THOR Industries is moving forward with a broader overhaul of its North American recreational vehicle business, announcing a series of leadership appointments designed to improve coordination across its RV companies and accelerate the benefits of its evolving operating model.
The changes, announced September 10, include the appointment of Ken Walters as president of North American RV operations. Walters, who previously led Jayco and the Jayco and Tiffin Motorhomes group, will now coordinate operations across THOR’s North American RV companies.
The leadership transition comes as THOR works to streamline its long-standing decentralized structure, strengthen financial performance, and identify opportunities to improve affordability for RV customers and business conditions for its dealer partners.
Ken Walters to oversee North American RV operations
Walters will report to THOR’s executive management team in Elkhart, Indiana, and will be responsible for coordinating the implementation of the company’s North American RV operating model.
During his tenure at Jayco, Walters guided the company through a challenging market while maintaining a focus on dealers and retail customers, according to THOR President and CEO Bob Martin.
THOR believes that extending the leadership and operational practices developed within its existing RV groups across the wider North American business could create additional benefits for the company.
Jayco appoints new president
With Walters taking on his expanded role, Nic Martin, previously Jayco’s vice president of sales, has been named president of Jayco.
Martin brings experience in both sales and operations and will be responsible for leading Jayco as the company continues its development within the competitive RV market.
The appointment maintains leadership continuity at one of THOR’s major RV brands while allowing Walters to focus on the broader North American business.
THOR establishes three operating groups
The latest changes follow THOR’s evaluation of its previously announced North American RV operating structure.
The company said that closer coordination across its RV businesses could deliver greater benefits and accelerate the implementation of shared initiatives. Under the updated structure, THOR will operate through three distinct groups:
- North American RV: Coordinating the company’s North American recreational vehicle operations.
- European: Overseeing THOR’s European business.
- Supply: Managing the company’s supply-related operations.
THOR said the revised approach is intended to improve organizational alignment, strengthen operational execution, and help unlock potential cost savings.
New financial and marketing leadership
As part of the restructuring, THOR has also announced two additional appointments for its North American RV operations.
Mike Ritchie, previously vice president of finance at Jayco, will become chief financial officer of North American RV operations. In this role, he will focus on financial performance and coordinating initiatives intended to create efficiencies across the company’s North American RV businesses.
Ritchie will continue reporting to Colleen Zuhl, THOR’s senior vice president and chief financial officer. He and Walters will also remain involved in the operational and financial performance of the company’s RV businesses at the local level.
Meanwhile, Trey Miller, Jayco’s vice president of marketing, has been promoted to chief marketing officer of THOR’s North American RV operations. Miller previously held senior marketing positions at Dometic and Stag Parkway.
His new responsibilities will include overseeing and coordinating marketing teams across THOR’s North American RV operations.
Troy James named president of Keystone RV
THOR has also appointed Troy James as president of Keystone RV.
James previously served as chief operating officer of the Thor Motor Coach and Keystone group. He brings experience in North American and European sales and operations to his new position.
As president of Keystone, James will focus on improving organizational performance and strengthening the brand’s position in the RV industry.
Focus on efficiency and RV affordability
THOR’s leadership changes reflect the company’s broader effort to improve the efficiency of its North American RV operations.
According to the company, the updated operating model is intended to generate stronger coordination, identify structural improvements, and support cost savings. THOR also emphasized the importance of addressing affordability challenges facing RV buyers and pressures affecting dealers.
The company expects the revised leadership structure to help accelerate the execution of these initiatives across its North American RV businesses.
For RV manufacturers and dealership partners, the changes could be significant as THOR works to align its major operating companies around a more coordinated strategy. The effectiveness of the new structure will ultimately depend on how successfully the company translates its organizational changes into operational improvements and tangible benefits for the market.
Source: THOR Industries’ September 10, 2026 announcement regarding additional leadership changes to its North American RV operating model. This article has been independently rewritten for RVPS Insights.
