AutomotiveAssemblyPractice

Shiftinggears:Whatbuyers

aresayingabouttheluxury-car

experience

Howdoestherealityofowningaluxurycarmatchthedream?Anew

McKinseysurveyshedslightonbuyers’priorities,currentexperiences,

andfutureexpectations.

byMicheleBertoncello,PatrickHertzke,andSimonMiddleton

?GettyImages

March2025

Luxurycars,definedasthosevaluedatovercustomerstoselectaluxurycarandhowloyalare

$150,000,accountforasmallportionofvehiclestheytobrands?Andwhataspectsoftheluxury-

soldbutloomlargeindrivers’imaginations.Thecarownershipexperiencearemostimportantor

mostfamousbrandshaveinstantlyrecognizable,fallshortofexpectations?Giventherecentrise

iconicdesignsthatsetfuturetrends;theyalsoofelectricvehicles(EVs),wealsoexaminedthe

providesuperiorperformancethatcommandsanuancesofthissubmarkettodeterminewhether

significantpricepremium.Thestrongappealofbuyerpreferencesandhabitsdiffered.Overall,we

thesevehiclescansignificantlyboostacompany’scoveredmorethan70criticalquestions,andsome

valuationandenhanceitsabilitytoofferotherluxuryofthemajorfindingsaresynthesizedinthisarticle.

productsandexperiences.Moreover,theluxury

segmentappearstoholdagreaterprofitabilityOnemaintakeaway:Whileluxury-carbuyers

potentialforindustryplayersinaglobalautomotiveprioritizethedrivingexperienceandgaingreat