Luxury Car Ads

Luxury Car Ads – Putting Your Brand in the Driver’s Seat

By: Frank DePino | January 25, 2024

Luxury car ads are the picture of elegance and prestige. They’re undoubtedly a class of their own for the models they advertise and are a league apart from the masses.

These gentle giants are fashioned for high net-worth individuals (HNWI) as a symbol of wealth, grandeur, and status. They mainly target those who enjoy the finer things in life. As such, luxury car marketing goes beyond performance and build, though they’re certainly on display. Instead, they take you on a visual journey through luxury car ads tailored for the platform and user segment. There is an emphasis on a personalized approach, as it’s the preferred choice for a whopping 71% of consumers.

Get the scoop on how today’s most opulent car manufacturers sell their automobiles to people who buy for pleasure, all with Mediaboom.

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How Do Luxury Cars Market Themselves? What is Their Marketing Strategy?

Luxury car manufacturers sell big dreams. They understand that their brand identities sell to a very specific demographic of the wealthiest people in the world. Their money is just a means to an end, not the be-all and end-all of daily survival.

This is ironic, considering 61% of wealthy people drive Hondas, Toyotas, and Fords!

But that’s a story for another day.

Luxury car marketing strategies involve high-level branding focusing on aesthetics, performance, features, and storyselling using digital content marketing tools.

A luxury part of the car was photographed to create the luxury car ad

Characteristics of Luxury Car Ad

For decades, high-end car brands have leveraged the following strategies to surprise, delight, and woo their prospects:

Visual Aesthetics and High-Quality Production

Luxury cars are a work of art; a look at the clean contours of a Lamborghini, the sensual purity of a Mercedes, and the advanced lighting technology of an Audi will show you that.

But it’s only when form and function align that a car fetches demand.

Manufacturers use premium materials, exquisite craftsmanship, and superior technology to PROVIDE exceptional comfort and security. These high-end finishes and features can’t be found in regular cars, and brands highlight them in their ads to market exclusivity above all.

Target Audience and Brand Image

Luxury brands have a well-defined identity associated with prestige, which only enhances their desirability. However, manufacturers must still position themselves as the ultimate authority to attract discerning customers.

How do they do this for two different segments to cater to: the wealthy, and the group that aspires to be (or certainly look the part)?

With data-driven approaches, they tweak marketing strategies to reflect client desires and expectations. They also leverage scarcity, use branded content, and enhance brand traits with celebrity endorsements. Many of the best luxury travel brands of all time have developed partnerships with A-listers, such as Emirates with the stunning Penelope Cruz.

Mediaboom highlighted the amenities and services offered by Millenium Tower San Francisco, which represents luxury and sophistication. We can tailor the campaign by giving prospects a look into what the high life is like with your luxury car.

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Emotional Appeal and Storytelling

High-end automobile manufacturers don’t simply praise their plush interiors, advanced technology, superior craftsmanship, and innovative features in their luxury car ads.

Rather, they leverage captivating stories, high-quality visuals, and engaging video ads. They promote the unique selling features of their vehicles and provoke strong emotions in their target audiences. It helps them portray their products in the best possible light and cultivate a sense of loyalty and trust in customers for the brand.

Showcase of Cutting-Edge Technology and Features

Luxury cars provide extraordinary driving experience with futuristic and sleek designs—drivers dominate terrains and grab eyeballs wherever they go.

There’s been a shift towards artificial intelligence (note: explore the benefits of transforming your marketing with AI and Advertising), electric vehicles (hello Porsche Taycan!), and self-driving features for accessibility. Impressive innovations fetch tons of demand.

Our digital marketing agency has succeeded in driving traffic to Aspen Luxury Concierge, bringing a remarkable 118.42% increase in new organic users and a 54% boost in conversion rates—and we believe we can do the same for you!

10 Outstanding Examples of Luxury Car Ads

We’ve highlighted the best luxury car ads created, shedding light on the transition from the old to the new. These examples show why they stick in our minds and why millions have been persuaded to reach deep into their pockets.

1. Rolls-Royce

Copywriting has existed for millennia, but it didn’t gain a true foothold until 1958, when David Ogilvy wrote an ad for Rolls-Royce, a prestige symbol in the post-war era. It had a massive picture of the RR-Silver Cloud II and the genius line: “At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.”

The result? The company sold out its entire US inventory in a matter of weeks.

This luxury car ad created such demand for RR that people were on an 18-month waiting list for new orders! Follow their lead with these ten steps to creating impactful content.

2. Bentley

This British designer, manufacturer, and marketer prides itself on handcrafting excellence. Consider Mulliner Batur, the ultimate in the automotive world.

The ad for the sleek two-seater coupe sheds light on the company’s future design language, with a glimpse of the beautiful body of water after which it is named. Only 18 models of it exist in the world, all of which were sold before production began.

3. Porsche

This is one of the best luxury car ads we’ve ever seen.

The advert for the new Porsche 911 Sport Classic​, exclusively run on YouTube, taps into nostalgia and brings the past era to life with “a tale of now and then.”

It makes good use of sepia colors to highlight the architecture, fashion, and music of the 1960s and early 1970s and contrasts it with modern scenes for comparison.

Factor in houndstooth upholstery on the Olympic-level sprinter, and we’re not surprised that people are very open to digging deep in their pockets for this bad boy.

4. Ferrari

Celebrating the historic milestone of 75 years of ceaseless innovation, passion, and craftsmanship in Ferrari with a statement of intent, the Maranello-based carmaker hit the bullseye, showing exactly who’s the boss in the luxury automotive biz.

The company went on to Pebble Beach Automotive Week in 2022, giving awed guests a bird’s eye view into each of its majestic beasts from 1948 to the present.

5. Pagani

The luxury car ad for Pagani Utopia, titled “An emotion taking shape” is a winner in more ways than one. It takes you on a visual journey of the avant-garde hypercar, which one superfan defines as a “machine of extraordinary aesthetics.”

It doesn’t just blur the line between car and art; it also comes through with the futuristic use of performance technology, as it turns the city of Italy into a dreamland.

6. Lamborghini

Few ads compare to Lamborghini’s Aventador SVJ: Shaping the Future. It highlighted the aerodynamic design, cutting-edge technology, and handling performance in such a fantastic way that we hoped we’d win a lottery to get our hands on the beauty!

7. Aston Martin

This iconic British sports car manufacturer partnered with Academy Award-nominated actor Felicity Jones to promote its DBX707 with “Power. What is it?” ad campaign.

Like most luxury car ads, it approaches marketing creatively and separates itself from the objective of selling. It does showcase the luxury super tourer as it roars into its commanding station on a lonesome road but it also helps you discover a new perspective — an ever-evolving definition of what “power” truly means in today’s society.

8. Maserati

Maserati’s Super Bowl XLVIII Commercial with Oscar-nominated actress Quvenzhané Wallis was so impactful, the storytelling quite unlike any other in the segment, that it boosted brand awareness by a whopping 700%!

9. Bugatti

Showing the incomparable driving dynamics in BUGATTI CHIRON Pur Sport via ‘C’ the Drift luxury car ad campaign, the company positioned their automobile as the master of the most challenging situations—and made it look effortless.

This agile member of the Chiron family is the best of performance and poise; it demonstrates the height of automotive engineering.

10. Jaguar

Jaguar I-PACE | Night Skater ad centers on sleek headlight design. It goes from a hypnotic woman skating on a deserted road to the light, compact, and efficient Jaguar.

Want to achieve similar heights from your ads? Contact our digital marketing agency for guidance. 

The Future of Luxury Car Ads

With the global market worth $617.36 billion in 2022 and expected to exhibit a compound annual growth rate of 6.9% until 2030, luxury car manufacturers dominating the market have what it takes to reach their target audience and keep sales sky-high.

But as customer needs and desires change, they must adapt their strategies to maintain a continued perception of prestige, heritage, and excellence.

Predictions and Insights into Where Luxury Car Advertising Is Headed

Luxury cars have set the standard for excellence and will continue to do so.

Demand is expected to surge with the increase of ultra-high-net-worth individuals, so expect to see even more luxury car ads as brands compete to woo new clientele.

That said, with modern consumers more invested in sustainability, electric vehicles will become the preferred choice. Reports suggest that around 70% of today’s premium and luxury internal-combustion-engine (ICE) vehicle owners will soon make the switch.

We’ve covered all touchpoints concerning industry trends and forecasts in the luxury car market in this comprehensive article.

Strategies for Staying Relevant in a Changing Landscape

If luxury car makers hope to tap into the growing network of the wealthy, they must identify gaps for improvement to enhance the customer experience and attract new entrants in the market.

It is important to do so while highlighting a coveted brand story through car commercials show.

You can also tap into Google display ads to meet customers wherever they are.

The luxury car has just been washed in order to take the photo shoot for the luxury car ads

FAQs about Luxury Car Ads

This section will give you short but informative answers to your questions about luxury car ads, shedding light on why some brands use them and why some would rather not.

How do luxury car brands advertise?

Luxury brands don’t take the traditional advertising route for the general masses. Instead, they give their customers a reason to brag about superior tech, premium features, and a stunning design—all highlighted beautifully using paid ads on social media.

Which is the best car advert?

BMW’s “The Hire Campaign” is one of the best car adverts in history.

Does Rolls Royce make ads?

The head of marketing at Rolls Royce has been quoted as saying: “We don’t do commercials because our target audience isn’t sitting around watching TV.”

Must we say more?

Does Ferrari have ads?

Ferrari used to run print ads, but it no longer participates in conventional advertising.

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Schedule Your Free Consultation

Looking to take your business to the next level? Mediaboom is here to help. Sign up for a free consultation with one of our digital experts.

Hire A Digital Marketing Agency Now

Creating the perfect luxury car ads requires deep knowledge of the industry, target audience segments, and modern marketing possibilities. So, why don’t you focus on offering a bespoke driving experience while experts at Mediaboom work their magic for your marketing?

Get in touch with us today to learn more about how we can help.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.

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