Rhuallt based Fifth Wheel Company designs and builds luxury fifth wheel caravan tourers, often referred to as ‘penthouses on wheels’, which retail between £90-120k.
The company, which exports to over six countries - Germany, France, Austria, Switzerland, Australia and New Zealand, has set its sights on growing its global presence by expanding into more European countries, as well as targeting Canada as a new market.
From importing to manufacturing
Established 20 years ago, the family-run business initially started out importing Fifth Wheel RVs from America, before switching to produce similar, higher quality vehicles in-house at its North Wales base. It is now the only manufacturer of EU compliant Fifth Wheel tourers in Europe.
Higher export ambitions
Last year exports accounted for £2m of Fifth Wheel’s turnover, an increase of 50% since 2022. And the company is projecting 2024 exports sales to be £2.6m, an anticipated 30% increase, largely due to its expanding exports programme as it looks to increase its dealer network across the globe. The company is currently looking for exclusive dealers in the Australian and Canadian markets, in order to develop a secure foothold in these regions, a project it is undertaking with the support of Welsh Government trade advisors.
Exports currently account for 25% of its trade and the company hopes to double this figure to 50% in the next two years by expanding its dealer network across the globe. The firm has dealers in Germany, Norway and France but aims to secure another five across Europe over the next two years, including in Denmark and Poland, as well as a second dealer in France.
It is also looking to enter new territories including Asia, and is currently in talks with a Korean dealer.
Germany remains Fifth Wheel’s largest export market and where consumer demand remains consistently strong. The company has adapted products from its collection to meet the demands of the German market and later this year will be introducing a longer version of its Celtic Rambler, specifically to meet the requirements of this active and engaged market.
Each year Fifth Wheel attends the Dusseldorf Caravan Salon exhibition with financial support from the Welsh Government, and next year the company is planning to supporting their German dealer at CMT 2025 in Stuttgart, the world's largest consumer show for tourism and leisure.
Looking across the Atlantic, the American market remains the largest global market for luxury tourers.
“In the longer term we definitely have our sights on the US market”, says Gethin Whiteley, Technical Director at Fifth Wheel. “It’s where the ‘fifth wheel’ concept originates - it’s a US innovation which the rest of the world fell in love with and which we have adapted for the European markets. I would love it if we were to complete the loop and sell their own creation back to them.”
Gethin credits the firm’s international outlook for its growth over the last two decades, saying: “Exporting has provided us with exponential opportunities for growth and has been critical in helping sustain us through the financial turbulence of recent years.”
Vital to Fifth Wheel’s export growth has been support from the Welsh Government’s export specialists who have helped the firm to access not only financial aid, but advice on potential markets and partnerships.
Gethin added: “The Welsh Government’s export team provided Fifth Wheel with background research on dealers and businesses who were interested in partnering with us, which helped us reach new markets and accelerate our export journey.”
The firm also received post Brexit support from Welsh Government trade advisors who helped them navigate the new trading landscape and meet the new requirement for an EU authorised manufacturer’s representative in Europe.
“They assisted us with finding out what the new post-Brexit rules were and how it all worked”, says Gethin, “their support has been vital to our international strategy and we wouldn’t be where we are now without it.”