VOLKSWAGEN
THE GRAND CALIFORNIA

Volkswagen was launching its biggest,
most luxurious camper van yet:
the Grand California. The first of its kind with a full kitchen, a separate bathroom,
a comfortable living space, two double beds, and so much more.

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To sell the Grand California as a camper van just wouldn't do it justice. All that luxury. All that comfort. It’s more like a five-star hotel than a mere camper van. So, I decided to sell it like one.

The campaign drove immediate demand and a broader halo effect for Volkswagen Commercial Vehicles:

Explosive Demand: Year-over-year orders for the Grand California doubled, generating waitlists of up to 12 months.

Division-Wide Growth: Demand fueled a 29% sales increase across VW’s camper division, with 21,600 total California models delivered in a single year.

Market Dominance: VW outpaced the market, outselling the nearest competitor three to one.

Bottom-Line Impact: The Grand California emerged as one of the brand's highest-margin products, driving a 5.9% lift in overall commercial revenue and accelerating a return to a positive operating result after the pandemic.​