SPecial Feature
Above: Staff and suppliers gather at
Concept’s Campbellfield, Vic, factory to
celebrate the manufacturer’s 4000th caravan.
Right: Concept builds about 550 vans a year
at its 2500sqm factory.
Man u f ac t u ri n g m il es t o ne
Melbourne’s Concept Caravans celebrates building its 4000th caravan.
WORDS AND PICS MICHAEL BROWNING
C
Above: A perfect fit every time.
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onsidering the number of
manufacturers in the crowded
Australian RV market,
building 4000 caravans is
not only a significant achievement, it’s a
statement in customer satisfaction.
Melbourne’s Concept Caravans has
done just that, completing the milestone
vehicle – a 20ft 6in Vision model – in
late October and celebrating in front of
factory staff and suppliers at its Campbellfield factory.
More impressive is that it was achieved
by a company that was established
just eight years ago by industry experts
Keir Smith (purchasing and sales) and
brothers Steve Caruso (production)
and Bruno Caruso (planning). All three
previously worked for Windsor Caravans
but decided to go out on their own after
Windsor was sold to Western Australia’s
Fleetwood Corporation.
Concept started with just one model,
the pop-top Ascot, and completed
about 30 vans in its founding year. But,
following the market’s boom in 2007,
Concept has built about 550 vans a year
at its 2500sqm assembly factory, placing
it among Australia’s top six manufacturers, surging, at times, into the top four.
The original 1500sqm factory located
close by is now used solely for furniture
production.
As well as the six-model Concept
range, for which it is best known,
Concept also produces the featurepacked Newlands range, while building
Franklin caravans under licence for its
Queensland dealer.
Keir puts Concept’s success down
to anticipating customers’ needs and
building caravans to meet them.
“The days of old world interiors and extra-cost comfort features are long gone,”
he told CW. “People today want TVs,
separate toilet and shower ensuites and
great kitchens to be standard features –
not options.
“We were one of the first companies
to come out with big fridges and roll-out
awnings and air-conditioners as
standard equipment.
“For the same reason we are now
building less pop-tops. Buyers in general
don’t want to skimp – they want a
hamburger with the works!
“Just as they expect a high level of
standard specification in their homes
and cars, they also want it in their
caravans. Whether they use all the
features is not the point.”
He said Concept’s success in the
highly competitive Australian caravan
industry had been its ability to be
flexible by giving its customers and
eight-strong nationwide dealer network a
wide range of products.
“We build three brands and a total of
10 different models, with around 120
different variations and there are many
choices within those variations,” he said.
Concept also utilises ‘on-time performance’ to ensure an efficient as well
as flexible production line, with lead
times varying from three to six months
depending on the time of year.
To remain within the ‘sweet spot’
of current caravan pricing at around
$60,000, while maintaining a quality
image, Concept has embraced new
technology, particularly in its Europeaninspired Vision series.
caravanworld.com.au
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SPecial Feature
Clockwise from left: The Innovation is one
of Concept’s latest releases; addressing the
crowd; the versatile Tommy Table, which
Concept imports exclusively for its products.
“building 4000 caravans
is not only a significant
achievement, it’s a statement
in customer satisfaction”
Keir said the technology investment
in the Vision alone totalled more than
$400,000 and had principally gone into
the latest CNC machinery to build the
van’s interior, which features imported
German lightweight poplar-core plywood
rather than particle board for easier
assembly, greater strength, better fit
and higher quality, without any weight
penalty.
“The Vision’s whole interior is made
from 16mm board, whereas with traditional construction using stick furniture,
the liner is only 3mm thick,” he said.
“The German ply is 5kg
per square metre lighter
than particle board and
20-30 per cent lighter
than comparable Asian
hardwood ply, but because
we use it thicker, it is
much stronger.
“With the machinery
we have invested in and
imported it can also be
pre-cut and assembled like
a custom-built kitchen,
so it fits perfectly every
time and delivers a much
higher quality finish. It’s clear
to us that this style of manufacture is
the way of the future.”
Another area of new technology that
Concept is embracing is Al-Ko’s new
electronic stability control, which is now
a $1000 option on all Concept models.
“This is one of the best things we’ve
seen in caravan safety in 30 years,” said
Smith. “By making towing safer it also
extends the market for us.
“It means that more women will now
be prepared to tow and that in conjunction with reduced stress means that
people will tow their caravans further
and for longer. It will grow the industry
at an important time.”
Keir said this technology-driven
approach, combined with bright, modern
materials and interior designs, appealed
to Concept’s buyers.
“A lot of our customers are professional people who have owned a business
and look for something a bit more
refined than a run-of-the-mill caravan.
We’re making it our business to deliver
this sort of product and lift Concept
above other caravans in the same price
range.”
CVW-QH-5189832-CS-507-XCC
no swaying
increased towing
safety
easy reversing
5th wheeler specialist
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