Heartland Expands, Repositions Landmark Brand

Heartland Expands, Repositions Landmark Brand

September 6, 2016 by


Heartland Recreational Vehicles LLC has expanded its Landmark 365 luxury fifth-wheel line with the launch of the four-slide Oshkosh floorplan while effectively repositioning the brand with lower, more aggressive price points coupled with 45 product upgrades for the 2017 model year.


“Landmark is Heartland’s original brand and flagship line,” said Coley Brady, vice president of sales and marketing for the Elkhart, Ind.-based Thor Industries Inc. subsidiary. “We believed in the growth potential for luxury fifth-wheels 12 years ago when we launched Heartland and we are strengthening that position with an improved product at a price point that adds value and a competitive edge for our dealer partners.”

Heartland reported that the all-new Landmark 365 will debut to the retail public at America’s Largest RV Show in Hershey, Pa., and will also be on display for dealers during the Sept. 19-21 Elkhart County RV Open House in Thor’s expansive exhibit area at the RV/MH Hall of Fame.


The Oshkosh fifth-wheel incorporates Heartland’s slide-in-a-slide technology in the front bedroom providing RVers with added space and comfort. The master suite feel is further enhanced by a residential dresser and a 40-inch TV positioned above a bedroom fireplace.

“The slide-in-a-slide bedroom in the Oshkosh dramatically increases walk-around space, which is traditionally the tightest part of a fifth-wheel to negotiate,” said Andy Wesdorp, Landmark general manager. “I previously was part of the team that developed the slide-in-a-slide concept and introduced it to the fifth-wheel market, so I’m very excited to bring the technology to our Landmark brand.”

Across-the-board upgrades for the entire Landmark 365 lineup include standard full body paint along with the introduction of an innovative multiplex lighting system with multiple switch locations, dimmers, 3-way switching capabilities and exterior lighting controls.

“In our repositioning of the Landmark 365 brand, we truly feel that we have enhanced and improved the product versus just pulling it apart,” stated Heartland President Chris Hermon. “Considering that Landmark is the No. 1 retailing luxury fifth-wheel in the market, we wanted to make changes that were well thought out and reflected input from our customers and our dealers. With more RVers adopting a part- or full-time lifestyle, we see the luxury market as a segment that will continue to grow.