Q: Where the eStream begin?
A: There really was no epiphany or bolt from the blue on this, but it was the result of our growing understanding that the automotive space was heading aggressively toward EVs, and that was going to dramatically impact the ability of our customers to tow our trailers in the future.
Towing a traditional travel trailer with an EV will knock your range down by 50 percent or more. People were trying to do that and it hurt the [Airstream] customer experience. It became obvious there was a big need there that was unmet.
So there was market pressure, including our customers’ commitment to more sustainable methods of camping. And, of course, in the camp setting you are consuming fewer resources, and you’ve got more ability to do what we call “boondocking” — essentially, going completely off the grid. We’re seeing a huge increase in that. Campgrounds are becoming oversubscribed, and more people are taking off into national wilderness areas and Forest Service land.
Thor recently introduced its own e-trailer concept that’s similar to yours.
Yes, the two vehicles are just one spoke in a larger innovation wheel that Thor has committed to. The eStream was developed entirely at Airstream. But we’re the lucky beneficiary to be the brand that’s taken to market first within the company. Without Thor’s backing, things like the integrated electric chassis we’re using would have been a much longer road.
We’re getting a fully integrated electric chassis, with batteries and control systems, from Thor’s partner, ZF Friedrichshafen AG, which has signed an exclusivity agreement. In an ideal scenario, we’ll be putting our shell on top of that and integrating our house systems with it.
Are you going to assemble your all-electric trailers at the new factory you’ve built in Jackson Center where you’re making traditional Airstreams?
Yes, we’re starting to put together a manufacturing plan. We’ll likely run the new assembly line in parallel with traditional travel trailers.