Luxury cars are a delight for those who can afford them. They bring status and comfort, and they run like a dream. Is there a deeper reason why people with means shell out the money to buy these fancy, expensive cars? A deep dive into the psychology of the luxury car owner suggests 6 reasons they shell out the big bucks for a set of dreamy wheels. Social status and emotional gratification may play a role in the purchase of luxury cars, but the vehicles are also beautiful and a pleasure to drive, making them a sensible buy for those who can afford them.
It is understandable that those who have the wherewithal to do so, would want to purchase a higher end car. Some, however, will scrimp and save and do without to buy a luxury car they probably cannot really afford. What makes these cars so desirable? It may not be as much about the luxury cars themselves, as it is about the psychological makeup of those who buy them.
Luxury Cars and the Subconscious
What are the deep-seated motivations behind the “drive” to buy high-end automobiles? Reams could be written about the psychological makeup of the typical luxury car buyer. Here we hone in on 5 of the most significant reasons, many of them subconscious, that make these cars a must-have for those who have the moolah to buy them:
- Social Status: This is a big one. Luxury cars are a very large and visible symbol of success. You can’t miss these vehicles because of their size—far larger, for example, than a piece of expensive jewelry. When you drive a classy car, it’s as if you’re waving a flag that says, “I made it! I can afford this ritzy set of wheels.” It’s kind of like wearing your social status on your sleeve.
- Emotional Fulfillment: Owning a high-end vehicle is exciting and satisfying. Luxury car buyers who worked hard to get to this point, feel they deserve a posh car—it’s a reward for persevering and succeeding. Luxury cars are an indulgence that is very satisfying for the happy new owner who is proud of what they have accomplished.
- Identity and Self-Expression: Every car has its own “personality.” Buyers choose luxury cars based on what they think the cars say about them. A buyer may want a Ferrari sports car that makes them look daring, or they may want a car with a subtler profile that whispers of old money, for instance a Cadillac. Each car brand and model broadcasts and is an expression of the owner’s particular values, lifestyle, and identity; and it’s what they want the world to know about them.
- Quality and Superior Craftsmanship: When you get behind the wheel of a finely-wrought automobile, you feel confident you’re driving the best that money can buy. Luxury car owners feel a sense of security. They feel safe in the knowledge that these babies are not only well-made, but outfitted with the latest technology.
- Good Value: Some see luxury cars as a worthwhile investment that appreciates over time. Unlike other, less expensive cars, an upmarket car retains its value. It makes good fiscal sense to buy an item that doesn’t depreciate, a fact that is certainly one important incentive behind the purchase of a luxury car.
A Desire for Recognition
We can tell a lot about a person by the car they drive. When the driver is cruising down the road in a Rolls, it’s obvious that this is a person who appreciates quality, good value, and top-notch design. It’s also probably that the guy with a Rolls or Bentley likes the idea of owning a status symbol.
Luxury cars express our desire for recognition. They tell the world that we have climbed to the top and are enjoying the view. And they serve as an expression of personal fulfillment. Unlike other mere mortals, they don’t have to think about practicality. They can splurge when and where the urge strikes—and quite often the desired object is a costly car.
