1997 Fleetwood Report from Mr R Williamson to the AGM

I would like to tell you a little as to what has happened over the last 18 months since I took over from Ken Green at Fleetwood.  It has been a pretty tough time for the industry generally as you will possibly have noticed from the couple of reports that I have written for the Flyer.  In truth Fleetwood, like everyone else, has had it’s share of problems, we have continued to look very positively at the future and are very confident about the future, investment in the factory is continuing and at the same time one has to admit that last year was not a particularly good one for Fleetwood, or, either the caravan industry generally. 

We did have however a very good 30th anniversary, one or two of you I recognise who came to see us at the Boat Caravan and Leisure show at the NEC in Birmingham will recall that we had two anniversary models out specifically for it, we named them “Cavendish” and “Chelsworth” after a couple of local villages close to the factory at Long Melford, both delightful villages, and happily the vans turned out to be quite delightful as well and very well received.

We had to increase our specification in terms of the Garland range because it unfortunately was meeting a lot of very stiff competition in the middle range, we think that we have perhaps got that about right now, but one thing which most certainly we will have to do because we stuck a LUXE on the back end of the Garland to distinguish it from it’s predecessor that really wasn’t a very innovative or right idea and we are currently thinking of calling the range the “Fleetwood Country” range which sort of takes us back to our old advertising slogan for sometime which I think is a name which could have some appeal as far as the membership of the Fleetwood Owners are concerned so that it is the suggestion from the factory end.

However, if any of you have a better, brighter idea we would be very delighted to hear what you have got to tell us.

Now as far as prospects for Fleetwood are concerned (which I’ve seen somebody who has taken me very much on trust with that) what sort of suggestions would you like to make to us?  There are some interesting and very positive prospects as far as Fleetwood are concerned.  We have appointed some new dealerships, some important dealerships and one or two of you I am sure will be familiar with the name of Goodalls which was a company which was one of the largest in the industry as far as the retail organisation is concerned.  Unfortunately, like a lot of very large organisations, it has over-stretched itself, but what was left of Goodalls has now been purchased and a new organisation called Country Wide Leisure has taken over the three principal depots and I am happy to say they have appointed Fleetwood as agents at each of the depots, which are located in Derby, Sheffield and Huddersfield.  These are three important acquisitions for us, we have two other ones on Chichester Caravans in the Midlands at Birmingham and Stourport and we are hoping that we will be also appointed at their Redhill depot down in Surrey.  We have a few more irons in the fire at the moment which will hopefully spread the dealership network a little more evenly around the country which I’m sure be very much welcomed from your point of view to ensure that you get the proper service from the proper people who know what they are doing with the product.

We had a mixed year (I suppose) in the Dutch and Danish markets which are our principal overseas markets; reception of the products was first class.  We got off to a very good start back in September at the beginning of the model year, but of course since then as most of your realise the pound has strengthened week by week and we’ve seen effectively a 20% increase in the price of our products, or a 20% reduction in the amount we get back for them.  Whichever way you look at it, it’s not good news; we are however quite hopeful for the future because we now have a very good dealer network in both countries and really I suppose it depends to a large extent on what happens with the EMU – whether it ever comes to fruition or not.  I’m not saying I particularly advocate the thing because I fear for the political consequences but that is a different debate.  I am concerned certainly that the present strength of the pound does make it extremely difficult for exporting and therefore we do have that problem.

Now, if I may just finish on a note particularly relevant to the club, you have been very supportive of Fleetwood over the years and particularly so at the exhibitions which we attend at Earls Court, NEC etc.  NEC particularly, I don’t think we have perhaps treated you as well as you ought to have been treated in the sense of accommodation and space provide for you because we do appreciate the job you do and we would like to demonstrate that a little more fully in the future.  I have plans to build a new exhibition unit which will be an updated model from the one we currently use, where I will make provision somewhere within or around, so that you have a specific place which is identifiable as the Fleetwood Owners Club slot where you will be comfortable I hope, and will be even more productive than you have to date, so that’s one thing on the agenda.

I thank you very much indeed for giving me these few minutes of your time.

Mr Roger Williamson