Super rich may avoid super expensive cars because of bad image

[Haltech]

Filed under: Car Buying, Marketing/Advertising, Supercars, Bentley, Maybach, Rolls-Royce, Lifestyle

Click the image above for a hi-res gallery of the Rolls-Royce Phantom Coupe

If you've got it, flaunt it. The super high-end automotive market has been counting on that attitude for years, and it may now be coming back to bite them. It seems that sales of luxury marques such as Bentley, Maybach and Aston Martin have been on a downward trajectory over the last year. Despite the fact that there are a number of people who still have plenty of dough to purchase these expensive toys, public perception is causing some of them to hold back and keep those fat wallets in their pockets.

To combat the problem, some high-end brands are choosing to aim even higher. If ex-customers with a net-worth of less than $5 million find it socially unacceptable to make a purchase, Bentley has said it will begin marketing to those with at least a net worth of $25 million. Let us add that we've driven a few Bentleys and Rollers and can say with certainty that they are definitely conspicuous in a sea of CamCords and Mustangs.

Gallery: First Drive: Rolls-Royce Phantom Coupe


[Source: Advertising Age]

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