Back-country beauty

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This article was published 15/03/2023 (979 days ago), so information in it may no longer be current.

A couple of years ago Mackow Industries, one of those successful Winnipeg contract manufacturers that’s been around for almost 40 years that no one has heard of, started doing some work for the Alberta founders of a high-end, off-road RV trailer company, called Mission Overland.

The work went so well and with growing market acceptance and an exciting new line for the company’s 150 employee to sink their teeth into, Mackow bought the entire company last fall.

Now its Winnipeg shop (the company also has a smaller operation in Fargo) makes about 20 trailers per month shipped off to about 30 dealerships across North America where they sell for between $50,000 and $65,000.

Even Ryan McClelland, the vice-president of operations and the guy who runs things at Mackow Industries, said he was surprised at the willingness of “adventure trailer” enthusiasts to pay top dollar for the uniquely designed trailers that are built entirely of steel and aluminum (not counting the marine plywood flooring).

With a new model — its third — just being released this year, Mackow/Mission Overland is holding its own as one of the premium North American brands.

The market for well-built off-road, back-country RV trailers is growing in North America. About 10 years ago this RV niche market accounted for about 1,000 units sold across North America. Last year it was up to more than 25,000.

Built narrow enough to be able to run on trails that do not show up on Google Maps, but strong enough to be hauled on the highway (and light enough to be pulled by a pickup truck or rugged SUV), Mission Overland trailers have a modern, high-tech look about them, enhanced even more by a range of 30-plus customized wrap options.

The Mission Overland Summit is the flagship model that features six feet four inches of standing room when the roof is popped, a wooden swivel table that seats four, a queen-size bed, fully insulated walls, ceiling and floor; external hot water shower; slide out fridge, stove and sink; and capacity for 37 gallons of fresh water storage.

McClelland is working on filling out the dealership network that currently is made up of about 50 per cent traditional RV dealership and 50 per cent that specialize in back country.

“We are working diligently on that now,” McClelland said. “We’re trying to spread out the dealerships. They’re very concentrated in certain areas. For instance, there’s a dealer in Steinbach but then there’s none until Kelowna.”

Loren Walker, the owner of XGRID Campers in Las Vegas, started his dealership in 2020 after realizing how hard it was to find the kind of equipment enthusiasts like himself were looking for. He’s now getting ready to open his second in Knoxville, Tenn.

“The off-road market exploded during COVID and now continues to grow and be an alternative to the traditional RV and travel trailer industry,” said Walker. “It’s all about the experience of being outdoors instead of staying in RV parks or traditional camp grounds.”

Mission Overland was one of only four brands XGRID carried when it opened. Now there are more than a dozen names including imports from Australia.

Walker said that Mission Overland is in the mid-price range at XGRID, but that’s because they sell expensive imports.

Walker said, “But if you ask 98 per cent of the dealers out there they would say yes, they are at the high end on price.”

As the premier dealer in the southwest for this kind of equipment, Walker said it’s important to make sure people buy the equipment that suits what they’re going to want it for. He’s a big fan of Mission Overland.

“We love the product,” he said. “I think some of the appeal for the produce is that it’s under 3,500 pounds so a light truck or a Jeep can tow it. And the interior living space is very unique in the market. That’s why it’s gotten so popular. It’s compact, it can take the rugged terrain. It’s got great water storage capacity and a great hot water heater and furnace system.”

Mark Badgerow is the founder and designer of Mission Overland. It’s the second back-country RV trailer company he’s started and sold and knows a thing or two about the market.

While many founders might feel sentimental or wistful about having to sell their creation, Badgerow couldn’t be happier with how things have turned out with McClelland and Mackow.

“Every entrepreneur dreams about getting into a relationship with a company like Mackow,” Badgerow said. “We went from zero to 100 miles per hour thanks to Mackow. The R & D and engineering they provided to improve the product has been a godsend.”

While McClelland admits there have been anxious moments embarking on such a capital-intensive line of work — compared to the relatively low risk contract work it was used to — he said it has been an important new phase in the company’s history.

“It has been great for our team who we are super proud of,” he said. “We made parts of other OEMs (original equipment manufacturers) for decades and now to be the OEM of something ourselves, well, there’s a lot of pride and smiles and enjoyment around here.”

martin.cash@freepress.mb.ca