As Hobby prepares to celebrate its 60th anniversary in 2027, new Managing Director Mario Ahrens outlines the company’s strategy for the future

Words Claus-Detlev Bues

On the eve of its 60th anniversary in 2027, market-leading caravan producer Hobby is taking stock of its past and adapting to the more volatile market situation of the present and future. Mario Ahrens took over as Managing Director of the company in April 2026, having previously been in charge of human resources for a year before that. He shared his views with us at the 2026 Dealers’ Conference.

Below: Excellent Edition 495 UL

Aboutcamp BtoB − Mr Ahrens, you were responsible for human resources at Hobby until April 2026. You are now the Managing Director. Could you briefly outline your career path for us?
Mario Ahrens − I began my career in human resources and took on leadership responsibilities across various roles, most recently as Head of Human Resources in a number of medium-sized companies in northern Germany. The main focus was on developing organisations and implementing change. I have been responsible for human resources at Hobby since August 2025. During this time, I have helped to drive key initiatives such as digitalisation and strategic development. For me, the move to the management board is a logical next step, with the aim of now driving these initiatives forward at company-wide level.

Aboutcamp BtoB − What will your responsibilities be as Managing Director?
Mario Ahrens − In my role as Managing Director, I am responsible not only for human resources but also for production and engineering, as well as materials management and logistics. I thus hold a key operational role within the management team, focusing on efficient processes and the further development of the organisation.

Aboutcamp BtoB − What is the current composition of Hobby Caravan’s management team?
Mario Ahrens − Hobby’s management team consists of Holger Schulz and myself. Holger Schulz is responsible for sales, marketing and aftersales, as well as the commercial side of the business. I am responsible for the operational areas that I mentioned before. This structure is reinforced by an experienced management team, which includes Claudia Jung and Wolfgang Fundheller. Thorsten Baumeister has also recently joined our team as Head of Production and Engineering, bringing with him his many years of experience in international vehicle manufacturing. With this set-up, we are bringing the core business areas closely together and ensuring clear management.

Aboutcamp BtoB − What are the key tasks ahead for Hobby?
Mario Ahrens − Our key task is to consistently develop Hobby further within a challenging market environment. The focus is on three areas. Firstly, we are working intensively on further developing our processes to ensure we are faster, more efficient and, overall, more resilient. Secondly, we are driving forward digitalisation in a targeted manner, both in our internal processes and in our collaboration with our retail partners. Thirdly, we are consistently refining our products in terms of both design and technology to make them even more attractive to our customers. These areas are closely interlinked and affect the entire company. At the same time, we are keeping a very close eye on our cost structure to ensure our long-term competitiveness.

Below: Excellent Edition 540 UL

Aboutcamp BtoB − Will there be redundancies at Hobby as part of the market adjustment?
Mario Ahrens − Our focus is clearly on further developing Hobby structurally and organisationally and positioning the company for the future. The primary aim here is to improve processes and make the organisation as a whole more efficient. Our goal is to pursue this path together with our team.

Aboutcamp BtoB − Hobby is the global market leader in the caravan sector. A sector that has been struggling significantly in recent years. How and by what means can Hobby help to make caravans attractive again, particularly in light of the current boom in e-mobility?
Mario Ahrens − Caravans are and will remain our core competence. Even in a declining market, we see clear opportunities to further strengthen our position. Our approach is to further develop caravans in a targeted manner. This applies to design and layouts as well as technical efficiency, particularly in terms of weight and energy consumption. A concrete example is the development of a new underbody panelling in collaboration with a partner, which enables us to significantly reduce aerodynamic drag and thus noticeably improve range and efficiency. In conjunction with the growing importance of e-mobility, this is a key starting point. At the same time, the aim is to modernise the caravan range as a whole and tap into new target groups and markets.

Aboutcamp BtoB − Hobby has always been able to rely on a strong dealer network. What is the current situation in the retail sector?
Mario Ahrens − The situation in the retail sector is currently challenging; we recognise that very clearly. At the same time, our dealer network remains our key sales channel.
Our approach is to further intensify our collaboration with our partners and develop it structurally. This includes closer coordination, a clearer market focus, and stronger support for our dealers in their day-to-day operations. To this end, we have also reorganised our internal sales structure and created additional capacity within our field sales team to support our partners even more directly. At the same time, we are working to strategically expand our network, particularly in the DACH region (Germany, Austria, and Switzerland), and to attract new partners. Our aim is a stable, long-term partnership on an equal footing.

Aboutcamp BtoB − What is the situation in the motorhome sector?
Mario Ahrens − In the motorhome sector, we are currently seeing a noticeable easing of pressure on stock levels, even if the situation is not yet fully balanced. This applies both to us and to the dealer network. With our model range spanning from the entry-level segment right through to the upper mid-range, we are fundamentally well positioned. We deliberately focus on production in Germany and comprehensive standard equipment, which makes our vehicles highly competitive when compared on a like-for-like basis. We also place a clear emphasis on quality and reliable, standard-fit safety and comfort features. At the same time, we see further potential in the motorhome sector and will continue to develop our range in a targeted manner.

Below: Prestige T

Aboutcamp BtoB − Hobby is celebrating its 60th anniversary next year. Will there be anything special to mark the occasion?
Mario Ahrens − 60 years of Hobby is a special moment for us and, at the same time, an opportunity to look to the future. We are currently working on a series of design and technical enhancements, which we will showcase as part of the anniversary celebrations in both the caravan and motorhome sectors. Our aim is clear: to further modernise our vehicles whilst consistently building on our strengths in terms of equipment, quality, and suitability for everyday use.

Aboutcamp BtoB − An issue that is affecting the industry is that of staff shortages and a lack of skilled workers. What is the situation like for Hobby?
Mario Ahrens − The shortage of skilled workers is also a key issue for us. That is why we are consistently focusing on nurturing our own young talent and are systematically expanding our apprenticeship programmes. We are currently training a significant number of young people in various technical trades and intend to strengthen this area considerably in the long term. At the same time, we are exploring new avenues in recruitment, including on an international scale, and are specifically creating the necessary conditions to support this, for example in terms of accommodation. Our aim is to establish a stable long-term position and to build up the necessary skills within the company in a sustainable manner.

Aboutcamp BtoB − Caravan Salon 2026 is just around the corner. What new Hobby products will be on display at the show?
Mario Ahrens − Caravan Salon 2026 is an important platform for us to showcase the further development of our products. In the caravan sector, we are showcasing a comprehensively modernised model range for the 2027 season, whilst maintaining the same level of variety. The focus is on a revamped interior and exterior design, as well as a clearly noticeable improvement in comfort and user-friendliness. Particular emphasis is placed on the newly designed EXCELLENT EDITION series, as well as the further developed EXCELLENT and PRESTIGE models. In the motorhome sector, we are presenting the new PRESTIGE T – a completely revamped range – and expanding it to include additional layouts. At the same time, we are introducing standard updates in the areas of driving comfort and safety across our entire portfolio. Overall, this clearly demonstrates how we are systematically developing both caravans – our core competence – and the motorhome sector, whilst consistently modernising our products.