We spoke with Sales Managing Director Bodo Diller about the current market situation, new product innovations, and LMC’s vision for the future

Words Claus-Detlev Bues

LMC, located in the Westphalian town of Sassenberg, is one of Germany’s most established caravanning manufacturers. Following the plant expansion in 2018, the Sassenberg site became one of the most modern production facilities in the European caravanning industry. The LMC management team includes Timo Ecke, who oversees production and development, and Bodo Diller, in charge of sales.

Aboutcamp BtoB − LMC is one of the most historic companies in the European caravanning industry. The first caravan was built in 1955, and in 1991, LMC became part of the Erwin Hymer Group. How has the company developed over time, both at the corporate level and in its relationship with the market?
Bodo Diller − That’s right, we will be celebrating our 70th anniversary in 2025, and we are pleased to offer a brief insight into the company’s history. We will regularly share small stories about our developments here. LMC Caravan, based in the Münsterland region, reflects the down-to-earth and honest mentality of the people from this area, incorporating these traits into the core values of our brand. In our opinion, solid workmanship and genuine craftsmanship are the strengths of our region. Few would expect to find a modern, state-of-the-art production facility for recreational vehicles, covering an area of over 200,000 m², in the small town of Sassenberg in Westphalia’s Münsterland region. Our factory is considered one of the most modern in Europe. A lot has happened since the company’s founding in 1955. Starting with the production of the legendary Caravan Knospe, the company has grown steadily. In the 1960s, 15 employees produced the Knospe in various versions. Wilhelm Saure, who took over the company as ‘Wilhelm Saure KG’ in 1966, ushered in a period of growth and expanded production. The Lord and Münsterland series helped achieve the production of the 10,000th caravan just ten years later. In the 1980s, motorhome production was added, and the company was renamed LMC Lord Münsterland GmbH. In 1991, LMC was acquired by Erwin Hymer and continued as LMC-Caravan GmbH. Caravans were produced for the T.E.C. brand, and in 1995, T.E.C. moved to the Sassenberg site. Around the turn of the millennium, investments were made in a new customer service center, a new production and logistics hall, and updated machinery and equipment. In 2018, a further expansion of production doubled the plant’s capacity, with machinery updated to the latest state of the art. We can proudly claim that we have quickly adapted to changing market conditions. For example, in 2021, we responded to market demand by adding the camper van segment to our production line at short notice. Today, LMC is a modern facility where we produce vehicles in the caravan, motorhome, and camper van segments. In addition to producing LMC vehicles, the Sassenberg site also manufactures for other sister companies within the Erwin Hymer Group.

Aboutcamp BtoB − Can you give us an overview of LMC’s production structure? What changes or developments have there been over the years in terms of plant facilities, machinery, and construction processes?
Bodo Diller − The major expansion of the plant, completed with the opening of the new production facility in 2018, helped to double production capacity through the use of the latest technology and marked a milestone in LMC’s history. In addition to restructuring workflows, investments were made in a water jet cutting system, a roof line, an edge processing center, and hail protection roofs to optimize production.

Aboutcamp BtoB − What synergies exist between LMC, as a member of the Erwin Hymer Group, and the other companies within the group? Do you also produce vehicles for other brands in your factory?
Bodo Diller − The integration into the Hymer Group in 1991 strengthened the brand by providing a solid foundation, particularly in the further development of processes and the exploitation of synergies. The group grants us access to services that are more cost-effective collectively, such as a joint legal department, shared IT services, and knowledge transfer through competence centers distributed among the group’s affiliates. LMC is recognized as the Caravan Competence Center within the group. We also manufacture caravans on behalf of our affiliates, tailored to their requirements and specifications.

Aboutcamp BtoB − The market seems to be showing signs of normalization today. How is LMC responding to this development, and what strategies are in place to navigate these market conditions?
Bodo Diller − The caravanning market has always experienced regular fluctuations. In recent years, we have faced the unique impact of the coronavirus pandemic, which has reaffirmed that our way of traveling offers more freedom than others. Trade fairs continue to demonstrate that interest in caravanning remains strong, with visitor numbers consistently reaching new records. The increasing registration figures, particularly in the motorhome segment, confirm this trend. We are actively supporting our dealers in reducing their currently excessive inventories. For this year, we have adjusted our production capacities to further decrease trade inventories, allowing us to return to a normal season with standard inventory levels next September. As a manufacturer, it is crucial to have strategies that enable us to respond to market changes promptly. These strategies include quickly addressing customer needs in terms of price sensitivity and requirements, as well as allowing for adaptable production regarding unit numbers and timely delivery. In our anniversary year, we will be launching numerous new products and designs in response to market conditions, with the first completely new developments set to be presented at CMT Stuttgart in January 2025.

Aboutcamp BtoB − Despite the recent decline in the caravan market, LMC continues to invest in this segment. How do you foresee the importance of caravan production evolving in the future, and what strategies are you employing to maintain or grow your market share?
Bodo Diller − We continue to observe stable interest in purchasing caravans. Even in a declining market, we have managed to increase our market share over the last 12 months. This reaffirms that our products are market-oriented and viewed as attractive by potential buyers. Our new design has been particularly well received, and we are extending it to upcoming model series that are now nearing the final stages of development. However, I prefer not to reveal too much at this stage.

Aboutcamp BtoB − In recent years, LMC has made significant investments in the Sassenberg site to strengthen its position in the motorhome and caravan markets. Could you explain these investments and their impact on LMC’s market share in more detail?
Bodo Diller − In recent years, LMC has made targeted investments in the Sassenberg site to enhance both production capacities and the quality of our caravans, motorhomes, and camper vans. These investments encompass modernized manufacturing technologies, sustainable production methods, and training programs for our employees. These initiatives have not only increased our efficiency but also enabled us to launch innovative products that meet our customers’ needs. We have placed particular emphasis on quality, setting the goal of becoming the benchmark in the industry, which our customers expect from us. These strategic steps have helped us increase our market share across all segments and further establish LMC as a trusted brand in the recreational vehicle industry.

Aboutcamp BtoB − For many years, LMC has offered a pop-top roof not only for motorhomes and campervans but also for caravans. Was this solution developed to differentiate LMC in an increasingly homogeneous market?
Bodo Diller − We have included the pop-top roof for our caravans in our program since 2011, and it is an excellent way to expand the space for travelers, creating a second room. LMC is recognized as a think tank for caravans, particularly for such developments. Of course, we can differentiate ourselves from many manufacturers with this product, offering great added value to interested parties.

Aboutcamp BtoB − The long warranty period offered for LMC vehicles has proven to be a successful strategy. How has this initiative contributed to customer satisfaction and brand loyalty?
Bodo Diller − Our LMC owners are very loyal to the brand, and our 12-year leak warranty certainly contributes to this. We believe that the quality and durability of our products are crucial factors here.

Aboutcamp BtoB − LMC has recently announced a collaboration with Humbaur through the new brand MODO. Could you explain the strategic objectives behind this partnership and how it will enhance the offerings and market presence of both companies?
Bodo Diller − Together with Europe’s largest trailer manufacturer, Humbaur GmbH, we are introducing MODO, an innovation outside the well-known product segments of caravans, motorhomes, campervans, and transport trailers. MODO is the result of close cooperation with Humbaur—a multifunctional vehicle that impresses in both professional and private everyday life. Thanks to its modular interior design, it offers maximum flexibility and versatility. The strategic goal of this collaboration is to showcase our flexible furniture system within a high-quality trailer and to enter the market with it. For Humbaur, this partnership expands their range to include camping trailers, while for us at LMC, it presents an opportunity to highlight our furniture system among the target group of tradespeople. The large market for self-conversion is also exciting. We provide them with the opportunity to use our system to convert their dream vehicle flexibly, quickly, and cost-effectively according to their own ideas.

Aboutcamp BtoB − The Tourer Alcove was introduced as one of LMC’s innovations for the 2024 season. Can you tell us how the market has responded so far?
Bodo Diller − The Tourer Alcove was introduced at the beginning of 2024, so it is still quite new in the market. However, it has proven particularly popular with rental companies. Specifically, the six-person registration at a weight of 3.5 tons is attractive for rental businesses, making it possible for larger families or travel groups to enjoy a motorhome holiday—all with a Class B driver’s license, which certainly provides a competitive advantage.

Aboutcamp BtoB − Winning the German Innovation Award is a significant achievement. How does LMC plan to continue promoting innovation, and are there any upcoming projects or technologies that you are particularly excited about?
Bodo Diller − We are thrilled to receive the award for our Innovans 592, a camper van under 6 meters with lengthwise beds. Our development department thoroughly enjoyed working on the smart furniture construction solutions for this model. We showcased the 592 as a prototype at the CMT and conducted a survey among trade fair visitors. We always welcome visitor feedback to gather helpful insights for the further development of the prototype, as the “market opinion” is invaluable to our innovations.
At the last Caravan Salon, we once again conducted a study and collected feedback from visitors to determine whether the Innovan Active concept could also work for a caravan. The Innovan Active features an off-road aesthetic. The idea is that many SUV drivers don’t utilize their vehicles for off-roading, yet they appreciate the look. This concept is effective for the Innovan Active. We wondered whether an SUV driver would prefer to tow a visually matching caravan and if they would be willing to invest more money for it. In addition to the design, we’ve added practical features, such as a folding ladder to access the roof, which is equipped with roof rails for storing additional equipment outside. The all-around and underbody lighting, which enhances visibility in the dark, was rated as very useful by 36.76% of participants—a clear plus for safety during (off-road) camping, should the need arise during a holiday.

Aboutcamp BtoB − LMC recently received the Lean Stars Award 2024, which recognizes the company’s achievements in lean management. Can you explain the specific practices or initiatives that contributed to receiving this award and how they have impacted overall production efficiency and product quality at LMC?
Bodo Diller − In April 2020, the Lean Stars Awards were presented as part of the annual EHG Lean Maturity Assessment—an internal group prize recognizing outstanding lean management. We received the Lean Allstar Award for our exceptional performance and continuous development of lean activities. The goal of lean management is to enhance process efficiency through standardized production systems and to eliminate unnecessary activities, thereby improving performance and customer satisfaction. For us at LMC, this award is a testament to our ongoing commitment to continuous improvement through lean management. Since 2019, lean management has been firmly embedded in the operational strategies of EHG and LMC. At our plant, ten individuals from various departments collaborate as a cross-functional team, working together to develop sustainable solutions for continuous improvement. At LMC, our focus in this area includes optimal workplace design, quality management, strategic leadership, and shop floor management.

Aboutcamp BtoB − With the introduction of the Tourer series, LMC continues to focus on lightweight construction and optimized use of space. What else is technically possible in the field of lightweight construction to make the vehicles even lighter?
Bodo Diller − The topic of lightweight construction is a major focus at LMC. For us, it’s not about eliminating features but rather optimizing the use of materials and design. Our design and development department continually reviews and enhances our products, even within model cycles. The Tourer series exemplifies this approach. Even at its launch, the weight of the vehicles was quite encouraging. Over the last model year, we achieved a weight reduction by replacing materials, allowing us to target an additional 30 kg reduction in the future. It is particularly important to us that this does not come at the expense of quality. With the Tourer Alkoven, we have designed a model that realistically accommodates six people for a pleasant holiday, providing six seats and berths, ample storage for additional loads, all while keeping the weight under 3.5 tons (mass in running order: 2,841 kg).

Aboutcamp BtoB − How do you envision LMC Genuine Accessories helping dealers and improving the overall customer experience? What kind of products can customers expect in this new range, now that they were introduced in August?
Bodo Diller − With LMC Genuine Accessories, we are providing our customers with the opportunity to easily view all the accessories that fit their vehicles perfectly, making it simpler to find what they need. One example is the various passenger door safes. In our LMC original accessories overview on our website, interested parties can find the right safe for the Fiat, Citroën, and Ford chassis directly under the ‘Safety’ category. Our trade partners often have their own accessories shop, which can showcase these items directly in the display, thereby drawing the attention of potential customers to precisely fitting products. We have summarized the product portfolio into the following categories:

Your Vehicle: This category features items that enhance comfort or expand your vehicle’s functionality, such as an additional child bed for the cockpit.
Security: Here, we list items that enhance travel safety, for example, sensors for the LMC Home app.
Comfort: This category includes products that make the interior cozier, such as a driver’s cabin rug or LED spotlights for the power rail.
Multimedia: This category features items like tablet or smartphone holders and USB charging sockets.
Utilities: Here, you will find items ranging from water filters and pumps to electrical supplies.
Merchandise: For fans of the LMC brand, we offer promotional items suitable for holidays, such as folding boxes or reflective vests.
Backrack+: As a special category, we list all items related to the Backrack+, a component carrier for our Innovans on Fiat.

Aboutcamp BtoB − What are LMC’s plans for the future? How do you see the company developing in the coming years, and what can customers expect in terms of new products and innovations?
Bodo Diller − Our goal for the LMC brand is to enable our customers to enjoy a carefree holiday experience in their mobile homes and caravans. To achieve this, we are consistently positioning our company for a sustainable future, fulfilling our vision of being “a profitable recreational vehicle manufacturer with a noticeable presence in Europe.” To strengthen this vision, we continue to develop market-oriented products that cater to the needs of our target group, focusing on both interior and exterior design as well as pricing. Next year, we will celebrate our 70th anniversary with the theme “70 years of LMC – experts by tradition.” To mark this occasion, our portfolio will expand to include special models in the caravan, motorhome, and camper van segments. In January, we will provide a sneak peek of a new caravan series that will be available in stores at the season’s kickoff. The excitement of new products will continue with the model year change, featuring extensive updates to the Cruiser motorhome series. Stay tuned, as we have a few more launches planned for the new model year, but we won’t disclose any further details at this time.