Martine van der Klauw
EditorMartine dreams of back-to-basics camping but travels by caravan with her husband and their two children. She writes about caravans and campsites for Campingtrend.
Hobby opts for striking strategy with new British brand Aura
German caravan and motorhome manufacturer Hobby is launching a new brand for the British camping market. Hobby's vehicles in Great Britain will carry the brand name Aura. As before, they will be built at the factory in Fockbek, Northern Germany, but will feature a distinct look, equipment, and layouts tailored specifically to the UK market.
Why is Hobby launching the new Aura brand in the UK market?
Hobby presented Aura last week at the Motorhome and Caravan Show in Birmingham, UK. The German manufacturer wants to approach the British market in a new way. According to Hobby, British campers demand specific layouts and a dedicated dealer network. That is why the manufacturer has chosen a brand tailored precisely to the desires of the UK market.
Hobby is partnering with Mike Lake for the development and sales of Aura. He is the former British representative for brands including Knaus. Lake previously introduced Aura as a campervan brand. Now, Hobby is expanding the range to include caravans and low-profile motorhomes. Production of the existing Aura campervans is also moving to the factory in Fockbek.
As a result, the Hobby brand name will largely disappear from British showrooms. Only the Beachy caravans will remain on sale under the Hobby name. Existing Hobby models for the British market will now carry the Aura logo. The manufacturer is also adapting layouts, upholstery, furniture, and standard equipment.
Which caravans, campervans, and motorhomes does Aura offer?
The Aura brand focuses on three product categories for British campers:
- Caravans: Within this range, you can choose between the Aura DeLuxe and the Aura Prestige. The Aura DeLuxe features four layouts ranging from 5.97 to 7.50 metres in length, sleeping up to six people. The larger Aura Prestige measures 7.50 to 9 metres and also offers four layouts for up to six people.
- Campervans: Aura splits its range into the OnTour and Prestige series.
- Motorhomes: Choices here include the Aura OnTour C, the Aura OnTour T, the Aura Prestige T, and the more spacious Aura Maxia. Depending on the specification, the motorhomes offer up to six berths.
Is the Aura brand also coming to the Netherlands?
For now, Aura is focusing exclusively on the United Kingdom. The vehicles will be available through a selected network of British dealers and showcased at British camping shows. Whether Hobby will eventually introduce the Aura brand to the Netherlands or other European countries is not yet known.
For now, it is primarily a striking strategic move by Hobby: the German manufacturer will continue to build the vehicles, but has chosen a new brand name and a tailored product approach in Great Britain.
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