Ultimate Toys has carved out a unique niche in automotive retail, specializing in ultra-luxury sprinter vans designed for clients who demand more than standard transportation. On this week’s episode of Training Camp, Chief Marketing Officer Gray Scott breaks down how his team delivers exceptional customer experiences while managing high-volume sales in a specialized market.
Scott highlights that Ultimate Toys currently offers over seven sprinter van models, with more than ten expected by the end of the year. These vehicles are built for comfort and productivity, equipped with bathrooms, captain’s chairs, Wi-Fi, Starlink connectivity, and full entertainment systems. Customers range from ultra-luxury buyers seeking a comfortable mobile office to families traveling with sports teams.
Service and support are central to the Ultimate Toys experience. Scott emphasizes that clients want timely, respectful interactions and reliable solutions to any issues that arise. The company operates nationwide, with multiple facilities, including a primary distribution center in Elkhart, Indiana, that stores roughly 60 ready-to-go vans. High-touch service ensures that clients can immediately access the features of their vehicles, from climate controls to audiovisual systems, without technical obstacles.
"When you think about ultra-luxury versus your standard retail customer, I don't think it varies much. At the end of the day, what do people want? To be treated with respect, in a timely fashion, and to be heard."
Scott has implemented innovative strategies to enhance the customer journey. One example is the delivery video player, which walks clients through essential van functions such as master power, climate settings, music, and Wi-Fi. Additional client appreciation touches include branded pillows, blankets, and other items that reinforce the luxury experience.
High-volume sales define the business. Ultimate Toys sold 44 vans last month and aims to increase monthly sales to 60–80 units. Moving forward, the company plans to redesign interiors, update lighting, and expand its footprint through partnerships with other luxury vehicle sellers.
Franchise dealers, especially those in the luxury segment, could benefit from Ultimate Toys’ sprinter vans to enhance customer experiences. High-end dealers who need a premium shuttle for clients or a mobile office for executives can leverage these vans to match the expectations of their ultra-luxury buyers. Scott notes that the vehicles are ideally suited to meet the demands of a luxury dealership environment, combining comfort, connectivity, and professionalism in one package.
Dealers should take cues from how Ultimate Toys approaches the ultra-luxury market. Attention to detail, personalized service, and creating seamless customer experiences are not just for high-end clients—they can differentiate any dealership. By investing in training, leveraging technology, and thinking creatively about customer convenience, franchise dealers can strengthen relationships, increase loyalty, and provide a service experience that keeps customers coming back.
Editor’s Note: At the time of filming, Gray Scott was serving as CMO of Ultimate Toys but is no longer with the company.
