I’ll admit it—I once spent an entire rainy weekend camped out in my driveway, just testing every feature on my new Heartland fifth wheel. My neighbors thought I had lost it.
But when you love RV gear like I do, you don’t wait for perfect weather to play with slide-outs, lighting, and storage hacks.
That weekend sparked my curiosity about the brand itself. I wanted to know: who owns Heartland RV and how did it become such a recognizable name in the camping world?
Spoiler: the story involves big industry moves, brand shuffles, and a giant company you’ve definitely heard of.
Who Owns Heartland RV Today?
Image source- ir.thorindustries.com
Heartland RV is owned by Thor Industries, the world’s largest RV manufacturer. Thor scooped up Heartland back in 2010, adding it to its already massive family of RV brands.
If you’ve heard of Airstream, Keystone, or Jayco, you’ve already brushed shoulders with Thor.
But here’s the twist: in March 2025, Thor announced a “strategic realignment” of Heartland. Translation?
They reorganized things to keep business running smoothly during a tough RV market. As part of the shift, Heartland now operates under Jayco, another brand in the Thor portfolio.
So while Thor still owns the big picture, Heartland officially lives under Jayco’s umbrella.
Why Did Thor Move Heartland Under Jayco?
When Thor made the announcement in March 2025, it wasn’t about cutting corners or shutting down brands.
It was about efficiency. The RV market was in a slump, and consolidating operations helped them stay strong.
The realignment meant:
- Heartland became a subsidiary of Jayco. This gave it access to Jayco’s structure and support.
- Some private-label brands that Heartland used to build shifted to Dutchmen Manufacturing, part of Keystone RV (also owned by Thor).
The important part? Customers weren’t left hanging. Warranties, dealer relationships, and service remained intact. If you owned a Heartland rig before the shuffle, you didn’t lose support.
What Does Heartland RV Build?
Heartland is known for making some of the most popular fifth wheels and travel trailers on the market. Their rigs are designed for both families and hardcore RVers like me who push gear to the limits.
Some standout models include:
- Cyclone – a luxury toy hauler for those who want to bring the ATVs, dirt bikes, or even a golf cart.
- North Trail – lightweight travel trailers that are easy to tow but packed with modern layouts.
- Sundance – versatile fifth wheels and trailers that balance affordability with comfort.
If you’ve camped next to a Heartland, you know they have a reputation for roomy interiors and smart storage tricks.
How Big Is Thor Industries, Really?
Image source- thorindustries.com
When you ask who owns Heartland RV, you can’t ignore just how massive Thor Industries is. They aren’t just the biggest RV company in the U.S.—they’re the biggest in the world.
Thor grabbed the global top spot after acquiring Erwin Hymer Group, Europe’s leading RV maker, in 2018. That deal gave Thor control across two continents.
Here’s a quick look at how Thor stacks up against competitors:
| Company | Parent Owner | Big Brands | Claim to Fame |
| Thor Industries | Independent (public) | Airstream, Jayco, Keystone, Heartland, Hymer, Tiffin | Largest global RV manufacturer |
| Forest River | Berkshire Hathaway | Coachmen, Rockwood, Cedar Creek | Strong U.S. market presence |
| Winnebago | Independent (public) | Winnebago, Newmar, Chris-Craft Boats | Iconic Class A motorhomes |
Thor dominates in revenue, brand variety, and market share. They lead in travel trailers, fifth wheels, and all three motorhome classes (A, B, and C).
How Does Heartland Fit Into the Bigger Picture?
Heartland isn’t just another logo in Thor’s lineup. It fills a unique spot in the mid-range RV market, giving buyers access to stylish, practical rigs without luxury price tags.
By putting Heartland under Jayco, Thor essentially grouped brands with similar customer bases to make operations smoother.
For RVers, this means more consistency in quality control, parts availability, and dealer networks.
It also means that if you’ve owned both a Jayco and a Heartland, you’ll notice some shared DNA—like layouts and materials—without losing the brand’s individuality.
How Do You Know If Heartland RV Is Right for You?
If you’re shopping for an RV, brand ownership can feel like inside baseball. But it does matter. Knowing who owns Heartland RV tells you what kind of support and innovation you can expect.
Here’s how I’d break it down:
- If you want a toy hauler that feels like a luxury condo on wheels, check out the Heartland Cyclone.
- If you’re looking for something lightweight and towable with a half-ton truck, the North Trail is a strong choice.
- If you want a balance of price and comfort, the Sundance lineup is worth exploring.
And remember—because Thor owns Heartland, parts, service, and warranty support have serious backing. That’s peace of mind worth factoring in.
FAQ: Quick Answers About Heartland RV
Is Heartland RV going out of business?
Nope.
The 2025 realignment made some people nervous, but Heartland isn’t disappearing.
It was moved under Jayco to strengthen operations. Customers still get full support, and the brand continues to produce its most popular models.
Are Heartland RVs good quality?
Yes. Like any RV brand, you’ll hear mixed reviews depending on the model and year.
But overall, Heartland rigs are known for spacious layouts, strong construction, and features that make RV life more comfortable.
I’ve personally tested storage space in a Heartland fifth wheel that held more camping gear than I should probably admit to owning.
What other RV brands does Thor own?
Thor’s portfolio is huge. Besides Heartland, it includes Airstream, Jayco, Keystone, Tiffin, Dutchmen, and Europe’s Hymer brand.
Basically, if you’re walking through an RV show, chances are one in three rigs belongs to Thor.
Who is Thor’s biggest competitor?
That would be Forest River, Inc., owned by Berkshire Hathaway. Forest River has a big presence in the U.S. with brands like Coachmen and Rockwood.
Winnebago is another competitor, though it’s smaller compared to Thor and Forest River.
Wrapping It Up With a Bow on the Hitch
So, who owns Heartland RV? The answer is clear: it’s part of Thor Industries, and since 2025, it’s been a subsidiary of Jayco.
The realignment wasn’t a bad omen—it was a strategy to make the brand stronger during a market dip. As someone who geeks out on RV tech and brand histories, I find it reassuring.
When I park my Heartland next to a Jayco at the campground, I know they’re cousins under the same massive family tree.
And that means better support, smarter designs, and more innovation coming down the road.
If you’re in the market for a new rig, don’t just ask about floorplans or tow ratings. Ask about the brand’s backing.
With Heartland, you’re riding with the biggest RV company in the world standing behind you. And that, my friend, is worth more than all the driveway campouts combined.
