4. Major Players
• Rolls Royce • Porsche
• BMW • Ferrari
• Lamborghini • Infiniti
• Mercedes • Acura
• Lexus • Lincoln
• Cadillac • Aston Martin
• Bentley • Jaguar
• Audi
5. Identifying the Luxury Automobile
• priced above $30,000
• history & origin
• advanced safety options
• superior quality
• uniqueness & exclusivity
• admired, recognized brands
• association of prestige & status
• innovative (design & technology)
• plush interiors
• large motors
8. Categories
• Compact Executive Car/Entry Level
Luxury
• Executive Car/Mid-Luxury Car
• SUV Crossover
• Full Size Luxury Car
• Sports Car
• Grand Tourers
• Supercars
9. Compact Executive Car/Entry Level Luxury
• 6-8 cylinders
• Limited rear seat room and trunk space
• Equivalent to large family compact car
24. Owner Type: The Rich Rebel
Characteristics
• Modern, Creative, Sporty,
Fashionable, Intellectual, and
Affluent
• Ambitious and Motivated, a
natural Leader
• Aspirational
Desired Brands: Audi, Acura, Infinity
25. Owner Type: Performance Seeker
Characteristics
• Professional, Powerful,
Aggressive
• Dominant & In Control
• Car is an extension of self,
statement maker
Desired Brands: BMW, Jaguar, Lincoln, Aston Martin
26. Owner Type: Classic Sophisticate
Characteristics
• Stylish, Sophisticated
• Value tradition & heritage
• Strong moral and ethical
values
• Desires to be perceived
positively
Desired Brands: Mercedes Benz, Cadillac, Chrysler
27. Owner Type: Luxury Experienced
Characteristics
• Confident, understated,
informed & open minded
• High expectations &
income
• Desires exclusivity, classic
style, precision and leisure
Desired Brands: Lexus, Rolls Royce, Bentley