Home › News › Local News
Going off-road to make sales go up
Published July 13, 2007 at midnight
EarthRoamer.coms offices in Broomfield are a bit spartan, to say the least.
The conference room features a wood table and chairs more appropriate for a dinner gathering than a business meeting. A storage rack rests against one wall, stacked with various boxes, samples of different types of leather and an unopened cappuccino maker.
In fact, most of the companys office furniture once resided in a townhome sold to fund the company.
"We really didnt have a choice," Bill Swails, a co-founder and previous owner of the townhome, said about the sparse furnishings. "It was hard enough just (scraping) together enough money with personal funds to launch and grow our business."
The companys headquarters contrasts noticeably with its main product: a $200,000-plus, four-wheel drive "exploration" vehicle complete with toilet, shower and refrigerator, not to mention a flat-screen TV, a seat-back entertainment system and solar panels.
But thats about to change.
EarthRoamer.com is on a roll, having doubled its sales in each of the past three years. The company turned its first annual profit in 2006 and recently broke ground on a new 56,000-square-foot headquarters in Lafayette, which will nearly triple its space.
The move will allow EarthRoamer to quadruple its production capacity, enhance research and development, display its vehicles in a new showroom even upgrade its office furniture a bit.
"Our new corporate office will much better reflect the EarthRoamer brand," Swails said. "Not necessarily luxurious, but definitely high quality and high function."
Earthroamer.coms XV-LT vehicle is quickly carving a niche among the RV crowd and adventurers who want to trek off the beaten path for extended periods of time with a few creature comforts. The XV-LT is a Ford F-550 cab chassis four-wheel drive truck outfitted with a compact camper, making it more flexible than a traditional RV thats meant for paved roads.
The vehicle is versatile enough to cruise highways and plow through unpaved mountain roads. It uses solar-charged batteries to generate power for most of its on-board systems, while the engine and the kitchen stove use diesel fuel.
"This is really built to go out into rugged terrain and harsh environments, and you dont need to hook it up at an RV park," Swails said. "Its like an RV on steroids. Its an entirely new class of vehicle, aimed at adventurers."
The majority of EarthRoamer.coms customers are RV users "who want to be able to go more places," said Michele Connolly, company president and chief executive officer.
But its attracting a new clientele as well.
"Certainly some people who had never, ever considered owning an RV have bought our" vehicles, Connolly said.
Swails and Connolly think they can continue to grow that market with
the introduction later this year of the EarthRoamer XV-JP, which uses a
Jeep Rubicon Unlimited. The XV-JP, starting at $110,000, features a
pop-up area on the roof that extends past the back of the vehicle and
includes a bed, shower, toilet, and kitchen area, among other
amenities. Its smaller than the Ford model, giving it an even
greater range.
EarthRoamer.com sold its first vehicle in 2003 and has churned out
about 80 since then. It now does about $5.5 million in sales annually,
a number that could skyrocket once the new production facilities come
online.
Swails said its biggest competitor is "other ways to spend cash."
Industry insiders see a larger market for EarthRoamers vehicles but doubt it will significantly dent the $14 billion a year RV industry.
"There are 300 million people in the United States and the appetite
for different kinds of recreation is extremely high," said Derrick
Crandall, president and chief executive officer of the American
Recreation Coalition. "So there is a market. But I dont expect to
see large numbers of these vehicles out there. I dont think most
people have that kind of financial capability to purchase a vehicle
with relatively limited use."
EarthRoamer.com is trying to make it a bit more palatable: customers
can opt for a 20-year financing plan to pay off the XV-LT.
Back to Top
