In this stunt, Volkswagen made a pretty strong statement: cars made for the great outdoors shouldn’t be launched in international fair halls. So for the first time in the history of the “Salon des Véhicules de Loisirs” in Le Bourget (Paris suburb), the brand didn’t participate. And launched its new Grand California in Le Bourget (Alps), right in the middle of the great outdoors, instead. The press like the target group loved it: the first 18 Grand California ever sold in France were in “The Other Bourget” during our event. 1000 were sold the following year, surpassing the expectations of 250 by a margin!