What is Automotive Luxury today?

[DAEMANO]

Hate to say it, but the rich don't think twice (or possibly even once) about reliability. Some own a fleet of ultraluxe barges and hypercars that fill their monthly motoring rotations. They have slaves to worry about maintenance (and even driving). If something breaks, it's simply not their problem.

The rest of us buy the amenities that matter most to us because that's what we can afford. We carefully consider options packages, brands and perceived reliability because we have to. Fancy paint, leather interiors, brand perception, super cheap maintenance and relatively high performance are all things we don't need, so we luxuriate in them. We have to budget out our luxury.

[sprintertrueno86]

automotive luxury to me is not entry level or even mid level MB/BMW/Audi's... Sure, you get the badge but the cars are not that luxurious to me.

S-class, 7series, A8, Bentleys, Rolls Royce..etc where comfort and amenities come first is automotive luxury.

[synchromesh]

Originally Posted by sprintertrueno86

automotive luxury to me is not entry level or even mid level MB/BMW/Audi's... Sure, you get the badge but the cars are not that luxurious to me.

S-class, 7series, A8, Bentleys, Rolls Royce..etc where comfort and amenities come first is automotive luxury.

I somewhat agree with you that entry level luxury cars aren't exactly luxurious but more about the badge.


Proof? Last summer, Reuters reported and examined the over-production of new vehicles in Europe. It was claimed that a 30,000Euro BMW sport utility compact could be had for 30% off because of excess inventory. A few things come to mind.


Could vehicles theoretically selling for 100g's sell at 30% percent off?


Could this be a business case viable to change "luxury" car buyer's purchase decision?

[CB390248]

Quote:
Originally Posted by NWFRS
We're not talking about branding here.
*raises hand*
I beg to differ just a bit.
Expectation can/does influence our perception.
Branding is all about influencing our decision making. Low end Tag watches for example. Mass produced using off the shelf movements but Tag spends something like 30% of their money on advertising telling us what great watches they are. That is, re-inforcing the image of sophistication.
I love the results of this: http://www.theatlantic.com/health/ar...om-bad/247240/

I bought a scion ad I have a Tag! [explodes] that being said my Timex keeps better time but I've never seen anyone with my watch and I've seen multiple people with the same exact Rolex so... I dunno. It's a mixture of quality, marketing, BS, and pixie dust I think.

[rice_classic]

What is "luxury". Considering how a large percentage of the human race lives, if you have indoor plumbing and access to sanitary drinking water, you live a life of luxury.

Luxury is an interesting concept, as it's meaningless in the absence of a qualifying comparison.

[synchromesh]

Originally Posted by rice_classic

What is "luxury". Considering how a large percentage of the human race lives, if you have indoor plumbing and access to sanitary drinking water, you live a life of luxury.

Luxury is an interesting concept, as it's meaningless in the absence of a qualifying comparison.

BMW is a luxury car brand. As much as I'd like to get another bimmer one day, it leaves a bad taste in my mouth because of another automobile website. Can recall being indiscriminately and viciously attacked by some bmw d-bag online; interestingly who still lives in their parent's basement.


Back with the entry-level BMW's. Looking at it optimistically, last summer would have been a great time for some kind of diver to buy their lover a nice luxury gift!

[Packofcrows]

Lexus, Infinity, Lincoln, BMW, AUDI

Now if you ask my students:

Bugatti Veyron
McLaren
Lamborghini


...LOL I say $50k+ is luxury with quiet ride inside and I mean quiet. Anyway, cars that require dealer for tune-up/special tool, roomy and usually big. That's just me.

My buddy says, "...luxury?... your car (my FRS), a Civic, a Hyundai Equus, basically anything over $20k that I can't afford." hahahahahah

[pushrod]

Simple: ride in two different cars, and measure your heart rate in each. Whichever reading was lower took place in the more luxurious car.

[jdmblood]

Diamond stitching + Lexus = Luxury

[Rampage]

Taste vary. ^^^That is yuck to me!

[serialk11r]

Never thought BMW interiors were ever much good, but MB interiors are pretty nice, the leather accents and wood bits make it quite pleasant. Same with Lexus, they don't have many gadgets but the nicely textured plastic panels, metal trim bits and leather seats do add something. Or Porsche, you have to pay tons of money to get true leather but their fake leather feels great, the buttons have a nice solid feel, etc.

I think it's hard to tell at first glance, but once you settle into the car and start using it for a bit you notice these things. I thought a Limited BRZ had a nice luxurious interior when I first stepped into one (it is, compared to my MR2). 1 hour into playing around with and driving one I realized the AC controls looked okay but if you looked closer they're still kind of ugly, they feel loose and wiggly, some of the textures in the interior just look odd (esp. the "space invaders" crap), the seats are just okay, etc. Then I bought an FR-S and discovered the rattling window switches, rattling I still can't explain coming from the trunk, rattling rear seat latch (which is surprisingly annoying to fix), rattling seat adjustment lever, etc.

[Talus1]

Originally Posted by sprintertrueno86

automotive luxury to me is not entry level or even mid level MB/BMW/Audi's... Sure, you get the badge but the cars are not that luxurious to me.

S-class, 7series, A8, Bentleys, Rolls Royce..etc where comfort and amenities come first is automotive luxury.

It is interesting to look at what is happening to the mainstream manufacturers in Europe vs the "luxury" manufacturers. You can see the same thing just starting to happen in NA. The luxury brands (mostly BMW and MB) have started to outsell the mainstream brands in the middle market. The market share of Ford, GM (Opel, Vauxhall), etc., in the mid-size sedan / wagon class have tanked. The 3-series/C-class were subtly moved down market (e.g. relatively cheaper interior materials) to gain market share, though now that they have won loyal new owners they are starting to move up again. The mainstream manufacturers are caught between a rock and a hard place, having lost market share in their most profitable segment. They have to invest heavily in new product and new tech to stay in the middle market game but at lower than traditional volumes and with lower margins than BMW or MB. They are increasingly focussing on smaller cars but BMW (2-series, Mini) and MB (CLA/A/B class, even Smart) are playing there too. None of the mainstream manufacturers have been successful in the higher end markets (badge snobbery) where the margins can be much bigger.

I think the main reasons this isn't a bigger issue in NA are the desire for larger vehicles in any given class (SUVs, pickups, sedans and even CUVs) and maybe the remnants of US xenophobia. (I might be overstating that).

[Levi]

Originally Posted by pushrod

Simple: ride in two different cars, and measure your heart rate in each. Whichever reading was lower took place in the more luxurious car.

Train.

[1GiantTurtle]

Originally Posted by Mr.Impreza

I don't agree, in my bmw 335i coupe executive package model that cost $70,000 had leather peeling off in the left hand rest and the steering wheel had material peeling off. So i don't agree about the quality being better.

Also it had horrible sound insulation in the windows and you could always hear wind noise.

So far my accord is proving that you can buy a car for $30,000 and have the same quality or better.

Okay okay...the leather isn't as soft...but nothing is peeling and the insulation is perfect.

Your paying for a badge...i can't believe some people still try to fight that and say the "quality" is better.

70k for a 3 series????? did it come with 3 years worth of gas??