Challenging a Market Leader.
There’s something alluring about the idea of owning a Camper Van. It symbolises freedom, flexibility, and adventure. The dream of spontaneous travel and the ability to explore the world without the constraints of fixed accommodation. It’s a lifestyle choice that blends travel with minimalism and self-sufficiency.
No surprise, then, that with the growing popularity of staycations and slow travel, ‘Van Life’ has boomed as a cool, sustainable, and personalised way to holiday. And the biggest winner has been Volkswagen, with its iconic image and cult-like brand following. It's become synonymous with outdoor living for over 75 years since its adoption by the counterculture movement of the 1960s.
But in more recent years, consumer tastes have evolved. Customers now expect all modern conveniences to be available. Camper Vans have evolved from simple mobile homes to fully equipped leisure vehicles with luxury fittings, advanced technology, and high-end finishes. So, when Citroën decided to enter this lucrative but highly competitive, brand-conscious sector and challenge the market leader, they turned to We Are Acuity for help.