Luxury Car Marketing

Luxury Car Marketing – 15 Tactics to Lure Luxury Car Customers

By: Frank DePino | September 29, 2023

Luxury car marketing is just one of the many branches of marketing. Throughout the years, luxury brands have been able to successfully leverage their advertisements to appeal to their ideal clients.

But how does it differ from traditional marketing strategies?

Luxury car marketing is the art of showcasing top-tier vehicles to discerning customers through diverse tactics, including bespoke branding, focused promotion, and tailored customer service. It’s all about crafting a sense of grandeur and exclusivity that surrounds the brand and its offerings while highlighting its exceptional features and unparalleled quality. The aim is to create an emotional connection with consumers that elevates the product beyond a mere mode of transportation, making it an aspirational symbol of status and success.

So, excellent marketing strategies manage to not only reach their audience but also successfully find a way to emotionally appeal to them. More than in any other industry, you will find more people that associate their identity with the cars that they have.

But how do you appeal to the most potential clients in such a competitive market?

To learn more, keep reading!

What is the Target Market for Luxury Vehicles?

The target audience for luxury markets focuses on people between the ages of 25-44 years old. This is no different when it comes to luxury vehicles, with the exception of the market swaying a bit wide in both directions. With such a large target market, how do you create a thorough marketing strategy to reach them successfully? First, let’s start by taking a look at their buyer motivations.

The sports car of the luxury brand Maserati has just left the dealership.

Motivations That Drive Luxury Car Buyers

At the start of a buyer’s journey, there is a motive. Narrowing down what motivates your buyers will help identify selling points and what drives people to choose one brand over another. This section will overview the nine motivations that luxury car buyers have.

1. Status Symbol

It’s not uncommon that people will view what kind of car someone drives with how successful they are. For example, many real estate agents will mention how a nice car is often a helpful selling tool as it indicates that they have found success in their field to be able to afford the vehicle.

Not to mention, many luxury car brands are often found in media when portraying wealthy and successful characters. So, it’s only natural people associate luxurious car brands with a status symbol of a level of wealth and success that many strive for.

2. Brand’s perceived strengths

Luxury car brands all have their distinct buyer profiles that will attract a car’s strengths. For example, when comparing BMW and Mercedes-Benz cars, many people will say it comes down to whether you prefer comfort or performance.

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3. Affinity with the brand

All car brands have a brand story they follow. The purpose of this is to have another established reason to relate to their target audience. Luxury car marketing strategies appeal to the strengths of luxury brands to target the aspects their audience likes. This tactic works extremely well for people who already have an affinity for a luxury car brand already. Brand affinities develop when a customer develops an emotional connection with a brand or product, and luxury brands excel here due to their quality of product and customer service as well as effective marketing for luxury cars.

4. Perceived Value

Luxury vehicles have a higher perceived value due to their respective brands and status the carry. Although they also carry a high price tag, they also have a higher resale value as well. Not to mention, they are known to be more expensive to maintain and fix, which is another factor that plays into the higher perceived value of luxury vehicles.

5. Passion

As mentioned above, many people will have an affinity with the brands they associate with. There are many car buffs that are not only passionate about cars in general, but certain brands as well. That is because luxury car brands have done a great job of distinguishing themselves in the market by having elegant designs, great performance, and incredible customer service. So, it’s no wonder that people grow a passion for a brand that has served them well.

The luxury car brand Aston Martin offers a new exclusive model of its cars.

6. Exclusivity

Top-of-the-line luxury vehicles come with many luxury benefits. For example, some luxury cars will have access to a concierge service to assist you with booking dinner reservations and even travel reservations. Not to mention you’ll have other features such as live weather, and a great navigation system, all at the convenience of your vehicle. 

7. Quality and Reliability

When it comes to quality, luxury car brands are known to go above and beyond. Details such as stitching, materials used, finishes applied, and new technology and luxury vehicles come with the best of the best. Not to mention luxury car brands have some of the best warranties around to ensure their valued customers are covered for years to come.

8. Business Development

Luxury cars naturally add an heir of luxury to any business they’re associated with. For example, many luxury businesses will carry luxury vehicle fleets if they need to do any transportation services. Even services like Uber pay drivers more (and charge consumers more as well) if they have a luxury vehicle that fulfills their requirements.

9. Self-esteem

Buying a new car can be a big boost to your self-esteem, especially if it’s a luxury vehicle you’ve been wanting for a long time. In fact, drivers have been found to feel more confident behind the wheel of luxury cars. Although they are pricier than other cars, many clients still remain satisfied with their purchase for years to come. This factor alone is why many people do end up opting for luxury vehicles, rather than going with a more affordable option.

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Strategies to Market Luxury Cars

Now that we’ve fully identified the motivations of luxury buyers, we can now dive into how to appeal to them with successful marketing strategies. Here are some of our favorite ways to ensure you reach your target market.

10. Market segmentation (different strategies for different segments)

As the global luxury car market expands, you will need to utilize several different marketing strategies. Just like in every other industry, luxury marketing strategies should be comprehensive and include multiple ways to reach your target audience and reel them in.

Especially in the luxury car global market, many brands utilize the same tactics. So establishing a unique luxury car marketing strategy that is unique will help you stand out from the noise of the rest of the market.

Luxury brand Lamborghini has just sold the car after running an efficient marketing campaign.

11. Know your audience

As mentioned before, the luxury car market is expanding to serve more people than ever. In turn, this means brands must reevaluate and know their new target audience to successfully reach them.

With Gen Z entering the market, new marketing tactics are being used to successfully attract them as real potential buyers. Since the market has expanded to a large range of ages and buyer personas, it’s important to know your audience. Knowing what audience you are trying to reach will help narrow down successful marketing strategies.

For example, it’s better to focus on traditional marketing for some luxury car brands. Once you identify the target audience for each campaign, you can then set a firm intent for each campaign.

12. Brand marketing and storytelling

In today’s competitive landscape, content marketing has become a crucial tool for brands to connect with their audiences. A key element of this approach is storytelling, which has been a tried and tested method for many years. In the luxury car industry, a great story can be at the heart of your content marketing strategy, particularly given the longer buyer cycle.

By crafting a compelling narrative, you can establish a deeper emotional connection with your potential customers, creating a stronger affinity for your brand. Ultimately, effective storytelling can help you differentiate your brand from competitors and drive greater engagement with your target audience.

13. Emotional marketing

The car industry overall has a distinct approach to marketing, as the average car buyer only is in the market every 8 years. So, they must keep in mind that cars tend to be extremely meaningful and long-term purchases.

To approach this market, a luxury car marketing strategy involves a lot of emotional marketing strategies. Chances are, you remember your family car your parents used when you were younger or even your first car. Many people form a sort of bond with their car, as cars are around to transport people to so many different life events.

Ferrari's luxury car has just been washed to shoot the new promotional video.

14. Video and AI Marketing

As the luxury car market has expanded to include younger audiences, many luxury car marketing strategies have invested more in social media marketing. Utilizing visual marketing is a great way to showcase new cars and even help flesh out more of a brand identity. Not investing in visual marketing can result in many missed opportunities to attract and interact with new clients.

In today’s digital age, luxury car brands are also investing in virtual reality (VR) technology to provide immersive experiences for customers who can’t visit dealerships or showrooms in person. This approach allows customers to interact with cars in a virtual environment, increasing their emotional connection with the brand. Additionally, using artificial intelligence (AI) and machine learning can help personalize the customer experience and identify individual preferences, leading to greater customer loyalty.

15. Luxury car advertising

Although most of these strategies are digital marketing based, the luxury car market still can benefit greatly from traditional advertising methods. Print ads and commercials are still in use and still boast great results for every car brand.

For example, many car brands will spend all year preparing for their slot in their Super Bowl advertisement, which has an audience of hundreds of millions of views. Although the Super Bowl is an extreme example, commercials run on a smaller scale receive a good outcome too. So be sure not to neglect more traditional marketing approaches in your strategy as well.

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Final thoughts

We’ve gone over the many ways luxury car brands set themselves up for success through marketing tactics. However, there are many creative and innovative ways to approach these factors. Being innovative and creative with your marketing strategies can open up many new possibilities for any brand!

If you’re interested in seeing how digital marketing strategies can increase your brand’s potential, we’d love to hear from you!

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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