Selling luxury on wheels

By ELLEN READ

A mid-life crisis prompted by the children leaving home and a desire for a lifestyle change led Steve and Corry Thornton to start their own business from their Ohope base.

It's definitely a small business at the moment, just 7.2m long and totally mobile - a specially designed motor home available for lease.

"We were thinking about going around the country in a motor home and ended up being advised by the accountants to set up the business," Steve Thornton explains.

Aimed at the discerning traveller, corporates, the film industry and event organisers, the motor home is built for luxury.

The Thorntons - who also run a homestay in Ohope - looked at second-hand motor homes for refurbishing but, because they were aiming for the top end of the market, decided to commission a new model.

"We had to go for the top-end niche because the rest of the market is well served by existing companies," Steve Thornton said.

Those businesses were very supportive and helpful, he said, because the Thorntons were aiming for a different market and were not a threat to them.

The first vehicle was commissioned last November and is a luxury motor home capable of sleeping four people.

"We wanted to produce a vehicle that has permanent plush features, and it's the only one available for hire in New Zealand," Steve Thornton said.

It came with a television, a DVD player, a CD player, internet access, telephones and a digital camera.

Those conveniences were necessary for overseas visitors who could not leave their business totally behind.

Also on board were mountain bikes, fishing equipment and a barbecue, all included in a daily rental which starts from $320.

"We didn't want to have any extras as people just want to pay the bottom line."

The vehicle had a shower and toilet, full cooking facilities and generated its own power.

Steve Thornton said trying to market the vehicle had its difficulties because people had a set idea of what was on offer.

But as soon as he had the motor home ready and showed it to people, the doors opened.

The Taranaki film set where Tom Cruise was at work was interested in leasing four luxury vehicles, but because only one was available the film company eventually brought some in from the United States.

"Once you've established the firm foundation of your business, marketing must be the major strategy to move forward, and that's just where we're at now," Steve Thornton said.

The Thorntons plan to have several high-quality vehicles, and plans are under way for a vehicle designed for small business meetings.

The first vehicle cost $200,000 and was privately financed by the Thorntons.

With the next likely to cost about $300,000, the business is looking for a venture capital partner.

Steve Thornton said that had proved tricky because they seemed to shy away from the tourism industry.

"Small companies need finance at the beginning of an idea as opposed to in the middle. The money is available once you're operating but that's not necessarily the right time."