BY SUSAN ROSE
The Ultimate Toys headquarters in Ohio
If you attended the CD/NLA Show in Dallas last October, you surely remember an exhibit hall awash in white cowboy hats brandished with the Ultimate Toys logo. Fun marketing swag aside, the builder of ultra-luxury Sprinters certainly made its debut known as attendees lingered to inquire about the show-stopping vehicles on display at its booth. (If you’re reading this at the Vegas show, they’re on the floor and sponsors of the Opening Night Party too.)
Ultimate Toys may be a nascent entrant to the chauffeured transportation space, but the company behind the Sprinter vans is anything but new to building high-end vehicles designed around experience.
“We sell, distribute, and design ultra-luxury Sprinter vans that are truly designed to enhance people’s experiences,” says Ultimate Toys President Sam Harraz. That mission goes back to the company’s earliest days in the mid-2010s. Ultimate Toys was founded by Gary Green, a longtime owner of large private coach buses, including Prevosts. While Green loved traveling with his family and dogs in the upscale RV-style comfort and flexibility those buses offered, ownership came with challenges—parking, maintenance, and overall complexity—that eventually outweighed their use. Bottom line: the ROI just wasn’t there anymore. 
The Ultimate Toys team Green began searching for a smaller platform that could deliver that same kind of luxury travel freedom without the burdens and expenses of full-size bus ownership. Around 2015, that search led him to the Sprinter chassis. After meeting with the president of Midwest Automotive Group, Green worked directly with the builder to design a van around his personal needs, modifying existing layouts and creating proprietary floor plans that remain exclusive to Ultimate Toys today.
The vehicle was never intended to launch a business; the prototype was designed purely for Green himself. But after sharing the concept with friends—one of whom immediately purchased the first van—the serendipitous idea quickly gained traction. Green sold the first two units before ever taking delivery of his own, and Ultimate Toys began to grow organically from there.
“At the sake of repeating myself, it was truly created on enhancing an experience,” Harraz says, himself a transplant from the ultra-luxury OEM vehicle world. That philosophy has guided the company’s evolution, from expanding floor plans and features to eventually introducing limousine-style Sprinter configurations. While Ultimate Toys developed a limo platform as early as 2018 or 2019, those vehicles were largely purchased initially by private owners rather than professional operators. The higher price point and elevated build quality placed them outside the traditional commercial market, even though many eventually attracted the attention of chauffeured transportation operators looking for a truly one-of-a-kind ride. 
An interior of their corporate shuttle But that evolved in the past 12 months as company leadership decided to dip a toe into this sector, making a massive splash at the show while doing it. Harraz says the reception was overwhelmingly positive, with many attendees already familiar with the brand but surprised to learn that its vehicles were more attainable than expected. The fact is, segueing into the commercial market wasn’t that dramatic of a shift due to the overlap with private buyers who also wanted durable products and even that “wow” factor with unexpected designs, colors, and components. While the applications were different, Ultimate Toys made a conscious decision to deliver the same level of service and creative layouts that operators crave.
“We don’t change our commitment to a commercial customer compared to a retail customer,” he says. “It’s the same.”
That commitment extends beyond the vehicle itself—a non-negotiable selling point for operators who know that downtime is lost revenue. Harraz says that Ultimate Toys maintains a post-sale support structure designed to keep vehicles operational, and the support team walks them through solutions in real time to limit service disruptions.
In terms of scale, Ultimate Toys occupies a unique position in the market, like the fusion of luxury RVs and swanky but practical people-movers. Harraz notes that while there are other builders producing high-end Sprinter conversions, few can match the company’s impressive volume. In 2025, Ultimate Toys delivered approximately 500 units—a figure Harraz described as “light” by the company’s standards, largely due to broader market conditions. Harraz says the company experienced year-over-year growth in 2025 and is projecting further gains in 2026. While coach-style configurations are the company’s bread and butter, this segment continues to expand. If you’re looking for a boutique builder, this isn’t it. 
An interior with J-lounge luxury seating Harraz says operators are helping the company identify areas where private-luxury features don’t translate to commercial use, for example, in the driver compartment. While private owners generally want the front of the vehicle to mirror the rear in both materials and aesthetics (often because they themselves are behind the wheel), fleet operators prioritize functionality and durability over decorative finishes. Touches like stitched pillars or carpeting are often eschewed over sturdy-wearing fabrics or luxe electronics. That doesn’t mean operators want a boring vehicle, but the Ultimate Toys design team also isn’t afraid to go beyond the traditional black on black by throwing in a splash of color. Direct feedback from the show was invaluable, says Harraz.
The company’s limousine offerings include several configurations, such as the J-lounge layout with seating for eight behind the partition, quad bench designs seating up to 13 passengers, and a 15-passenger luxury shuttle. Across all models, Ultimate Toys emphasizes sound insulation, safety testing, and build integrity well before cosmetic finishes are applied, often drawing on the rigorous testing from the RV space. Vehicles feature extensive sound deadening, triple insulation, tinted and sealed windows, and thorough seat and seatbelt pull testing and certification through the RV Industry Association. After all, safety and duty of care trump everything else.
By delivering vehicles that stand apart visually, perform reliably, and are supported long after delivery, Ultimate Toys aims to position itself as a long-term partner for chauffeured transportation companies seeking to elevate their brands as well as their clients’ comfort.
The company’s name, Ultimate Toys, reflects its origins. When Harraz first asked Green about it, the answer was simple: the van represented the ultimate personal indulgence—a “luxury toy” designed purely for enjoyment. And not surprisingly, many of those people are also chauffeured transportation clients, or at least represent the customer persona that we strive to capture. While the company has since expanded its reach, the name endures as a nod to its roots.
Today, Green remains involved as a shareholder and board member following the company’s sale to private equity, though he no longer plays a day-to-day operational role. Looking ahead, Harraz says Ultimate Toys’ focus on chauffeured transportation is centered on service expansion and helping operators increase revenue through differentiation.
“Nobody’s in business for charity reasons,” he says. “We want our commercial customers who buy our vehicles to be able to give their clients that experience because we know it’s going to help them grow. And thus, it’s a partnership. They grow and we grow with them.” [CD0226]
