A few decades ago, car sales were an indicator of the strength of the national economy.  They probably still are. But the evolution of the car industry from being led largely by US firms to a global business changes that axiom, doesn’t it? Besides, nearly everyone needs cars.  How about luxury items that people don’t need?  What does that tell us about the health of the economy? And what lessons are there for marketers in other industries?

Well, it’s predicted to be a good year for recreational vehicle sales, say RV dealers and manufacturers and the RV trade organization.

After three years of declines, the RV industry rebounded in 2010 with a 47.7% gain in shipments. As a whole, the industry is expecting an increase of 3.9% over the 2010 numbers.

Low interest rates and pent up demand are some of the reasons for sales growth.  But the biggest reason is customer attitudes. Phil Sarvari, executive vice president of Gulf Stream Coach Inc. in Nappanee, Ind., agrees.

“As long as people feel good and they know they are going to have jobs, they will be willing to spend,” Sarvari said.

Americans have embraced RVs, he said, and want to continue camping and using that outdoor experience to bond with their family and friends. “It is a way of life. It is relaxing. They support each other, they tell stories and play games. You know, that is important,” Sarvari said.

As marketers, there are a number of clues for us to heed in this scenario: customer attitudes, the desire to create and share stories and the devotion to a lifestyle even in tough times. 

Think about how these factors drive a market.