Seachange targets off-road heavyweights

Queensland boat builder turned caravan manufacturer, The Haines Group, continues to ramp up its presence in the premium, off-road caravan market  with the roll out of a range of lightweight, Outback-ready models.

Following the launch of the 21ft long, $95,000-plus, 640 Elite in mid-2011, Haines’ caravan division Seachange recently released a more affordable 18ft 550 model, available in three specification levels starting at $76,990 for the entry-level, on-road, aluminium-skinned Escape.

With an ATM of 2500kg, the 550 model (pictured) is one of the lightest off-road caravans in its class, according to Seachange. The weight reduction is partly due to a new, full aluminium chassis, produced in-house, along with a body constructed of aluminium framing and fibreglass/composite panels (on the semi off-road Liberty and off-road Elite versions).

Designed for serious off-road work, the top-spec 550 Elite retails from $89,990 and comes standard with heavy-duty Cruisemaster independent suspension.

Layouts for the 550 include single, queen or family (four bunk bed) configurations, with a long list of creature comforts extending to a full ensuite with separate shower/toilet, 22in HD TV with inbuilt DVD, and double glazed windows with pull up and reflector blinds.

Also about to roll off the Seachange production line is the new, 19ft 6in, 595 Series and 22ft, 675 Series, boosting the current range to four models.

According to The Haines Group CEO, John Haines, the company is pitching its range of Seachange caravans at the premium end of the off-road market, offering rugged yet lightweight construction and quality fittings in a package that undercuts its main rivals on price.

“We’re looking at quality at an affordable price... we’re significantly less expensive than Bushtracker and Kedron... for a quality that’s equally as good,” he says.

Less than 12 months on the market, the Seachange brand currently accounts for five percent of overall production at the company’s 9000 square metre Wacol production facility, where Seafarer, Signature and Traveller boats are also constructed.

According to Haines, the factory has the capacity to boost production to 500 caravans annually if demand increases.

“In five years’ time I’d love to see caravans sit at 20 to 25 per cent of our business, that would be fantastic,” he says.

That said, the aim is quality over quantity, with the company’s reputation for building quality marine products developed over 50 years, being applied to its caravan business.

“We’ve always built high-end products and it’s hard to put your name on something that’s not high end or well built,” he says.

“We never want to be a Jayco, I don’t want to build that many caravans. I don’t want to be the biggest, I want to be the best at it.”

So far a typical Seachange buyer is “the caravan owner who’s owned one, two, or three caravans before... We’re looking for the customer who knows what he’s talking about.”

“We’ve built a van that hopefully alleviates all the things that they hate (about previous vans they’ve owned) and built a van that they want.”

Seachange has established four dealers in Queensland, Western Australia and NSW, with plans for outlets in Victoria, South Australia and Tasmania in the future.

Along with the rollout of more caravan models, future plans also include a “different style of camper trailer”, although Haines wouldn’t expand further.

“We’ve gone into the caravan business very seriously, with the goal to make it a big chunk of our overall business,” he says.