Coca-Cola Themed RV: 1978 GMC Gadabout
In 1971 Coca-Cola started a new ad campaign with a tagline that went, “It’s the real thing – Coke”. Well in this case “It’s the real big thing” in the form of a 1978 GMC 26′ motorhome known as a Gadabout. It was part of a Coca-Cola promotional campaign and this Gadabout is supposedly the only one whose whereabouts is actually known. This 1978 GMC motorhome is located in Orlando, Florida and is available, here on Hemmings for $65,000, OBO. Thanks to Mitchell G. for this most unique tip!
As is the case with so many vehicles here on Barn Finds, a GMC motorhome is not new or unique. With approximately 12K produced between 1972 and 1978, we have covered our share. What is unique here is that the Gadabout was one of five first-place prizes offered by Coca-Cola in a 1977 sweepstakes. The contest was conducted by having Coke drinkers submit bottlecap liners or a printed card which read, “Coke Adds Life to Summer Fun“. Of course, to get enough cap liners to be successful, one may have had to swill a case of Coke a day as the odds were probably pretty high to win such a prize. Here is the advertisement that offers a bit of an explanation. An alternate sales ad states that of the five $40K Gadabouts awarded, one was junked, two ended up with a Canadian collector, and number four’s location and/or existence is unknown – that leaves this example. There is also a suggestion that the actual Gadabout volume may have been 9 or 10 but there is no verification.
The mileage on this RV is listed as 103K miles and the seller states that it’s ready to go cross-country and it just returned from a 4,000-mile jaunt. Other mechanicals having been replaced include, “new plumbing, air-ride system, cold-air intake, Alcoa wheels, Honda liquid-cooled generator, front-end, heating/cooling system, Alpine stereo, rooftop units (custom made to fit into original cowlings), and much, much, more“. The seller adds that it drives like a dream, and while he doesn’t detail the mechanicals, I believe a 403 CI, Oldsmobile V8 engine is the power source.
Inside is as accomodating an RV environment as you will find. The seller states that it has been redone in an attempt to capture the original flavor in terms of the colors employed. There is a queen-sized bed, additional bunk beds, and a dinette that converts into a full bed. The kitchen employs the usual appliances including a sink, gas-fueled stove, microwave, and a Coca-Cola themed refrigerator. It is certainly has a bright and cheerful feel about it. I guess it would have been bad form to have left a Pepsi can in the table cup holder…
Surprisingly, the exterior is still wearing its 43-year-old paint and Coke graphics. The appearance is actually subdued compared to the swooshes and crash of colors that adorn a modern RV. I even like the Coca-Cola graphic and bottle cap rear drum and I’m not a soft drink consumer. And as a nod to GM, they got the styling right on this motorhome IMHO; modern RVs have the size, shape, and bluntness of a 50′ cushion underframe boxcar.
The seller makes an interesting statement as he proclaims, “Whether you are a Memorabilia Collector or a vacationer with an imagination, this is a vehicle that will delight you“. From a memorabilia perspective, this baby is kinda’ big; one would need a lot of incremental space to display it as memorabilia. But looking at it as a vacation vehicle, it has possibility except that it’s 43 years old and already has quite a few miles under its belt. What do you think, could you see yourself pulling into a Good Sam campsite driving, “The pause that refreshes”?
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Comments
I’ve a friend and former colleague who’s a fanatical Coca Cola memorabilia collector. This’ll drive him nuts!
I guess that makes it “The Real Thing”.
You could take it on a road trip to ‘teach the world to sing’.
(Let’s see how many Coke reference replies this motor home will get. LOL)
A good friend of ours had 2 GMC’s through the 70’s My dad and I went on a fishing trip with 3 other fathers and their sons to Canada in 1976. I think we were gone for 7 days. I loved the GMC, but I remember the owner could never get the chemical right for the holding tank for the toilet. Every time you stepped into the head, the chemical would burn your eyes!
Should have used a bottle of Coke.
So it was definitely not the “Pause That Refreshes?”
I have to imagine this has a limited market…
A little too pricey for the motorhome crew. A little (a lot) too big for collectors.
You could certainly store all of your coke memorabilia in it. But then you would need a barn to store this. Would the average coke collector be in such a position?
Maybe they could market it as a coke cooler. After all you can chill your soda in the fridge!
Ok, I’ll see my way out.
I see what you done there.
“…redone in an attempt to capture the original flavor.”
Not for me, as I cannot afford the Tab.
Could the interior remake be considered “New Coke”? :-)
I went to work for Coca-Cola in 1969 and “It’s the Real Thing” actually got started in 1970(at least in Upstate New York)!
I own a GMC Motorhome. Designed and engineered by members of the Corvette, Cadillac, GM Bus & Coach divisions, and a former aeronautical designer. 73-78. 73-Mar 77 had the Oldsmobile 455 Rocket V8 Big Block from the Tornado. Apr77-78 had the Oldmobile 403 V8. All years the engine was married to the 425 Turbo-hydramatic 3-speed FWD transmission. Both mounted inversely. No driveshaft to the rear, no differential, therefore the motorhome is much lower to the ground than any other (even today), providing much easier access, a much lower centre of gravity making it safer than other motorhomes, and the driving experience is much more like a van than a motorhome. Most other motorhomes were built solely for the camping experience – and you could move it from place to place as well. One of the original design elements was to make a vehicle that was as much about the driving experience as it was about the camping experience. Even today, you simply cannot find a standard Class A motorhome that drives anywhere near as nicely as a properly adjusted GMC. Air ride suspension with automatic levelling while driving. Within 10 minutes on the highway the levelling system has calculated for both weight distribution and the crown of the road to provide a level driving platform making handling very easy. The round fuselage styled body (fibreglass lower, aluminum ribs and skin upper) makes cross winds easier to handle as they both roll over and under the curved sides, instead of slamming into a flat sail. Rear suspension is an airbag between the two rear wheels on opposite sides of a bogie. No axel port to starboard, therefore, no dualie wheels, therefore much less wheel incursion into the living space, providing more space inside the vehicle around the rear wheels. Many other still market leading design elements are in this motorhome, including the still largest rear window, and largest percentage of total side window coverage, and panoramic, wrap-around windshields. A truly remarkable vehicle, even by today’s standards.
Thanks Shawn for the great history lesson. A good friend of mine has bought and restored about four of these, I always admired them.
I’m not sure what you mean about the engine and transmission mounted inversely. Also, it has a differential. It is mounted directly to the output shaft of the transmission. Everything else seems very clear.
Maybe he meant “transversely”, except I’m pretty sure the Toronado engine and tyranny were mounted fore and aft.
They were mounted just like they were in a Toronado. I was wondering if Shawn was referring to something else, since he owns one.
The old hemming saying,” it dont hurt to ask” seems to fit here. like everything on hemmings ,way overpriced. Nice GMC anyway.
This might be the one that appeared on Pawn Stars several years ago. I believe the owner wanted $50k and Rick offered $35k. No deal.
Very cool rig. With the RV market at all time highs the price seems reasonable given the combination of usability and uniqueness.
I looked at one of the coke GMC’s for sale about 10yrs ago in the suburbs or Kansas City. At some point in its life it had been repainted all white. The only way you could tell it was a coke model was the very red (faded to an orange) interior and had unique coke labeling on the fixtures. The rear spare tire cover was cracked and broken but was kept, looked like a bottle cap. Mechanically it needed a lot of work. Seller was asking 11k which was out of reach for me especially since it needed so much work.
With that large metal emblem on the dash, no need to wonder if “it’s the real thing”.
I am interested in seeing what this sells for.
It would be interesting to know who actually won this thing when new. Taxes on it might have proved more than most could muster. A rolling bill board for sure. I no longer drink sugar infused drinks so this would be counter intuitive for me, but still a nice conversation piece. Good fortune to all.
God bless America
They’re nuts. Heck, Coke should pay YOU for advertising. Great units, probably the nicest of the non-Prevost kind, but can be had all day for a fraction of this. $10-$12g’s buys a nice one. I like Coke, but not this much.
Great stuff Shawn. When my parents retired to Southwest Florida, they became friends with 3 couples that were retired GM executives. One of which worked on the GMC motorhome project from start to finish. He was on the design/engineering side of the project. Dad and I both loved listening to this guy talk about the process, especially having spent so much time over the years on GMC’s. My dad wanted one so bad, but we were pulling a 22 ft Sea Ray to the lakes and a FWD motorhome didn’t make sense for that application. He had a couple of Itasca motorhomes but always loved the GMC’s.
Whatever brand you slap on it, it’ll always be the “Urban Assault Vehicle” from Stripes.
If I was to buy this, Coca Cola would have to pay me a monthly stipend. I just don’t believe in advertising for free. I don’t even buy T-shirts with products on them. I believe everybody’s time is worth some money.
I used to own this Gadabout, bought it in California ( 90’s) and drove it to Colorado when the storage lid blew off on I-70. Had to buy a replacement unit,Sold it to a Coke collector in Palm Springs. Got lot’s of comments where ever I went. Good luck with the sale
Thinking about it, I think I bought it in Oregon or Washington
“I’d like to teach the world to sing”
There were other Coca Cola units that were white with red stripes, but only 5 Gadabouts with this paint job. When I sold it I think it had 77,000 miles.