By The Letter

Why are so many Americans hitting the road these days in recreational vehicles (RVs)? Aren't these virtual houses on wheels sort of, well, déclassé?

Hardly. "Our image has improved remarkably," says Gary LaBella of the Recreation Vehicle Industry Association (RVIA). "We're cool--there's no doubt."

Consider us convinced. Fueled by the surge in aging baby boomers, the RV market is enjoying a renaissance. "We're on a strong upward trend," says LaBella. "In terms of annual sales, it's better than any time since the mid-1970s."

The numbers drive home the truth: According to RVIA estimates, there are now 25 million RV enthusiasts nationwide. On average, these "RVers" travel nearly 6,000 miles a year--no small distance by any means. And, just to show how these numbers add up, RVIA calculates the entire industry's sales--including RV rentals--at more than $15 billion.

"We're optimistic about our future," says LaBella, pointing to a current industrywide national advertising campaign targeting those aforementioned baby boomers. These prospective buyers are already passing through--or getting close to--the peak RV-buying years of ages 45 to 54. "We have a lot of wind at our back," says LaBella.

Just don't buy into those déclassé stereotypes of old.

This article was originally published in the October 1997 print edition of Entrepreneur with the headline: By The Letter.