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How Far Has the Luxury Car Market Evolved

Lexus have established themselves as one of the big Japanese marques alongside Nissan and Honda. This is because they have been able to produce a great range of cars that are very reliable and very luxurious. And this, in my opinion, is the main aim of Lexus - to be the best luxurious car brand in the world. This could be true as they have got several cars that are quoted on their excellent ride and comfort as well as space.

At the moment Lexus have cars in the saloon and luxury market as this is where they are paying most attention. This also happens to be where the other top car marques in the world are showcasing there idea of a saloon car and this is the perfect opportunity for Lexus to show the public how good their car is compared to their European rivals.

For example, the IS series saloon is in direct competition with the BMW 3 series and the new Mercedes C class. These two cars have dominated that part of the market for a number of years and new comers have found it hard to get in and make excellent sales like the other two. A good example of this is the Jaguar S type. Because of this Lexus have had to design and build a very serious competitor and in many cases they have succeeded on doing this.

Many reviews on the IS series from motoring magazines have complimented the very stylish and sporty looks on the exterior and great comfort and design on the inside. Others have also written good things about the simplicity of the IS and how good the ride comfort is.

Another sector of the car market where Lexus are putting a lot of effort in is the luxury car market. They have released the LS and GS series that are putting pressure on the big car makers in Europe such as BMW, Mercedes and Jaguar.

This is very prestigious as it is this part of the market where most businesses will choose their cars whether for private use or for fleets. This is where a lot of money can be made in the car market. Lexus are again under stiff competition for their place in the market from Europe but they have got some advantages.

New hybrid technology that has been developed to be used in Lexus cars has enabled them to be more energy efficient and economical than their rivals which allows them to have a unique selling point over their competitors in the market. This will also give an advantage due to the fact that many fleet cars in a business will be travelling lots of miles every year and the hybrid technology will allow businesses to save a lot of money on fuel due to the fact that the Lexus cars will be more efficient. They have also been able to design the car so it has a huge amount of space that gives it the edge for comfort usability.

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What Luxury Car Brand Suits You?

Take a look around you, especially on the road. You will see a swarm of luxury cars from major car manufacturers gracing the streets. Whether cars have become cheaper or people are earning more money is a different discussion altogether. We are only interested in knowing what modern luxury car brand appeals to what kind of buyer.

Automobile market has been segmented according to buyer preferences. Cars belonging to the same segment will essentially have almost the same features with the only differentiating factor being the family they come from. Most major car manufacturers represent some buyer perceptions and it is the typical character associated with their brand name that compels the buyer to make a choice between vehicles that have very few differentiating factors.

If we focus on just three of the major car manufacturers, we would realize that they manage to produce similar luxury vehicles in order to cater to the market segments and yet maintain a unique character in those vehicles that is specific to their make and symbolizes their brand.

Mercedes - Benz: Arguably the most famous luxury car maker in the world, The Merc as it is affectionately called represents a prime example of German engineering. Being one of the first luxury cars in the world, Mercedes has a unique niche in the automobile world and its name symbolizes classic styling, grand presence and fine-tuned performance. The historical three-pointed Mercedes logo is the stuff most people dream about.

Mercedes maintains a unique character in all of their vehicles. Their vehicles are a blend of luxury, classic design, and attention-to-detail. Some people say that you can recognize a Mercedes from a mile away. Mercedes manufactures vehicles catered to different segments of the market and even while conforming to the requirements of a particular segment their vehicles don't shy away from displaying a character that is so uniquely Mercedes.

The Pundits say that your favorite luxury car is a Mercedes if you prefer stability in life and like to play it safe. That is probably the image Mercedes represents in the market today. People associate class with Mercedes and usually their vehicles are centered on a theme that oozes royalty. Since it is the most established luxury brand with a great reputation, buyers who like to trust the tradition and go with the flow are the ones who prefer a Mercedes.

BMW: These sharp looking double-grilled vehicles have a unique image in the market symbolizing the essence of performance in a vehicle. This is another German brand that is famous world over for cars that feature cutting edge dynamics and impeccable performance with unmatched styling. BMW stresses on performance and joy of driving in their vehicles. Their vehicles symbolize muscle and raw power. BMW styling is unique and what they make today, others make tomorrow. This is one brand preferred by buyers who like trills and love to take risks in life. It is for the aggressors who like to announce themselves when they arrive. Trendy would be the appropriate term for these vehicles as opposed to the classy Merc.

Audi: Although many would argue over the fact that Audi is not in the same league as the two stalwarts listed above, there are facts that suggest that Audi is even overpowering the two traditional rivals in terms of luxury car sales all over the world. Again a German brand, Audi has emerged as the choice of the young and the fearless. People who dare to think beyond established norms are going for the Audi. It is a breakaway from the tradition and that's what these people want. Audi cars are designed exquisitely and they represent the influence of latest technology over traditional machinery. These performance oriented cars are sporty and appeal to the modern buyer who is self-made, competent and confident. Modern ground-breaking styling and technology is probably the hallmark of Audi and they maintain it as their USP.

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Why Do People Buy?

I was running a seminar for staff in a Health and Fitness Club and I asked them - 'What do you think are the reasons people decide to join a health club?' The answers came back:

To lose weight To get fitter To have a better shape To build muscles Because they like swimming These answer are all perfectly valid, however when you think about it, there a whole host of other reasons why people would want to join a health club.

To meet other people To find a new partner To be able to say -'I go to a health club' Because they like the music in the aerobic classes To have a feeling of belonging Because it's the thing to do To sleep better Have more energy To have a sharper mind There are lots reasons why people could buy your product or service, and you need to be aware what they are or could be.

People buy to solve either real or perceived problems. They want to move away from pain and towards pleasure. They want to feel better after having made the decision to buy your product or service than they did before. So it follows that - buying decisions are emotional

YOUR HEART OR YOUR HEAD

All decisions to buy are emotional because people are driven by their emotions in everything they say and do.

We buy religion and politics, and we buy other people based on our emotions. We also buy products and services based on emotions.

People will decide to buy emotionally and then justify logically. Picture the man who buys a new Mercedes instead of a basic family car, and then tries to justify the extra cost to his partner. He'll explain all about the reliable German engineering, the superb after sales service and the high resale value. However, as we all know - he probably bought the Mercedes to impress the neighbours and his friends. It was another decision based on emotions.

Some people will also buy a house (probably their most expensive purchase) because they feel good about it.

THEY WONT ALWAYS TELL YOU

Your customers won't always tell you the real reason for buying your product or service. Take my example of the health and fitness club - a potential new member might tell you that they want to lose weight and get fit. However, they're prime motivator for joining, is to meet new friends.

The health club markets its business by promoting the range of fitness machines, qualified instructors and superb swimming pool. However what the new member really wants - is to mix with new people. This is sometimes known as the DBM or Dominant Buying Motive.