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Launching A New Line Of Luxury

Jayco unveiled a new “luxury” coach at the Tampa RV SuperShow. Here is some of the press release information:

The Jayco Embark luxury coach is designed to meet consumer demand for a premium, more accessible package for younger RV buyers, as well as customers looking to drive a smaller coach, while remaining on the premium motorhome foundation. Spartan’s premium chassis features an independent front suspension with Bilstein shocks, providing the 37-foot coach with best-in-class ride and handling; it also features better serviceability, and Spartan’s extensive service and support network.

The Embark Class A Diesel luxury motorhome features:

  • Three eye-catching premium exterior paint choices
  • Choice of two stunning interior décors
  • Galley kitchen galley complete with residential refrigerator with ice maker and water dispenser, induction cooktop, 1.5 cu. ft. convection microwave oven, solid-surface countertops and stainless steel sink
  • Versatouch Lyra command center with App
  • Entertainment system including a 50-inch LED HDTV with a sound bar in the living room and a 32-inch LED HDTV in the bedroom
  • Exterior 39-inch LED HDTV
  • Industry-leading manufacturer’s limited 2-year warranty and 24-hour roadside protection plan

The Spartan K1 360 chassis features:

  • Industry first Cummins B-series engine packaged chassis with an Independent Front Suspension
  • Bilstein 46mm shocks which provide consistent ride tuning
  • Easier serviceability with Spartan’s exclusive side-mounted service center
  • 10,000 lb. towing capacity
  • Raised rail design for frame strength and basement storage
  • Rear-mounted radiator and charge air cooler, parallel air flow system with low-profile radiator with clutch to minimize noise and dust kick-up

This is Spartan’s first foray into the Cummins B-series diesel market segment and an indication that the red hot RV market sees room for an entry level diesel pusher with some upscale pricing.

Specs and features here.

I configured the 37MB model with the following options:

  • Canadian Standard (not sure what that is but being a Canadian I thought, “what the heck, eh?”)
  • Customer Value Package which includes an 8kW diesel generation, 2,000 watt inverter, 15,000 BTU air conditioner with heat pump (2), automatic leveling jacks, backup and sideview cameras, power awning, solar shades and a couple of other minor items. (Not sure why you would order a coach without most of these items.)
  • Central Vac
  • Theatre Seating
  • Winegard Satellite Dish
  • WiFi Extender
  • Slideout Storage Tray
  • Solar Prep
  • Washer/Dryer

This is the floorplan:

And this is an interior shot from their website.

Add it all up and the coach lists for $300,000 USD or about $380,000 CAD. Assuming a 25% discount off MSRP and adding in taxes and dealer prep, this coach is roughly $325,000 CAD. Seems a bit high for younger RV buyers. North of $300,000 and you can find some wonderful lightly used models albeit with a larger chassis.

And it doesn’t look all that great in the photo gallery. Seating, finishes and cabinetry don’t cry out luxury to me.

Seems like a lot for a little coach.

It would be interesting to see how it drives on the Spartan chassis. And perhaps it does fit a certain customer segment.

Either that or there is so much demand that price and value aren’t all that meaningful in the market right now. Build something as cheap as possible and sell it for as much as possible.