Luxury Marketing Techniques

SOURCE www.welovecarz.com

Using evidence from chron.com, website for the popular Houston Chronicle, in an article titled, “Marketing Strategies for High-End Car Brands, I argue that luxury brands purposely embellish their cars, especially when marketing, so consumers know the brand, and consumers will know that the brand is luxury without the manufacturers specifically stating that.

Luxury brands use a unique type of marketing to attract customers. Economy car companies, like Toyota or Ford, will appeal more to a buyer’s practical senses. Ford is now offering a standard automatic rear liftgate so consumers can open up their trunk without needing to use their hands. Ford clearly displays this magical “foot operated” liftgate in their commercials. This practical approach appeals to a wide variety of consumers, thus giving Ford an easily marketable product.

On the other hand, luxury car companies like Mercedes Benz have even more convenient features, like massaging seats. In order for Mercedes to successfully market this amenity, Mercedes need to make it clear that they only use quality materials in all of their cars. That’s why you will always hear luxury car commercials using the line, “handcrafted from the finest leather…” or “imported from (insert exotic land here).” Notice that economy car companies like Ford or Honda don’t specifically state where their materials come from; this is because these companies are trying to use the cheapest materials possible while maintaining the image/illusion of quality.

Luxury car brands also make it blatantly obvious that driving a luxury car is indulgence. Luxury car companies use self-indulgence as a key element in their marketing strategies. Driving a luxury car should make the driver feel better about him or herself just from sitting in the car. Therefore, luxury car companies will focus on the materials used, installed options (such as climate control, infotainment system, etc.) and the overall opulence of the car. Customers want to see why a certain brand is so luxurious. This is why nobody will feel indulgence from driving a Toyota Prius.

Building off of self indulgence, luxury car companies will push the brand they are marketing. Consumers will be buying a certain luxury car for the name (most likely), so consumers need something to brag about. Just the bragging factor makes the car worth the price, from a consumer standpoint. Whether it be traditional, custom wood trim or next gen technology, the features of the car will allow luxury car companies to build up what they are trying to market. Not to mention, most luxury brands like Rolls Royce or Bentley have constructed immense reputations since their founding, so luxury car companies aren’t afraid to mention their outstanding traditions of maintaining high quality production.

Last but certainly not least, luxury car manufacturers will make it clear that sizer does not matter. Luxury car companies like Lexus and Mercedes will not survive from selling only their biggest, most expensive cars. Sure, many are willing to spend six figures on a luxury car, but those who can afford it come from a certain demographic. Therefore, luxury car brands need to create smaller, more compact luxury vehicles to appeal to the masses. These smaller cars will include all or most of the amenities found in the larger, more expensive cars. Not everyone will enjoy driving an almost 20 foot long Rolls Royce Phantom. To appeal to the masses and still maintain brand status, Lexus now offers the CT200 hatchback, and Mercedes just introduced the brand new CLA line.