Luxury cars: different and purchased differently

Craig Kleber

Craig Kleber, planning director at Y&R and Wunderman in Irvine, California, discusses the issues involved in the question 'how do wealthier people buy luxury cars?' He concludes that traditional buying models are inadequate, and that tailored approaches are required for different people and different brands.

Luxury cars: different and purchased differently

Craig Kleber

A luxury car is an uncommon thing, and each genuine luxury car brand is uncommon by virtue of its persona. In fact, most of the people who own such vehicles are uncommon, and if they are not they aspire to be. So when developing marketing communications, should one apply a common, even one-size-fits-all, framing of how luxury cars are purchased?

We asked ourselves this very question earlier in the year while creating more inspired and efficient lead management programmes on our Jaguar and Land Rover business. The answer was a categorical 'no',...

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