VR Soulière
VR Soulière is a privately held Quebec-based RV dealership group operating five physical branches across the province, selling new and used recreational vehicles from 50+ manufacturer brands alongside in-house financing, parts, and certified service with mobile campground units.
- Company typePrivate
- Founded2005
- HeadquartersSherbrooke, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What VR Soulière does
VR Soulière is a privately held Quebec-based recreational vehicle dealership group operating under the legal entity Groupe VR Soulière Inc. Founded in 2005 by Éric Soulière, the company has grown from a single location to five physical dealership branches spanning Lanoraie, Lavaltrie, Sherbrooke, Québec (L'Ange-Gardien), and Baie-Saint-Paul. It sells new and pre-owned recreational vehicles across eight product categories — travel trailers, fifth wheels, cargo trailers, park model RVs, motorhomes, truck campers, tent trailers, and hybrid trailers — sourced from more than 50 manufacturer brands including Jayco, Forest River, Keystone, Grand Design, and Coachmen. Inventory depth exceeds 873 vehicles across the network.
The business operates a full-stack retail model that extends beyond vehicle sales: each branch supports an in-house financing department, a parts and accessories store, and a certified service and repair facility, with mobile service units that travel to campgrounds throughout Quebec to service stationary RVs. The company also runs a dedicated Zone Liquidation channel and a DIY/Bricoleur category for project vehicles, and is a member of the RV Care cross-Canada dealer network (80+ independent dealers) which provides emergency support to traveling customers. Marketing is conducted through a French-language Magento-based e-commerce site with branch-level inventory filtering, supplemented by Facebook, Instagram, YouTube presence, and participation in major Quebec RV trade shows.
In summer 2024, founder Éric Soulière ceded leadership to the next generation, with Samuel Hénault assuming the President-Director General role as majority shareholder and David MacIntosh becoming Vice President of Sales and Infrastructure; both are 10+ year company veterans. The company serves exclusively individual consumer buyers in the Quebec market — families, couples, and outdoor enthusiasts — with no enterprise, fleet, or commercial customer base. Revenue is generated entirely through transactional vehicle sales, parts and accessories sales, service fees, and financing activities, with no subscription, recurring, or software-based revenue streams.
VR Soulière firmographics
Firmographics- Name
- VR Soulière
- Legal name
- Groupe VR Soulière Inc.
- Website
- https://vrsouliere.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- VR Soulière is a privately held Quebec-based RV dealership group operating five physical branches across the province, selling new and used recreational vehicles from 50+ manufacturer brands alongside in-house financing, parts, and certified service with mobile campground units.
- Ownership category
- akta.pro rank
VR Soulière industry classification
Industry- Product category
- Recreational Vehicle Dealership
- NAICS
- Recreational Vehicle Dealers (44121)
- SIC
- Motor Homes (3716)
- akta.pro primary industry
- Recreational Vehicle (RV) Bodies & Towables Manufacturing (IMACAGAJ)
- akta.pro secondary industry
- Recreational Vehicle (RV) Finance (FSAKADAF)
Keywords
Where VR Soulière is headquartered
LocationHeadquarters
- HQ city
- Sherbrooke
- HQ country
- Canada
- HQ region
- North America
Offices5 records
Markets served
VR Soulière business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- New RV Sales: Sale of new recreational vehicles including travel trailers, fifth wheels, park models, motorhomes, truck campers, and tent trailers from manufacturers such as Jayco, Forest River, Keystone, Grand Design, and others.
- Used RV Sales: Sale of pre-owned recreational vehicles through dedicated used inventory.
- Parts and Accessories: Sale of RV parts and accessories including awnings, covers, towing accessories, plumbing, electrical components, hardware, propane accessories, and maintenance products.
- Service and Repair: Certified technicians provide repair services for RVs, including mobile service units that travel to campgrounds throughout Quebec.
- Financing Services: In-house financing department assists customers with loans for new and used RV purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New recreational vehicles - various manufacturers and models |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
VR Soulière product offering
Product offeringCore offering
VR Soulière is a multi-location recreational vehicle (RV) dealership selling new and used RVs across eight categories (travel trailers, fifth wheels, cargo trailers, park models, motorhomes, truck campers, tent trailers, and hybrid trailers) from manufacturers such as Jayco, Forest River, Keystone, and Grand Design. The company supports vehicle sales with in-house financing, a certified parts and service department (including mobile service units that travel to campgrounds), and a parts and accessories retail operation. All operations are delivered through five owned branch locations across Quebec.
Product overview
VR Soulière is a Quebec-based recreational vehicle (RV) dealership — not a single unified software product, but a multi-location retail and service business. Its core offering is the sale, financing, service, and parts supply for a broad portfolio of recreational vehicles. The product portfolio spans 8 distinct RV categories: travel trailers (Roulotte de voyage), fifth-wheel trailers (Caravanes à sellette), cargo trailers (Roulotte cargo), park model RVs (Roulotte de parc), motorhomes (Motorisé), truck campers (Caravane portée), tent trailers (Tente-roulotte), and hybrid trailers (Roulotte hybride). These vehicles are sourced from over 50 manufacturer brands (Jayco, Forest River, Keystone, Grand Design, Coachmen, Palomino, and many more) and are distributed across 5 physical branch locations in Quebec (Lanoraie, Lavaltrie, Sherbrooke, Québec, and Baie-Saint-Paul). Supporting the vehicle sales, the company operates three ancillary service divisions: a Parts and Accessories department (Pièces et Accessoires), a certified Service and Repair department with mobile units, and an in-house Financing department. The company also operates an online inventory platform with browsing, filtering, and search capabilities across all branches.
Differentiator
Problem solved
Functional benefit
Products and services
- Travel Trailers (Roulotte de voyage)
Companies that use VR Soulière
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles1 record
VR Soulière technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
VR Soulière partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- RV CarecoreRV Care is a network of over 80 independent RV dealers across Canada. VR Soulière is a member of this network, providing customers with emergency services across Canada when traveling. Customers who purchase new or used RVs from VR Soulière receive FREE services through the RV Care program, which has over 24 years of experience and trust in supporting camping enthusiasts.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
VR Soulière competitors and assessment
Company assessmentDirect peers
- Camping World Holdings: The largest US RV retailer with hundreds of locations nationwide, offering new and used RV sales, parts, service, and financing. Closely comparable to VR Soulière's multi-location dealership approach with similar product breadth and integrated service offerings.
- Lazydays Holdings: Major US RV dealership chain specializing in new and used RV sales, service, and financing across multiple locations. Comparable to VR Soulière in core business model of multi-brand RV retail with integrated service and parts operations.
- General RV Center: One of the largest family-owned RV dealership chains in the US with multiple supercenters across several states, offering sales, service, parts, and financing. Comparable to VR Soulière as a multi-location, family-affiliated RV retailer with similar product breadth and operating approach.
- RV One Superstores: Multi-location US RV dealership chain offering new and used RV sales, parts, service, and financing. Comparable to VR Soulière in business model, product categories, and multi-store operations.
- McClain's RV Superstores: Family-owned US RV dealer with multiple locations in Oklahoma and Texas offering new and used RV sales, parts, service, and financing. Comparable to VR Soulière in family ownership, multi-location strategy, and integrated service offerings.
- Paul Evert's RV Country: Pacific Northwest US RV dealership chain with multiple locations offering new and used RV sales, parts, service, and financing. Comparable to VR Soulière in multi-location strategy and integrated service model.
Regional players
- Fraserway RV: Canadian RV dealer and rental company with multiple locations across Canada, offering sales, service, parts, and rentals. Comparable to VR Soulière in Canadian geographic focus, multi-location model, and integrated service offerings, but operates nationally rather than in a single province.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
VR Soulière social profiles
Digital presenceVR Soulière financial estimates
Financial estimateRevenue estimate
Valuation estimate
VR Soulière leadership team
Management profileNumber of profiles
Profiles12 records
VR Soulière funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VR Soulière M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VR Soulière
What does VR Soulière do?
VR Soulière is a multi-location recreational vehicle (RV) dealership selling new and used RVs across eight categories (travel trailers, fifth wheels, cargo trailers, park models, motorhomes, truck campers, tent trailers, and hybrid trailers) from manufacturers such as Jayco, Forest River, Keystone, and Grand Design. The company supports vehicle sales with in-house financing, a certified parts and service department (including mobile service units that travel to campgrounds), and a parts and accessories retail operation. All operations are delivered through five owned branch locations across Quebec.
Is VR Soulière a public or private company?
VR Soulière is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was VR Soulière founded?
VR Soulière was founded in 2005. It employs 11 to 50 people.
Where is VR Soulière based?
VR Soulière is headquartered in Sherbrooke, Canada, in the North America region.
How does VR Soulière make money?
Five revenue lines are on record. New RV Sales are the primary driver. The others are used RV Sales, parts and Accessories, service and Repair and financing Services.
Who are VR Soulière's main competitors?
Direct peers on record are Camping World Holdings, Lazydays Holdings, General RV Center, RV One Superstores, McClain's RV Superstores and Paul Evert's RV Country. Fraserway RV is listed as a regional player.
Does VR Soulière have an API?
No public API is recorded for VR Soulière.
What industry is VR Soulière in?
VR Soulière's product category is Recreational Vehicle Dealership. Its primary akta.pro industry code is IMACAGAJ, Recreational Vehicle (RV) Bodies & Towables Manufacturing, with a secondary code of FSAKADAF, Recreational Vehicle (RV) Finance. Its NAICS code is 44121 and its SIC code is 3716.