Os cars of luxury They are accessible to a small strip of the population. This category of car has a strong appeal in exclusivity, premium materials and often sports performance.
According to a survey by consultoria McKinsey & CompanyFor these customers, the pleasure of driving is the main aspect of decision at the time of purchase.
According to the consultancy, 86% of respondents cited the driving as main purchase motivation.
The research evaluated more than 150 people around the world when buying a luxury car.
The consultancy respondents, for the most part, had annual income between $ 200,000 and $ 1 million (about $ 1.1 million to $ 5.4 million).
Car information
On communication, the buyers They collect information about vehicles that are interested in various sources, such as online platforms, face -to -face events (car club meetings) and digital media.
Sites, magazines, and publications from car manufacturers represent 12.5% of all interactions with luxury car related, and these channels are often used to collect or commercial after a customer makes a purchase decision.
Fidelity
The money, however, does not buy fidelity. Also according to the study, only 37% of luxury car buyers are loyal to the brand.
On the other hand, 35% said they would consider changing brand, and 28% assume to be likely to change.
