and Tekonsha), an online RV Tow Guide calculator, and a sell/consign program. The business functions as a dealer ecosystem where vehicle sales are supported by these interlocking service offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• New RV Sales Sale of new recreational vehicles from brands such as Forest River (Cherokee, Wolf Pup, Grey Wolf, No Boundaries Beast Mode, R-Pod, Surveyor Legend), Keystone (Cougar, Hideout Sport, Passport, Montana, Montana High Country, Walkabout, Reign), Lance (travel trailers and truck campers), and Dutchmen (Aspen Trail). New units span travel trailers, fifth wheels, toy haulers, destination trailers, and truck campers, with MSRP pricing and significant dealer discounts. Targeted at individual RV buyers and families seeking recreational vehicles for camping, travel, and outdoor recreation.
• Used RV Sales Sale of pre-owned recreational vehicles including travel trailers and fifth wheels at various price points based on year, condition, and features. Targeted at value-oriented RV buyers and consumers seeking lower-cost entry into RV ownership.
• RV Financing Services Multi-step credit application and financing assistance connecting RV buyers with lending partners. Covers applicant information, housing, employment, co-applicant details, trade-in, and state consent, processing down payment and desired monthly payment. Targeted at individual RV buyers needing loan financing for their purchase.
• RV Service & Repair Factory-trained technician services including propane system diagnostics and repair, appliance repairs, plumbing, structural repairs, electrical troubleshooting, warranty service center work, and accessory installation. The only TRUMA Service Center in Salem, Oregon. Targeted at RV owners needing maintenance, repairs, warranty work, and accessory installation.
• RV Parts & Accessories Sale of parts and accessories for popup trailers, travel trailers, and fifth wheels, including towing equipment from Reese, TorkLift, Happijac, Firestone Ride-Rite air bags, and Tekonsha brake controllers. Orders available by phone, in person, or via parts request form. Targeted at RV owners needing replacement parts, towing equipment, or accessories.
• Consignment / Sell Your RV Program allowing customers to sell or consign their existing RV through the dealership. Collects vehicle details, condition, payoff amount, lienholder information, and options/accessories. Targeted at RV owners looking to sell or trade their existing units through the dealership.

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• RVUSAminorGTM or Marketing PartnerProud Member of RVUSA, providing online visibility and marketplace listing for the dealership's inventory.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Keystone RV: Major RV manufacturer whose brands (Cougar, Hideout, Passport, Montana, Walkabout) are core to Highway's portfolio; comparable as an upstream supplier that shapes dealer margins and brand allocation.
• Forest River Inc. Major RV manufacturer whose brands (Cherokee, R-Pod, Surveyor, No Boundaries) make up a large portion of Highway's inventory; upstream counterpart that controls supply and could influence dealer economics.

Direct peers

• Camping World Holdings: Largest US RV dealer network with 200+ locations selling new and used RVs plus service, parts, and financing. Directly comparable as a full-service RV retailer, but with national scale versus Highway's single site.
• Lazydays RV: Multi-state RV dealer chain offering new/used RVs, service, and financing; same business model as Highway Trailer Sales but operating at materially larger scale.
• General RV Center: Family-owned (since 1962) RV dealer group with locations across the Midwest, Mid-Atlantic, and Southeast. Closely comparable as a multi-generation family RV retailer with full service, parts, and financing.
• Bish's RV: Family-owned RV dealer chain operating across multiple states; directly comparable as a multi-location family-operated RV retailer with similar Forest River and Keystone brand mix.
• National Indoor RV Centers (NIRVC): Multi-state RV dealer network focused on premium diesel pushers and high-end RVs; comparable as a full-service RV retailer with indoor showrooms and dedicated service facilities.
• MHS RV: Family-owned RV dealer group in the Midwest; comparable as a multi-location family-operated RV retailer offering sales, service, parts, and financing.
• Holiday World RV: Multi-location RV dealer chain operating across Texas and the Southeast; comparable as a regional full-service RV retailer with service, parts, and financing.

Regional players

• Skyline RV: RV dealer serving the Pacific Northwest; comparable as a regional competitor offering new and used RVs plus service in a similar geography to Highway Trailer Sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HighwayTrailerSales
• LinkedInlinkedin.com/company/highway-trailer-sales-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Highway Trailer Sales