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Bailey Unicorn becomes ‘the stuff of legend’
Bailey of Bristol continued its record-breaking run of results at the recent International Caravan & Motorhome Show where it secured retail orders to the value of £15 million which is 25% higher than the amount achieved at the same event last year.
This represents the company’s best ever sales performance at an exhibition in terms of both the volume and value of orders received and confirming Bailey’s position as the number one touring caravan brand in the UK, as well as being one of the largest in Europe.
Whilst sales were strong across all product ranges much of this achievement was down to the performance of the new Unicorn range which accounted for three-quarters of the total business written. Naturally Bailey is delighted that the caravan buying public has reacted so positively to the new range and feedback from buyers suggests that it is not only appealing to existing customers but is also encouraging non-Bailey owners to consider the marque for the first time.
Sales success on stand was mirrored in the results of the two Caravan Design Award Competitions announced during the exhibition where models from the new range won four individual awards including the coveted Caravan Industry Magazine Tourer of the Year title which was presented to the Unicorn Seville.
The results from the show are the continuation of what has been a very encouraging start to the new model year for Bailey. Retailer site sales in the final quarter have been running well above of those for the equivalent period last year and as a consequence the retail forward order book is now four weeks ahead of where it was twelve months ago and extends well into the new year. Again the positive reaction to the new Unicorn range has been the key to this achievement and since its introduction in September it has attracted in excess of £39 Million worth of retail orders – making it the most successful single product launch in the company’s sixty year history.
The company therefore remains optimistic looking forward and will be continuing with its progressive product development programme. Initially this involves the expansion of the Unicorn range through the introduction of two new layouts, the Madrid and the Almeria, at the end of the year. Next on the agenda is the launch of a new low-cost light-weight caravan range featuring the high performance Alu-Tech body shell – allowing a wider range of people to benefit from this award-winning technology. This in turn will be followed by a number of other new product and marketing initiatives to be rolled-out during the next twelve to eighteen months.
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