Dometic announced a new brand positioning for the company at the Recreational Vehicle Industry Association’s National RV Trade Show in Louisville, Ky., on Monday and plans to unveil the new strategy to the marine industry on Feb. 16 at the Miami International Boat Show.
The company said its brands, which include Atwood, Fantastic Vent, Marine Air and Cruisair, are being unified into a single brand: Dometic. By harmonizing the brands, the company said it is able to unify the breadth of its products, resources and expertise into one cohesive global powerhouse in the mobile living market.
“Dometic is a global company that provides great solutions to satisfy people’s essential needs when living mobile,” Dometic Americas senior vice president of marketing Kelly McGann said in a statement.
“We offer smart and reliable products with outstanding design. Our new mission and tagline for Dometic is ‘Mobile Living Made Easy.’ At the heart of this new brand platform is a sharp focus on our end consumers — RV owners, boat owners, truck drivers and outdoor enthusiasts.
“Dometic is on a journey to make a seamless and consistent experience for our customers; fulfilling the promise of Mobile Living Made Easy, which is expressed in a new, fresh and modern visual identity centered on the values of our end consumers.”
Dometic said it makes smart, reliable products with outstanding design for mobile living in the areas of climate, hygiene and sanitation, and food and beverage.
The company said it makes and sells products in these areas mainly for use in recreational vehicles, trucks and premium cars, cruisers and workboats, and for a variety of other uses.