Understanding the luxury car buyer

In this article, Craig Kleber, planning director for Y&R Wunderman in Irvine South California, discusses the success of British luxury car marques - Rolls-Royce, Bentley, Aston Martin, even Range Rover and Lotus - in the USA.

Understanding the luxury car buyer

Craig Kleber

Paraphrasing the end-line from a popular TV ad in the mid-1980s for a successful British investment firm about its involvement in the US – the same could be said of British upmarket car brands in the US today. In many ways things have never been so good for British premium brands in the world's largest market for premium goods. Note I stress brands. Much of the success I am referencing is courtesy of vast sums of foreign capital via foreign ownership in these companies. In many cases German engineering and even some American...

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