Snowmobile Trailers : Custom Trailers : Mirage Trailers : TNT Trailer

Rob Swikert, owner of Mirage Enterprises, Inc.

CANYON COUNTY — Just seven years after its founding, Mirage Trailers has risen as one of the largest trailer manufacturers in the Pacific Northwest.

After weathering a severe economic storm in recent years that shuttered some competitors in the industry, officials at the local firm look to diversify an expanding lineup of trailer products for continued success as sales begin to rebound.

To survive the recession, the firm closed a secondary manufacturing plant in Weiser and substantially downsized its staff. But with an existing network of more than 200 dealers that sell its trailers across the western United States and Canada, the company has kept ahead of industry trends as it seeks to expand its niche in an industry hit hard by the lingering economic downturn.

Mirage President Rob Swikert founded the company in 2003 but is no novice to the business. His father, Dale, was a longtime executive at one of the nation’s largest RV manufacturers and helped Swikert start his first trailer company, Interstate Trailers, in 1995 after Swikert graduated from college. They sold Interstate Trailers in 2000 and, today, Swikert’s father continues to play a role at Mirage, where he maintains an office and is on hand to offer advice.

Specializing in manufacturing a wide variety of trailers, from traditional cargo to recreational trailers designed to haul ATVs and other off-road toys, Mirage can also fill custom orders catering to individual needs.

“We specialize in all trailers,” Swikert explained. “And if somebody wants a different floor plan or whatever, we can generally accommodate them.”

Expanding its lineup of products and constantly updating existing designs, sales have risen about 35 percent this year compared to last year — but that’s still down about 50 percent compared to pre-recession levels.

With a staff of about 100 workers today, Swikert remains optimistic and the firm has even begun rehiring a few former employees as business picks up.

Diversification key to survival

While its best-selling product remains open and enclosed utility trailers, Mirage officials work constantly to find ways to improve existing models to meet various needs in an ever-changing marketplace.

As consumers have become more cost-conscious in the recession, the company unveiled a new “entry-level” enclosed trailer, priced about 20 percent below other models. At the same time, the company has also moved to fill new niches as some of its competitors have shuttered in recent years, and is working to soon expand into the traditional, towable RV industry.

“Our plans are to just keep going, keep coming out with new products.”

Constantly adapting to new trends in the broader market, Mirage regularly modifies trailer designs to better suit clients like power sports dealers. Swikert said its snowmobile - and ATV-hauling trailers are among the best in the industry, in large part because of the company’s active outreach efforts to customers.

“We keep up with changes with (newer model) snowmobiles or ATVs to find out what the end users want,” Swikert said. “We’re always on the cutting edge.”

In an altered industry landscape, Mirage actively explores new places to market its products.

“Marketing is the biggest challenge, as far as finding new customers,” Swikert said. “We’ve had a lot of competitors go away, and so we’re trying to fill that niche of marketing to new dealers.”

Jesse Nance is a Business Reporter for the Idaho Press Tribune

original source of article

Enclosed Trailers

  • Motorcycle Trailers +

    Custom Motorcycle Trailer - Custom Enclosed Trailers, Custom Motorcycle Trailers

    Convert almost any of our cargos into a custom motorcycle trailer. Mirage and TNT custom enclosed trailers include more options for motorcycles than most other manufacturers.

    Read More
  • Concession Trailers +

    Mirage (TNT) Custom Concession Trailers, Custom Concession Trailer

    Our custom concession trailers are ideal kiosks for product or food services. A Mirage (TNT) custom concession trailer will help you expand your business to new markets. 

    Read More
  • Xtreme : Teton : Snow +

    Xtreme Snowmobile Trailers

    Xtreme/Teton snowmobile trailers are the first enclosed trailers with a partial sidewall front ramp, providing the widest approach angle in the industry.

    Read More
  • X-Box : Toybox : Sport +

    X-Box Sport Trailers

    The X-box/Toybox series from Mirage/TNT is perfect for first time buyers looking for 2-place snowmobile trailers or ATV trailers.

    Read More
  • Xcel : Transit : Cargo +

    Xcel Enclosed Storage Trailers

    Xcel/Transit are enclosed cargo trailers with the price-point of entry level storage trailers and the standard features of more expensive, high line units.

    Read More
  • 1
  • 2
  • 3
  • 4

Utility Trailers

  • ULSD : Landscape Dump +

    ULSD - Utility Landscape Dump Trailer

    Standard landscape trailers are greatly improved by adding a dump bed. ULSD landscape dump trailers from Mirage/TNT add convenience, save time, and money.

    Read More
  • UEDO : Flatbed Trailers +

    UEDO Flatbed Trailer - Flatbed Utility Trailer, Flatbed Equipment Trailers

    The Mirage (TNT) UEDO flatbed utility trailer is available up to 14k GVWR. These flatbed equipment trailers come in lengths 14-24 feet. Max payload for this flatbed trailer is up to 11,000 pounds.

    Read More
  • UATV : Utility ATV +

    UATV 2 Place ATV Trailer - Toy Flatbed Trailer, Small Trailer

    Looking for an open deck 2 Place ATV Trailer? The UATV is the perfect toy flatbed trailer. The small trailer can be rear or side loaded.

    Read More
  • ULT : Light Trailers +

    ULT Lightweight Utility Trailer - Small Trailers, Light Duty Trailer

    Customers seeking a light duty trailer will love the ULT : Lightweight Utility Trailer. They are small trailers that provide a multi-functional platform in an affordable package.

    Read More
  • UDTGN : Gooseneck Dump +

    Mirage/TNT Gooseneck Dump Trailers

    Our gooseneck dump trailers set the standard in the industry for rigorous, heavy duty, everyday use.

    Read More
  • 1
  • 2
  • 3
  • 4

RV Toy Hauler and Travel Trailers

  • Balboa +

    Balboa Toy Haulers : RV Toy Hauler

    The Balboa RV toy hauler features an all-steel frame built on a v-nose, car hauler chassis. Balboa Toy Haulers are available in front bath, front bedroom, and gooseneck.

    Read More
  • Hardcore +

    Small Toy Hauler: Hardcore Enclosed Trailer Toy Hauler

    The Hardcore toy hauler trailer is designed as a 2 place snowmobile or ATV enclosed trailer toy hauler. The small toy hauler is capable of towing easily behind a half ton pickup.

    Read More
  • 1
  • 1
  • 1
Back to Top