The document discusses the luxury automobile industry. It identifies major luxury brands such as Rolls Royce, BMW, Mercedes, and Lexus. Luxury vehicles are defined as having a price over $30,000 and emphasizing qualities like safety, quality, prestige, and innovation. The industry is segmented into categories including compact executive cars, SUVs, sports cars, and more. Major players in the industry targeting different consumer types are also outlined. The document concludes with current trends in the luxury market, such as the rise of the Asian luxury market and green luxury vehicles.

1. The Luxury Automobile Industry
LXFM 730 Project 1
Anna Reed

2. What is luxury?

3. • http://www.youtube.com/watch?
v=SKL254Y_jtc&feature=relmfu

4. Major Players
• Rolls Royce • Porsche
• BMW • Ferrari
• Lamborghini • Infiniti
• Mercedes • Acura
• Lexus • Lincoln
• Cadillac • Aston Martin
• Bentley • Jaguar
• Audi

5. Identifying the Luxury Automobile
• priced above $30,000
• history & origin
• advanced safety options
• superior quality
• uniqueness & exclusivity
• admired, recognized brands
• association of prestige & status
• innovative (design & technology)
• plush interiors
• large motors

6. Luxury is having more than
you will ever need.

7. Industry Segmentation
Top-of-the-Range
Upper Premium
Luxury

8. Categories
• Compact Executive Car/Entry Level
Luxury
• Executive Car/Mid-Luxury Car
• SUV Crossover
• Full Size Luxury Car
• Sports Car
• Grand Tourers
• Supercars

9. Compact Executive Car/Entry Level Luxury
• 6-8 cylinders
• Limited rear seat room and trunk space
• Equivalent to large family compact car

10. Executive Car/Mid-Luxury Car
• Size and Comfort
• Roomy
• v-8 engine

11. SUV Crossover
• off-road capabilities
• advanced GPS devices
• traction control
• replaced mini-van among elite

12. Full-Size Luxury Car
• most powerful of sedans
• 8 - 12 cylinder
• emphasis on interior
• superior comfort

13. Mercedes Maybach Interior

16. Sports Cars
• ultimate performance
and handling
• true discretionary
income
• built for speed
• lightweight

17. Grand Tourers
• More passenger seating
• Heavy body styles
• Leisure over speed

18. Supercars
• Exceptional Speed
• Ultra-High Performance
• Most Expensive
• Customized features
• Handmade
• Ultimate technology

19. Convertibles/Roadsters
• 2 passenger seating
• Removable roof

20. Origins of the Luxury Automobile

21. Early American Leaders
• Chrysler
• Cadillac
• Buick
• Lincoln

22. Asian and European competitors offered:
• advanced technologies
• superior design
• innovation
• exclusivity

23. Consumer Segmentation

24. Owner Type: The Rich Rebel
Characteristics
• Modern, Creative, Sporty,
Fashionable, Intellectual, and
Affluent
• Ambitious and Motivated, a
natural Leader
• Aspirational
Desired Brands: Audi, Acura, Infinity

25. Owner Type: Performance Seeker
Characteristics
• Professional, Powerful,
Aggressive
• Dominant & In Control
• Car is an extension of self,
statement maker
Desired Brands: BMW, Jaguar, Lincoln, Aston Martin

26. Owner Type: Classic Sophisticate
Characteristics
• Stylish, Sophisticated
• Value tradition & heritage
• Strong moral and ethical
values
• Desires to be perceived
positively
Desired Brands: Mercedes Benz, Cadillac, Chrysler

27. Owner Type: Luxury Experienced
Characteristics
• Confident, understated,
informed & open minded
• High expectations &
income
• Desires exclusivity, classic
style, precision and leisure
Desired Brands: Lexus, Rolls Royce, Bentley

28. Owner Type: Adventure Addict
Characteristics
• Spontaneous, thrill
seeking, outgoing & self
assured
• Life experienced
• Desires performance,
speed, and style
Desired Brands: Maserati, Porsche, Lotus

29. Market Size & Shares
• The luxury
segment
represents an
estimated 15%
of all auto sales.

30. Current Trends & Direction
• 1. The Green Luxury Consumer
• The Innovative Hybrid

31. • 2. The Rise in Asian Luxury Market
• Demand doubled from 2009-2010
• Due to urbanization, information,
education

32. Thank You

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