Peter Blomqvist is the CEO of the major caravan and motorhome manufacturer Adria in Sweden, Norway and Finland. Peter also sits on the management team of KABE, another of the largest manufacturers of motorhomes and caravans. Adria and KABE are part of the same group and together have a significant share of the Swedish and Scandinavian mobile leisure market.
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ShareBoth brands have been around for over 50 years and the group naturally has a lot of experience in the development of caravans and motorhomes. We are therefore very curious to hear what Peter Blomqvist has to say about the mobile home of today and the future.
Table of contents
What is the current share of the Swedish market for motorhomes and caravans for Kabe and Adria, and what is the target for the coming years?
KABE/Adria represents 50 per cent of the Swedish caravan market. Every second caravan purchased in Sweden comes from our group, which is the highest market share we have ever had together and we are incredibly proud of. In the motorhome market, we have a 22 per cent market share with KABE/Adria/Sun Living.
Almost every fourth motorhome purchased in Sweden comes from our group. Both Kabe and Adria's product range is developed together and in close co-operation with the dealers. We also monitor new trends in the market by continuously conducting various consumer surveys.
We are incredibly proud that so many people have chosen to spend their leisure time in a vehicle that comes from us, and feel incredibly motivated that all these people should be proud of their purchases. We have had a long-term goal of having a 50 per cent market share in Sweden for caravans and a 25 per cent market share for motorhomes.
Why choose Kabe and Adria?
Adria has divided the caravan market into 6 different segments (summer caravan, driving caravan, year-round caravan, entry-level caravan, etc.) Within these segments, we have in turn developed 4-10 different floor plans that are the most sought-after floor plans in that segment and really perfected those floor plans.
We currently have 31 different caravan floor plan solutions and 25 different motorhome solutions that are really as well thought out as possible. In order to achieve cost-effective production, which in turn leads to the most affordable caravan or motorhome for the customer, we have incorporated almost all standard options into the caravan and motorhome. Since we are represented in every segment, it makes no difference what kind of caravan or motorhome you are interested in. Adria has this in its range and is also the vehicle that gives you the absolute best value for money.
You simply buy KABE if you want to buy the absolute best caravan on the market. If you buy a KABE you have an infinite combination of different floor plans, options, upholstery and so on to get exactly the caravan you want and this is something completely unique in the caravan and motorhome industry. For year-round users, KABE is by far the best caravan/ motorhome for winter use and is aimed at consumers who use the product all year round.
Can you describe the most popular model of motorhome or caravan?
A few years ago, there was always one model that stood out in sales and accounted for a large part of the sales. Today, this is no longer the case and sales are incredibly spread across our entire model range of both caravans and motorhomes.
How have motorhomes and caravans changed in recent years?
We have probably followed the car market very closely. For example, if you compare a car from the 90s with today's cars, there are two main things that have happened. Firstly, more electronics in the vehicles, but above all much better comfort in all respects. This also applies to the highest degree to our industry if you compare today's caravans / motorhomes compared to 10 years ago.
What are the most popular interior design features today?
Consumers are looking for more and more comfort, they simply want to be at least as good and as comfortable as they are at home, whether it's bed comfort, ergodynamic sofas, ample workspaces in the living room, or even in the office. motorhome kitchen, proper shower cubicles and so on.
Looking 5-10 years ahead, what do you think motorhomes and caravans will look like?
My hope is that in 10 years we'll be able to take our caravan to a campsite, plug it in and never have to carry any water or empty any toilet tanks, everything will be just as easy and functional as at home. It's the same for motorhomes, but it requires development both from us and from all the campsites.
We also see more and more people using their caravans and motorhomes for their children's activities such as their hockey camps and so on. They simply take their mobile accommodation and travel over the weekend in the month of October-November, I think this will greatly increase in the coming years. I also think/hope that more campsites will start to become more and more like resorts where you go in with your caravan/motorhome and that all activities such as water park, beach with afterbeach and so on are available at the campsite.
Are you camping by yourself? With what type of vehicle and where do you prefer to travel?
Yes, I have a caravan set up in season with a number of friends standing next to it a few hours drive from home. We have a camper van at work, which I, my girlfriend and our child took on a European trip just a few weeks ago. This kind of travelling beats all kinds of charter trips hands down!
In 14 days we managed to Gdynia, Warsaw, Prague, Berlin and northern Denmark. When the child started screaming, we never had to feel that we were in the way of anyone else as you are in an aeroplane or hotel room, just stop the motorhome and the only ones bothered by the screams were us and no one else. This can really be recommended to all families with children who are tired of all the sighing from people in aeroplanes or hotels as soon as the child starts screaming.
Finally, a question we ask everyone we interview: What is your dream destination?
I can't say that I have any particular dream destination. It would perhaps be to drive route 66 through the USA.
Thank you Peter Blomqvist for sharing your experiences and thoughts!
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Ruth in Virginia says:
What is the difference between a caravan and a motorhome?
After Peter has driven the Rte 66, he should absolutely
drive the Pacific Highway from LA along the Pacific Coast northwards.
16 January 2016 - 11:53
Anette says:
Well, we must say that we do not share his desire for how caravans / motorhomes should be used! Do not want to go to all inclusive camping, however, the fact that they develop caravans / motorhomes is positive, but I think we will probably empty the toilet and grey water in the future ... as well as some of the charm of motorhome life???
16 January 2016 - 11:57
admin says:
Ruth in Virginia, a motorhome is a car (with beds, kitchen etc inside). A caravan is a trailer that you attach to the back of a car. Nice with tips for Peter 🙂
Anette, I think there might be many different uses for it. We are probably more adventurous and less all-inclusive (although I would like to try it) but there is room for both!
16 January 2016 - 12:15
Role o Carina says:
Yes it develops more with each passing year!
But we have most of it in Adrian 🙂
Have fun in the cold 🙂
16 January 2016 - 12:44
Mr Steve says:
A lot has happened since I travelled with our Cabby in the late 60s.
16 January 2016 - 13:45
BP says:
What an interesting interview and what a young (and handsome) CEO for such a large company. Like his reasoning regarding screaming children in an aeroplane. How often have you sighed there...?
16 January 2016 - 14:08
Lennart says:
They are both good!
Just choose as you wish!
16 January 2016 - 15:12
Lena in Wales says:
Interesting even though I am neither a motorhome nor a caravan owner. Yes, a lot seems to have happened since I was a caravan owner in the 80s and travelled around Europe for a few months when the children were small.
16 January 2016 - 15:44
ActiveDays-Camilla says:
Another interesting interview this week! I hope the industry also thinks about us who would like to have simpler but still solid mobile accommodations that can handle the cold and wilderness life... For me, it is more important to manage a few days without access to water and sewage than to be able to connect to such things 🙂 Then I also look forward to what will happen on the safety front in terms of motorhomes.... 🙂
16 January 2016 - 17:35
Anette says:
Forgot to write that it was an interesting interview! You manage to find something for all your blog readers? Agree that there should absolutely be room for everything, and that you should of course be able to choose, actually did such a thing with emptying for grey water on the plot at a campsite in Sotenäs outside Smögen, and yes, it was convenient, but it costs... agree with Active Days Camilla, that you put the effort even on us who may want to do without all the niceties... looking forward to the next Saturday guest?
16 January 2016 - 18:45
Matts Torebring says:
Fun. interesting and worth reading!
16 January 2016 - 19:12
Åsa says:
What a nice sofa corner in the motorhome Alpina or whatever it was called! Good advertising for Kabe there! I have lived in a "budget motorhome model" for a total of nine months of my life divided into two times, both times in Australia. One time we travelled Sydney - Cairns-Broome-Perth in a Ford Falcon panel van, with a mattress on top of stowage space (surfboards) and a pull-out camping table in the back. We had dual car batteries, TV and a small fridge in the car, and a small camping kitchen, and sea views almost every morning and evening! The second time when I was studying for a semester in Australia (Newcastle) and realised we couldn't afford both accommodation and a car...we bought a small Toyota Liteace and moved into it. Perfect! Would be fun to try the "motorhome" life again! With a motorhome like you have, it would be even easier to enjoy it. /Åsa
16 January 2016 - 20:55
admin says:
Rolle and Carina, isn't it exciting to see where the development goes? We also think that we have most things in our motorhome 🙂.
Steve, yes they definitely have it! And yet it is perhaps the same experiences that attract, then as now 😉 .
BP, you are absolutely wonderful! 🙂 And I can only agree with the part about screaming babies... 😉.
Lennart, yes, these are clearly two good brands (although there are obviously others that are good too).
Lena in Wales, things are moving forward! 😉
Active Days-Camilla, this is a perfect opportunity to cough up wishes because Peter may (?) read the comments 😉 I feel like you, that that target group also exists. Also agree that the security issue is important!
Anette, thank you so much! Funny that you think so! 🙂 I think it's great that it comes out here that there are different wishes, it is important for the developers to take into account!
Matts Torebring, glad to hear you think so!
Åsa, the best thing about motorhome life is experienced even in a very simple motorhome - freedom and nature! Then it's even better when it's a little comfortable too 😉.
16 January 2016 - 21:27
Ditte says:
Interesting reading, even though we have never owned a motorhome or caravan. But I have rented a motorhome in New Zealand and travelled in a VW camper on both Rout 66 and the Pacific Highway from LA onwards. But at that time in my younger years, comfort was not so important, more the feeling of freedom.
I have lived in a caravan for a week in Sälen, a winter parked one, in February, with my daughters when they were 9 years old and it went well.
But now we don't even have a car, we don't need one here in the city.
16 January 2016 - 22:00
admin says:
Ditte, we also think that freedom is the most important thing! 🙂 But after all, comfort also makes it easier, not least when you are travelling for a long time!
17 January 2016 - 9:44