Airstream Celebrates 20 Years in Europe
From a design icon to an integral part of the European camping scene
When Airstream entered the European market in 2006 with models developed specifically for Europe, the legendary silver trailers were still a real rarity here. Yet even back then, the brand could already look back on more than 75 years of history. But at the time, many Europeans associated these aluminum-bodied vehicles (which earned them the nickname “silver cigars”) more with food trucks and catering vehicles than with vacations and travel.
“This was mainly because, in Europe, Airstreams—mostly decommissioned models from the 1970s—were imported and then converted into food trucks. The high costs of transportation and import were much easier to justify in the commercial sector than for a recreational trailer,” explains Armin Heun, managing director of ROKA Werk, the European importer of Airstream.
Following its market launch in the United Kingdom in 2006, the official debut at the Caravan Salon in Düsseldorf took place in 2007, in partnership with ROKA Werk as the distributor for German-speaking countries. Even today, the images of the crowds of visitors—some of whom had to wait up to 30 minutes to catch a glimpse inside the first European Airstream—are still impressive.
Following this successful launch, the brand grew Moving Forward Step by Step in Europe. It all began Retail Locations in the Netherlands and Italy. Until 2014, the European models were still equipped with furniture components manufactured in Europe and assembled in England. As production volumes increased, manufacturing was subsequently relocated to the main plant in Jackson Center, Ohio, in the United States. At the same time, ROKA Werk in Merenberg took over distribution for all European countries and established additional dealer locations in France and Norway, among other places.
Today, this design icon has also made a name for itself at German campgrounds. While Airstream does not directly compete with German mass-market manufacturers in terms of registration numbers—primarily due to its higher price point and the vehicle’s weight—the brand appeals to a very specific target audience: people with high standards for design and quality.
The distinctive exterior, with its roots in aviation, has defined the building’s unmistakable appearance for decades. Inside, handcrafted furniture and up to 20 real glass windows enhance the extraordinary sense of space.
“We have customers from a wide variety of professions. But what they all have in common is a passion for exceptional design and the unique sense of space that an Airstream offers. Many of our customers say that, for them, any other type of trailer was simply never an option,” explains Armin Heun.
Over the past two decades, a small but very active community centered around these Ohio classics has also developed. The Airstream Club Europe organizes several annual gatherings where owners exchange ideas, share travel experiences, and spend time together.
Looking ahead, Airstream remains committed to further development. Last year, the company invested in a new generation of vehicles. The new World Traveller series was Developed from the ground up with the goal of making Airstream lighter and more compact for a new generation of tow vehicles—as a global platform for Europe, the U.S., and Asia.
The first model to be introduced in 2025 was the World Traveler 22—an Airstream with a six-meter body, a single axle, and a gross vehicle weight rating of 2,000 kilograms. Additional models are scheduled to follow for the 2027 model year.
Special Edition “Airstream 534 – ‘20 Years Edition’”
To celebrate its 20th anniversary, Airstream Germany is now offering an exclusive special-edition model based on the Airstream 534. The extensive features include, among other things, an awning in a special “Vintage Blue” color with white stripes, a mover, air conditioning, a LiFePO2 battery, and high-quality leather upholstery. In addition, the anniversary model is equipped with exclusive bedding, a bedspread, and decorative pillows from the Lexington brand.
The special edition offers a price advantage of 13,375 euros and is available starting 112,850 euros, including 19% value-added tax available.
You can find more information about our 20th Anniversary Airstream Special Edition here.