characteristics. At f36,000 it is a luxury vehicle and heisatures of the car sleeps six people etc.) are designed for family/ group adventures. As such, our target audience were adventurous families and ABC1 individuals. With that in mind, our idea had to be family friendly throughout, whilst also showcasing the adventurous qualities of the vehicle. We wanted the VW California to go beyond being just a vehicle, this is a hotel on wheels you can take your adventure and your family anywhere.