Auto-Sleepers Group

What Auto-Sleepers Group does

Auto-Sleepers Group Ltd is a UK-based manufacturer of luxury motorhomes and campervans, founded in 1961 and headquartered at Orchard Works, Willersey, near Broadway, Worcestershire. The company operates as a UK subsidiary of Trigano, Europe's largest motorhome and caravan manufacturer, employing over 350 staff across its manufacturing facility, Service Centre, and Parts and Accessories Hub. As a multi-stage type approval manufacturer, Auto-Sleepers takes base chassis from Fiat Professional (Ducato), Mercedes-Benz (Sprinter), and historically Ford (Transit Custom) and completes final-stage conversion into branded motorhomes and campervans. The product range spans two main vehicle categories — coachbuilt motorhomes (Broadway, Nuevo EK Plus, Bourton, Burford, Burford Duo) and van-conversion campervans (Symbol, Kingham, Warwick Duo, M-Star, plus the 2025 Fiat Active entry-level line: FL 635, FG 635, KB 635) — with prices ranging from approximately £69,749 to over £126,000.

The business generates revenue through three streams: (1) new vehicle sales distributed exclusively through a hand-picked authorized UK dealer network that includes the wholly-owned Marquis Leisure / Marquis Motorhomes group plus independents such as Simpsons, Destination Motorhomes, Dicksons of Perth, and Highhand Highland Campervans, with finance provided via Black Horse (Lloyds Banking Group); (2) aftermarket parts and accessories sold through the Willersey Parts and Accessories Hub; and (3) service, repair, and habitation servicing delivered via the Auto-Sleeper Service Centre. Customer segments are consumer-only, comprising couples and solo travelers (primary), families, and first-time buyers. Go-to-market combines a digital-first website with virtual tours and configurators, event-led demand capture (annual NEC Motorhome & Caravan Show in October), and post-sale community engagement through the Auto-Sleeper Owners Club (ASOC).

The technology stack is integration-heavy rather than proprietary: Truma CombiNeo combined heating/hot water systems (with iNet X app control) on Fiat models; Alde Compact 3030 PLUS on Mercedes models; 100Ah LiFePO4 leisure batteries; Glide-Rite semi-air suspension; wireless Apple CarPlay / Android Auto via 10-inch HD touchscreens; Mercedes MBUX and Ford SYNC 3 infotainment; and ESP/ESC, ABS, airbags, and lane-keeping from base vehicle manufacturers. The company holds consecutive NCC Manufacturer Approval Scheme 5-star ratings and operates a wholly-owned subsidiary structure (McLouis UK, Marquis Leisure, Marquis Motorhomes) under the Auto-Sleepers Group Ltd parent entity.

Name

Auto-Sleepers Group

Legal name

Auto-Sleepers Group Ltd T/A Auto-Sleeper Ltd

Website

https://auto-sleepers.com

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

101–250 employees

Short description

Auto-Sleepers Group is a UK-based manufacturer of luxury motorhomes and campervans founded in 1961, operating as a Trigano subsidiary. The company converts Fiat and Mercedes-Benz chassis into premium touring vehicles sold exclusively through an authorized UK dealer network.

Ownership category

akta.pro rank

Product category

Motorhome Manufacturing

NAICS

Motor Home Manufacturing (336213)

SIC

Motor Homes (3716)

akta.pro primary industry

Bus Body & Coachbuilder / Bus Body Assembly (IMACADAH)

Keywords

• Motorhome manufacturing
• Campervan conversions
• Leisure vehicles
• Coachbuilt motorhomes
• Van conversion campervans

Headquarters

HQ city

Broadway

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Motorhome and Campervan Sales: Primary revenue from manufacturing and selling new luxury motorhomes and campervans. Vehicles are sold exclusively through authorised dealer network at RRP. Includes Fiat-based, Mercedes-Benz-based, and Ford Transit Custom-based products.
2. Parts and Accessories: Parts and Accessories Hub next door to Service Centre sells genuine parts, upgrades, and accessories for motorhomes and campervans. Includes replacement parts, upgrades, and modifications.
3. Service and Repair: Auto-Sleeper Service Centre provides habitation servicing, repairs, accident and insurance claim work, maintenance, and technical support for all brands and models of motorhomes and caravans.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Auto-Sleepers Group manufactures luxury motorhomes and campervans at its Willersey facility in Worcestershire, acting as a final-stage manufacturer on Fiat Professional Ducato and Mercedes-Benz Sprinter chassis. The portfolio spans coachbuilt motorhomes (Broadway, Nuevo, Bourton, Burford ranges) and van-conversion campervans (Symbol, Fairford, Kingham, M-Star ranges), with vehicles distributed exclusively through an authorised UK dealer network. The business is complemented by a Parts and Accessories Hub and a Service Centre providing habitation servicing, repairs, and after-sales support across all brands and models.

Product overview

Auto-Sleepers Group is a UK-based manufacturer of luxury motorhomes and campervans, operating as part of the Trigano Group. The product portfolio consists of two main vehicle categories built on Fiat and Mercedes-Benz chassis platforms: Coachbuilt Motorhomes (including Broadway, Nuevo EK Plus, Bourton, Burford, and Burford Duo models) and Campervans/Van Conversions (including Symbol, Symbol Plus, Warwick Duo, Warwick XL, Fairford, Kingham, FL 635, FG 635, KB 635, and M-Star). Ford-based Custom Air models have been discontinued but limited stock remains available. All vehicles feature integrated heating systems (Truma CombiNeo for Fiat models, ALDE Compact 3030 PLUS for Mercedes models), smartphone connectivity via Apple CarPlay/Android Auto, and advanced safety technologies. Premium upgrade packs are available across ranges offering enhanced features including lithium batteries, 5G connectivity, and suspension upgrades.

Differentiator

Problem solved

Functional benefit

Products and services

• Symbol Campervan Fiat-based premium campervan featuring a versatile layout with comfortable seating and sleeping arrangements designed for touring holidays. Targeted at couples and small families seeking a premium Fiat campervan experience.
• Symbol Plus Campervan Enhanced Fiat Premium Campervan with additional features and upgraded specifications for greater touring comfort compared to the standard Symbol.
• Warwick Duo Campervan Fiat Premium Campervan featuring a twin lounge layout with practical front dinette seating flowing through to a generous rear living area.
• Fairford Campervan Fiat Premium Campervan with high-quality interior appointments and a practical touring layout for couples and small groups.
• Kingham Campervan Fiat Premium Campervan with a fixed bed layout and luxurious interior craftsmanship tailored for comfortable touring.
• Warwick XL Campervan Larger Fiat Premium Campervan with extended layout providing additional interior space for comfortable touring.
• FL 635 Campervan Fiat Active Campervan featuring a versatile twin lounge layout with practical front dinette seating flowing through to a generous rear living area. Offers 2-4 berths and 4 seats. Entry-level model priced from £69,749.
• FG 635 Campervan Fiat Active Campervan with versatile lounge layout and practical dinette seating in the front flowing through to a generous rear living space. Offers 4 berths and 4 seats. Priced from £69,749.
• KB 635 Campervan Fiat Active Campervan crafted to suit families, couples, and first-time buyers with a versatile Active layout offering 2-4 berths and 4 seats. Priced from £69,749.
• M-Star Campervan Mercedes-Benz Sprinter-based premium campervan offering a sophisticated driving experience with Euro 6E 170bhp engine, 9-speed automatic transmission, MBUX infotainment, and luxurious interior appointments. Top of the campervan range, priced from £126,350.
• Nuevo EK Plus Motorhome Fiat-based low-profile coachbuilt motorhome on AL-KO chassis offering a smooth ride and luxurious interiors for comfortable touring. Priced from £84,500.
• Broadway EB Motorhome Fiat coachbuilt motorhome with end bedroom layout, luxurious appointments, and comfortable living space for couples.
• Broadway EK TB LP Motorhome Fiat coachbuilt motorhome with transverse bed layout and low-profile design delivering enhanced aerodynamic performance.
• Broadway EL Motorhome Fiat coachbuilt motorhome with end lounge layout offering a spacious living area and comfortable sleeping arrangements.
• Broadway FB Motorhome Fiat coachbuilt motorhome with front bedroom layout, premium interior appointments, and practical touring specifications.
• Bourton Motorhome Mercedes-Benz Sprinter coachbuilt motorhome offering a premium driving experience with advanced Mercedes technology and luxurious interiors.
• Burford Motorhome Flagship Mercedes-Benz Sprinter coachbuilt motorhome with comprehensive features, Alde Compact 3030 PLUS heating, and premium interior appointments.
• Burford Duo Motorhome Mercedes-Benz Sprinter coachbuilt motorhome with an innovative duo lounge layout providing flexible living space for couples and families.
• Auto-Sleeper Parts and Accessories Hub Direct-operated parts and accessories retail hub located next door to the Auto-Sleeper Service Centre in Willersey, supplying genuine replacement parts, upgrades, and accessories for motorhomes and campervans.
• Auto-Sleeper Service Centre Manufacturer-run service centre at Willersey Industrial Estate providing habitation servicing, repairs, accident and insurance claim work, maintenance, and technical support for all brands and models of motorhomes and caravans.

Quantifiable outcome

• 3-year base and paint surface warranty on Ford Custom Air
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and standard.

• Fiat Professional / FiatcoreTechnology or IntegrationFiat Professional provides base vehicle chassis (Ducato platform) for Fiat Premium Campervans, Fiat Active Campervans, and Fiat Coachbuilt motorhomes. Auto-Sleepers completes final stage manufacturing. Features include Multijet3 engines, cab technology, and driver assistance systems.
• Mercedes-BenzcoreTechnology or IntegrationMercedes-Benz provides Sprinter chassis for M-Star campervans and Mercedes Coachbuilt motorhomes (Bourton, Burford, Burford Duo). Auto-Sleepers builds premium conversions featuring Euro 6E 170bhp engines, 9-speed automatic transmission, MBUX infotainment, and advanced safety systems.
• TrumacoreTechnology or IntegrationTruma supplies CombiNeo combined heating and hot water systems for Fiat-based motorhomes and campervans. Also provides Aventa Compact Plus air conditioning, iNet X control system, and Flojet water pumps.
• AldecoreTechnology or IntegrationAlde provides Compact 3030 PLUS heating systems for Mercedes-Benz based motorhomes and campervans. Systems offer silent, even heating with hot water from a compact 2-in-1 boiler solution.
• Premier FurnishingsstandardTechnology or IntegrationPremier Furnishings supplies premium fabrics and upholstery across all Auto-Sleeper motorhome and campervan ranges. Fabrics pass Martindale rub test over 100,000 cycles for durability.
• Destination MotorhomesstandardChannel Partner/ Reseller/ DistributorAuthorised dealer partner for Ford Custom Air campervan. Hand-picked dealer with specialist motorhome experience helping customers find the perfect Air campervan. Located to serve customers interested in remaining Custom Air stock.
• Auto-Sleeper Owners Club (ASOC)coreStrategic or Co-development PartnerASOC provides community support for Auto-Sleeper owners including rally events, technical advice through a dedicated Technical Department, and member benefits. Auto-Sleepers participates in ASOC rallies and events.
• Marquis Leisure / Marquis MotorhomescoreChannel Partner/ Reseller/ DistributorMajor multi-site authorised dealer group within Auto-Sleepers Group Ltd (sister company). Multiple locations including Berkshire, Devon Plymouth, Dorset, Durham, Gloucestershire, Hampshire, Lancashire, Northants, South Yorkshire, Suffolk, and Surrey/Sussex.
• AL-KO Vehicle TechnologystandardTechnology or IntegrationAL-KO provides chassis systems for certain Fiat-based Auto-Sleepers motorhomes (Nuevo EK Plus, previous Corinium models) where Auto-Sleepers acts as final stage manufacturer.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Pilote: French volume motorhome manufacturer producing Fiat and other chassis-based coachbuilt and van-conversion models. Comparable in product range and European distribution scope.
• Adria Mobil: Slovenian motorhome and caravan manufacturer with a UK dealer presence. Comparable European producer of van-conversion and coachbuilt motorhomes in a similar price tier.
• Hymer: Premium German motorhome manufacturer and part of the Erwin Hymer Group. Operates as a broader European incumbent in the same coachbuilt and van-conversion categories where Auto-Sleepers competes at the premium end.
• Carthago: German premium motorhome manufacturer with a strong integrated build philosophy. Competes with Auto-Sleepers' Mercedes-based Burford/Bourton lineup at the high-end of the European market.
• Knaus Tabbert: Major European leisure vehicle manufacturer producing motorhomes, caravans and campervans across multiple brands. Overlaps with Auto-Sleepers in the Fiat-based and premium conversion categories.

Direct peers

• Swift Group: One of the UK's largest motorhome and caravan manufacturers, producing Fiat and other chassis-based motorhomes for the same UK dealer-customer market served by Auto-Sleepers. Most directly comparable UK-based volume manufacturer with overlapping product categories and pricing tiers.
• Auto-Trail: UK-based motorhome manufacturer focused on coachbuilt and van-conversion models on Fiat chassis, serving the same British dealer network and customer segments as Auto-Sleepers.
• Elddis: UK motorhome and caravan manufacturer (part of the Erwin Hymer Group UK), producing coachbuilt and van-conversion motorhomes in a similar price band. Directly competes for the same UK dealer channel and end customer.
• Compass Motorhomes: UK-based motorhome brand under the Erwin Hymer Group building Fiat-based coachbuilt motorhomes for the UK market. Direct competitive overlap in dealer-led distribution and product positioning.
• Bailey (Motorhomes): Long-standing British motorhome and caravan maker with coachbuilt motorhomes on Peugeot/Fiat chassis. Comparable mid-market UK position with overlapping dealer-led distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/asgmotorhomes

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Auto-Sleepers Group