Luxury Cars

Luxury vehicle is a marketing term for a vehicle that provides utmost luxury — that which is beyond strict necessity — in exchange for increased cost to the buyer. The term suggests a vehicle with greater equipment, performance, construction precision, comfort, design ingenuity, technological innovation, or features that convey brand image, cachet, status, or prestige — or any other discretionary feature or combination of features. The term may be applied to any vehicle type — from minivan to convertible, crossover or sport utility vehicle — and to any size vehicle, from small to large. Though widely used, the term is broad, highly variable, ambiguous and abstruse — and lacks either measurability or verifiability.

Most current owners of luxury cars tend to have purchased a car previously; the customer has potentially developed an attitude toward it. Here, an attitude becomes an evaluating judgment and not desire based on prior or present experience such as previous satisfaction from dealers or products and services after sales and warranty, driving experience, and socio-economic status of customers. It is also possible that an attitude can be developed based on prior information without experience, as when consumers develop preferences or biases for or against brands based on the brands’ images in the marketplace. This also depends largely on purchasing power of individual customers. Customers may have a favorable attitude towards some manufacturers’ luxury cars, but may lack the ability due to insufficient purchasing power or willingness to take buying action. On the other hand, luxury or lower luxury (lower-priced) manufacturers’ cars may be neglected by customers who have high purchasing power (or over-purchasing power in this sense). For example, most buyers (with high, medium, or low income) tend to have a preferable attitude towards some manufacturers’ luxury cars such as Aston Martin, Bentley, Ferrari, Porsche, BMW, Benz, Audi, and Rolls-Royce, though the majority of them might not even have had a test drive before. The difference is that customers with low to medium income may still also anticipate the quality of smaller sized cars of manufacturers from the lower segments such as Fiat, Ford, Peugeot, and Vauxhall, as these cars are affordable to them. In other words, cars from lower segments have the meaning of ‘reality’ to them. In contrast, the better-off buyers will only appreciate expensive cars from luxury marquees and may disregard inexpensive cars from a luxury one e.g., the least expensive Audi A4 or BMW 3 Series as their choices.

Some Attitudes customers develop are
(1) reliability

(2) quality

(3) durability

(4) safety

(5) security

(6) performance

(7) efficiency

(8) technology

(9) handling

(10) value

(11) style

(12) comfort

(13) prestige

(14) status

(15) visual impact.

There are a number of features available on these cars that aren't commonly offered outside the premium class. Seat and mirror memory stores the settings programmed by two or three different drivers, handy when multiple people use the car. Satelite Radio, Hands-free cellular link detects the presence of a Bluetooth-enabled cell phone in the car and transmits the signal through a dash-mounted microphone and the car's audio speakers. Keyless access and starting automatically unlocks the door as the driver approaches with the key still in pocket or purse, which is handy when your hands are full.

Some Luxury cars avaiable in India are

--> BMW 3 series

--> Audi A4

--> Mercedes C Class

~ A P N