1. The Luxury Automobile Industry
LXFM 730 Project 1
Anna Reed

2. What is luxury?

3. • http://www.youtube.com/watch?
v=SKL254Y_jtc&feature=relmfu

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

6. Luxury is having more than
you will ever need.

7. Industry Segmentation
Top-of-the-Range
Upper Premium
Luxury

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

10. Executive Car/Mid-Luxury Car
• Size and Comfort
• Roomy
• v-8 engine

11. SUV Crossover
• off-road capabilities
• advanced GPS devices
• traction control
• replaced mini-van among elite

12. Full-Size Luxury Car
• most powerful of sedans
• 8 - 12 cylinder
• emphasis on interior
• superior comfort

13. Mercedes Maybach Interior

16. Sports Cars
• ultimate performance
and handling
• true discretionary
income
• built for speed
• lightweight

17. Grand Tourers
• More passenger seating
• Heavy body styles
• Leisure over speed

18. Supercars
• Exceptional Speed
• Ultra-High Performance
• Most Expensive
• Customized features
• Handmade
• Ultimate technology

19. Convertibles/Roadsters
• 2 passenger seating
• Removable roof

20. Origins of the Luxury Automobile

21. Early American Leaders
• Chrysler
• Cadillac
• Buick
• Lincoln

22. Asian and European competitors offered:
• advanced technologies
• superior design
• innovation
• exclusivity

23. Consumer Segmentation

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

28. Owner Type: Adventure Addict
Characteristics
• Spontaneous, thrill
seeking, outgoing & self
assured
• Life experienced
• Desires performance,
speed, and style
Desired Brands: Maserati, Porsche, Lotus

29. Market Size & Shares
• The luxury
segment
represents an
estimated 15%
of all auto sales.

30. Current Trends & Direction
• 1. The Green Luxury Consumer
• The Innovative Hybrid

31. • 2. The Rise in Asian Luxury Market
• Demand doubled from 2009-2010
• Due to urbanization, information,
education

32. Thank You

33. Works Cited
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