Sunseeker expands Sunshine Coast dealership

Sunseeker has staked its claim to be a major player in the Queensland caravan market with its move to new and much larger premises at Warana, just north of Caloundra.

The wholly-owned 3400 square metre former Home Hardware site is double the size of Sunseeker’s previous 1700 square metre leased yard in the heart of Caloundra and houses a large showroom, a van-preparation and repair workshop and room to display up to 50 caravans on its sealed yard that includes a broad forecourt directly fronting busy Nicklin Way.

This gives Sunseeker the major street presence it lacked and represents a major vote of confidence in its future. Sunseeker last year created a separate sub-brand for its Marvel caravan model range that now represents 25 per cent of its total sales, and growing, according to Sunseeker boss Chris Michel.

The relocation caps off a remarkable growth spurt for Sunseeker since Chris Michel established ‘Freedom RV’ on the previous Stockland-owned site in Caloundra in 2013.

The name didn’t last long, as unknowingly, Jayco had already trademarked the word ‘Freedom’. So, after a chat with Jayco founder Gerry Ryan. Michel transitioned the business to its own trademarked brand of Sunseeker Caravans the following year.

Like a number of Queensland caravan retailers, Michel has his Sunseeker and Marvel vans built in Melbourne, but with some unique differences.

For a start, the two brands are built by separate manufacturers. Sunseekers feature the aluminium wall-framing beloved by most Queenslanders for its anti-rot properties, while Marvels have the traditional Meranti timber-framed walls that are preferred by many southern van makers for its flexibility, easier construction techniques and lower manufacturing costs. Both brands feature smooth aluminium composite external wall cladding.

Michel’s other major point of difference is his micro-management of every detail of each brand’s design and manufacture, based on his considerable caravan and car industry experience and incorporates real-world customer feedback from Sunseeker’s and Marvel’s 700-plus combined owners’ groups.

Michel is also a keen Outback caravanner, who personally tests each finished design – sometimes to near destruction. He also ensures that each of his tests involves a fully-equipped production model to ensure its performance is repeatable in customers’ hands.

“We know that some of our off-road caravans will get a hard time in inexperienced hands, so we need to understand their limits first," he said.

As a case in point, his latest 15ft x 6ft 6in off-road Marvel Runamuk is currently in its third iteration after less than 12 months on the market, with each successive version incorporating improvements in its Cruisemaster XT suspension and ancillary components over its predecessor.

As result, Michel is expecting to sell about 20-25 of the $74,990 caravans per year, many to existing loyal customers.

His influence has impacted on the off-road caravans that form 90-95 per cent of all Sunseeker/Marvel sales, with purely on-road caravans now primarily built to order. Sunseeker also builds customised off-road vans from 15ft compacts up to full off-road 8-berth beasts with 35-inch wheels, disc brakes, airbags, lithium power and four-tonne-plus ATMs.

Turning the former hardware retail premises into a caravan dealership took nearly six months and involved removing 26 truck-loads of renovation rubbish. In the process, the building’s colour scheme was also changed from pea green to Sunseeker’s less confronting Marine Blue.

”The store had been in the same family ownership for 35 years and there was lot of history to peel away," said Michel, who claims the dealership is now the largest custom-built caravan business on the Sunshine Coast.

“It has been a big financial commitment, with a total investment of around $3 million, but you only get somewhere by being bold,” he said. “We sold absolutely everything we owned to start the business in 2013, including the family home."

He then chose to reinvest in property for the business first before considering a family home again for his wife Belinda and four young children.

“We have some other great products in the pipeline that our new premises will allow us to showcase,” he said. “You should never stand still, back yourself and be prepared to make some sacrifices if you want to survive and be successful.”