How Cruise America is Keeping You in the Driver's Seat


These days, it feels like time flies by faster than the landscape outside your driver’s side window. Our connected world changes every day, and it can feel like a struggle to keep up. But one thing is constant in our little corner of the world: Cruise America is keeping customers like you in the driver’s seat.

Why? Because you are the reason we’re here. We work hard every day to make sure customers like you get to keep enjoying the RV life and the beauty of North America. Our customers have been in the driver’s seat since day one all the way back in 1972, and they’re going to stay there well into the future. 

Here’s how we will make sure that stays true:

We’re Sticking to Our Vision

In 1972, Robert Smalley Sr. founded Cruise America with a single RV and a vision. That vision was to make the RV experience accessible to every American who wanted to ride the roads RV style. 

Fifty years, 132 locations, 33 U.S. states, and five Canadian provinces later, Cruise America has achieved that goal. This is the juncture where many successful companies turn a blind eye to their founding principles in the interests of corporate growth. That’s not us.

Instead, we’re doubling down on the vision that got us this far. We’re putting more customized RVs onto North American roads. We’re shaking hands with more people, helping more people plan their unforgettable vacations, and bringing the joy of road tripping to the hearts of more families. We’re keeping you in the driver’s seat by putting your experience with us first, always.

We’re Reaching Out To You

To keep you in the driver’s seat, we have to hear from you. But we don’t expect you to know that. We are reaching out to you to make sure we get the feedback we need to make Cruise America a company that works for customers like you.

How are we doing that, exactly? We’re doing it in a few key ways:

  • We’re doing the #BeThereNow contest, in which Cruisers share their stories, photos, and videos with us. 
  • We’re continuing to pursue customer reviews on every platform we can find. Every review — good or otherwise — is information we can act on to make improvements.
  • We’re chasing down your ideas and making them a reality. Every year, we seek feedback and ideas from customers about how to make our custom rental RVs even better, and those ideas turn into real features on each year’s models.

We’re Putting Employees in Charge

One of the best decisions we ever made was becoming a company that is 100% employee-owned. Our people are what make us great, and putting them in charge just made sense.

But it’s about more than what makes sense. It’s also about the reward system for a job well done. Each and every one of our employees now has a vested interest in your experience with us being great. 

That means every employee will take your feedback, needs, and concerns seriously. They’re going to put you first, which is just another way of saying they are going to keep you in the driver’s seat.

We’re Going After Sustainable Growth

Growing for the sake of it isn’t a good thing for any company, but taking calculated and careful steps to serve more people in more places is what Cruise America is all about. The more people we reach and the better our services, the more our customers remain in the driver’s seat.

How are we doing that? By seeking out opportunities to open more locations in places that are currently underserved with RV rental options, including international locations. As our locations, fleet and team of employees grow, our customer base grows. And that’s exactly what we want to see.

Another way we’re pursuing sustainable growth is seeking out more partners who can enhance your RV rental experience, such as one of our more recent partnerships with The Dyrt PRO to help our customers find the perfect places to camp every single time.

You Keep Driving, We’ll Keep You Moving

As long as people have a thirst for adventure and North America is one of the most beautiful places for a road trip in the world, Cruise America will be here. As long as there are people who want to rent an RV from us, we’ll be here. And you will always be in the driver’s seat.

Hold us accountable. Tell us about your experience. Help us keep innovating and improving. You rely on us for high-quality RVs; we rely on you for feedback so we can keep getting better. Whether you have a question or want to rent an RV, reach out to us. We’re looking forward to speaking with you.