A version of this article appeared in the October 2003 issue of Harvard Business Review.
Innovating a Classic at Airstream
Airstream trailers have become so cool that MTV bought one for its lobby. How did the RV maker turn its aluminum oldie into the hip new thing?
Summary.
Reprint: F0310C
Airstream’s ability to innovate and grow depends on balancing longtime owners’ expectations with new buyers’ desires. In this conversation, president and CEO Dicky Riegel speaks about making sure that the more the iconic, egg-shaped aluminum trailers change, the more they remain the same.
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