Meet James Field: Driving innovation in a changing market

Having spent two decades in the caravan and RV sector, James Field brings deep technical expertise and commercial leadership to his role as General Manager – Commercial and Product at Market Direct Group.

From workshop floors to national industry leadership and now overseeing a global product strategy, James offers an experience-backed perspective on compliance, innovation and the evolving Australian RV market.

Let’s start at the beginning – tell us about your professional background and how you found your way into the caravan industry.

James Field (JF): I’ve spent close to 20 years in the caravan and RV sector, starting in 2006 with hands-on roles in caravan workshops and service centres.

With qualifications in cabinetmaking, automotive technical operations and manufacturing, I moved into workshop management before transitioning into technical training, developing vocational resources for RV service and repairs.

I then spent six years with Caravan Industry Association of Australia. As Chief Technical Officer, I worked closely with government and industry on standards, regulations and the Recreational Vehicle Manufacturing Accreditation Program (RVMAP).

In 2021, I joined Market Direct Group as Technical and Compliance Manager. Over the past five years, I’ve transitioned into my current role as the group’s General Manager – Commercial and Product.

What does this role entail?

JF: In my role today, I lead Market Direct Group’s commercial strategy, model and product development, offshore manufacturing partner operations, marketing and technical standards across our brands in Australia and the United States.

What excites you about working in this sector?

JF: It’s practical and constantly changing. We’re designing products that people genuinely use to travel around Australia, often in demanding conditions, so getting it right matters.

The work is hands-on and collaborative, involving suppliers, dealers and internal teams to balance design, performance and compliance.

Customer expectations, technology and regulations are always evolving, which keeps the industry challenging and interesting. There’s a real satisfaction in seeing well-designed, well-built products being used as intended and knowing the decisions we make directly impact safety, reliability and customer experience.

What do you see as the biggest challenges facing the Australian caravan industry, and how is your business navigating them?

JF: The Australian caravan industry is facing rising customer expectations, rapid advancements in technology and an increasingly crowded market with hundreds of competing brands.

At the same time, purchasing a caravan is a discretionary decision, so factors like interest rates and cost-of-living pressures directly impact buyer confidence.

At Market Direct Group, we’re navigating this by focusing on product and market diversification, ensuring our ranges evolve to meet different customer needs and price points. Innovation plays a big role here, not just in features but in design, usability and ownership experience.

We also actively participate in voluntary industry programs like RVMAP and the Caravan Industry Salesperson Accreditation Program to build trust, professionalism and confidence in a highly competitive market.

As you mentioned, a number of Market Direct Group’s Australian-based sales staff are accredited through the Caravan Industry Salesperson Accreditation Program. Why does this matter – to your customers and to the business?

JF: For us, accreditation through the Caravan Industry Salesperson Accreditation Program matters because it elevates professionalism across the industry and sets clear expectations for customers about the level of product knowledge and ethical conduct they can expect from our sales teams.

Buying a caravan is a significant investment and often involves complex product choices, technical features and compliance implications. When our sales staff are accredited, customers can trust they are dealing with knowledgeable professionals who understand vehicle standards, tow-vehicle matching, safety considerations and regulatory compliance.

Our participation in the Caravan Industry Salesperson Accreditation Program reinforces our commitment to quality customer outcomes and supports our dealer network in delivering consistent, informed advice.

Looking ahead, how do you see the Australian RV retail market changing, and what will it take for businesses like yours to stay competitive?

JF: I expect we’ll see increased market consolidation as the industry matures. This is already happening and will likely accelerate as rising costs and a crowded marketplace put pressure on smaller or less agile operators.

The Australian caravan market is evolving, with imported products now competing strongly alongside Australian-made brands. Ultimately, consumers decide what best suits their needs. Some buyers will always prefer to purchase Australian-made caravans, and that choice is completely valid, but the reality is there are now many options available across the market.

At Market Direct Group, we stay competitive through a strong global business model, combining an exclusive offshore manufacturing partnership with a strong team based in Australia focused on design, compliance and quality. That balance allows us to deliver well-engineered caravans that tick all the boxes while remaining accessible to a broader market.

The Caravan Industry Salesperson Accreditation Program helps consumers identify industry leaders in sales and service. It recognises their professionalism and knowledge of Australian Consumer Law requirements, as well as best practice customer service and ethical sales behaviours. LEARN MORE about how you or your business can become accredited.