$150K for a truck camper?? And then you have to spend another $40-$60k for a truck. That must be a typo because you can buy a top of the line motorhome on a MB or Ram chassis for less than that. If $150k is indeed the correct price then bankruptcy would be an expected result as the next expensive truck camper is way less than half that amount and likely with more features and options.
A business plan that addresses the owners needs and wants but not potential customers needs and what they are likely willing to spend for a camper is guaranteed to fail.
Outside van builds a totally custom interior for your van. You tell them how you intend to use it and they design and build an interior around that. I looked at one that was about 90% complete and the craftsmanship, fit, finish, quality is second to none. Unfortunately I can’t afford one as the one I looked at costs around $140k, not including the van. A 4x4 Mercedes base van will run you about $60k. FWIW their shop was full (about 6 or 7 vans in various stages of build), they are running ads to hire employees, they have about a year’s worth of build backlog, and about 8-10 brand new vans in their parking lot that they sell to their customers if the customer doesn’t want to buy one and bring it to them.
There are other examples of companies that are producing high end campers (earthroamer, earthcruiser, etc....) that seem to be doing well and their rigs are as much as $500,000K.
I don’t think one can’t point to the sales price as the sole or even primary reason for XPs misfortune. We will never know for sure but my guess is that there were several factors that contributed to the issue.
And if you think some of these campers are overpriced, just take a look at the yachting industry.