Luxury is its own market, but who shops there? Who sells there? What's the best strategy? Researchers at Harvard Business School examine consumerism at the top of the curve.
Research released recently by iseecars.com seems to indicate a fleeting happiness with luxury cars. New buyers of BMW, Jaguar, Land Rover, Mercedes-Benz, and Porsche sell them more frequently in the first year than owners of other models. Car owners who drive their vehicles into the ground scoff knowingly: Money canât buy you a happy ride.
But looking at the statistics more closely reveals a more nuanced reality. The vehicles traded in are often baseline models of those prestige brands, favored more by aspirational buyers than the filthy rich. âDespite the popularity of these vehicles, they generally have below-average reliability ratings from Consumer Reports, which could contribute to why owners get rid of them so quickly,â said iSeeCars CEO Phong Ly, in a statement accompanying the report. Owners of ultra-high-end vehicles, in general, hold on to them.
Welcome to the potentially lucrative but often confusing dynamics of the luxury market. Harvard Business School researchers have studied the trends to answer a number of questions. Does a prestige brand like Longchamp dilute its aura by selling an affordable handbag? Does a CEO need to understand aesthetics? Is a high-end car maker better off emphasizing performance over luxury? Are luxury and sustainability mutually exclusive? And just what is the ânew aspirational lifestyle?â Here is what they found.
















