Who do America's wealthy consider the most prestigious luxury auto brand?

Luxury Institute Survey: Porsche, Mercedes and Lexus Earn Top Honors as the

Most Prestigious Luxury Automobile Brands in 2006

America's wealthy rated Porsche the most prestigious luxury automobile for 2006 in an objective and independent survey just released by the New York-based Luxury Institute. Porsche led the field on brand uniqueness and exclusivity, being the brand most driven by
people who are admired and respected, and making customers feel special across the entire experience.

Lexus, which won handily on superior quality, continued to climb in luxury status, displacing BMW, which came in fourth. Importantly, Lexus was also the brand that most aware wealthy consumers are willing to refer.

"We are gratified that for the second time in a row a majority of discriminating, sophisticated owners has rated Porsche the number one luxury brand," said Peter Schwarzenbauer, President and CEO of Porsche Cars North America. "It reaffirms our belief that by remaining true to our sports car values and history the Porsche brand maintains its position as one of the world's most respected and desirable names."

Thirteen luxury automobile brands were rated overall including Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes, Porsche, Saab, and Volvo. Using LBSI, the Luxury Institute surveyed a nationally representative valid and reliable statistical sample of more than 500 households with a
minimum of $200,000 in gross annual income and minimum net worth of at least $750,000 (including home equity).

"The auto industry is one of the most well covered in terms of consumer surveys," said Milton Pedraza, CEO of the Luxury Institute. "However, luxury automobile executives need to know how their best prospects
and customers, who, according to the Federal Reserve control 70% of all the wealth in the United States,rate their brands. Even within the wealth segments there are major differences in ratings. For example, wealthy women rate Porsche much higher on price worthiness than men, pointing to a major marketing opportunity. In addition, the referrals of wealthy non-owners can influence purchase as much as those of
owners. For example, in this year's survey, Lexus is by far the most referred brand regardless of which brand wealthy consumers own."

Mark - 4/18/2006 2:35:24 PM

+1 Boost

So they took a sample of more than 500...does that mean 501, 520? That doesn't seem like a good solid number to base those statements on (even though I must agree with them). How about taking a poll on a couple thousand people?

I would like to think that some place who calls themselves the Luxury Institute, and apparently "is the uniquely independent and objective research institution that focuses solely on the top 10 percent of America’s wealthy."

Um, I think their vision is a little fuzzy if their guildlines were "a minimum of $200,000 in gross annual income and minimum net worth of at least $750,000." Crap, the top ten percent of America's wealth have $750 in their wallets.

And really, no BMW? Let's see what the masses say.....?

dblo7 - 4/18/2006 3:15:25 PM

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Another...not so...conclusive survey. Hard to believe BMW is ranked that low. I am assuming it is because they have become so common. Referred is one thing, buying one is another. Stupid survey.

AlexFX - 4/18/2006 4:28:05 PM

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Nicely put.

1in10 - 4/18/2006 5:19:21 PM

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If you really want to know what the wealthy buy and drive, one just needs to go to a high end shopping area like Rodeo Drive, Bedford , Beverly or Camden in Beverly Hills. Another place would be the car washes in up scale areas, Like the Santa Palm Car wash on Santa Monica Blvd or the Car Spa on Coast Highway in Newport Beach. I see a lot more Mercedes and BMW’s than Porsche or Lexus. I’m also amazed at the number of Bently Continental GT’s and Rolls-Royce Phantom’s I see in Beverly Hills and West Hollywood, both the ultimate in true Prestigious Luxury automobiles.

Lexus - 4/18/2006 6:53:52 PM

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What more to says, Lexus beat/displace BMW, well it has been spoken. Stop being a cry baby and admit it. Lexus will will the #1 Lexury car in worlds for sure. Especially when they start coming out with LS600H and LF-A 500+ Hp and using Formula 1. It is not hard to understand they are superior in quality, design and they don't break down like other brand. Can't wait for the IS500 coupe to come out against the M3 and C55 AMG. Anyway just read in a auto magazine that MB CLS AMG with 469 hp beat BMW M5 with 506 hp from 0-60 second.

Lexus for Life

Spider99 - 4/19/2006 12:41:12 AM

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$200K annual income and a net worth of $750K is wealthy? Maybe in Idaho. In Cali, that'll get you a 2 bedroom house in the desert near Riverside. I would hardly consider that wealthy.

1in10 - 4/19/2006 1:48:54 AM

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The post was merely my observation of what I see when shopping, getting my hair cut or having my car washed in Beverly Hills and West Hollywood, and your statement that “people who live in Beverly Hills are not truly wealthy” is your opinion. I don’t think most people would agree with your statement, but you are entitled to it. I am curious how you come to that conclusion. Do you have evidence or is it just wishful thinking. Maybe a way to make yourself feel better because the car you drive or want was top on the list. I own a ’06 ML-500, ’05 E-500, ’99 Miata, ’97 Explorer and a ’32 Ford Roadster. I could have bought a Lexus instead of the MB; they are the same price or less. I just liked the MB over the Lexus. Do I think they are prestigious, somewhat; but when I drive through Beverly Hills or Newport Coast the answer would have to be no. These are entry level cars for the people that live there, sometimes the ones they buy their kids to drive. 
 
Truly wealthy people like nice things, exclusive things, things that normal people can only look at but never afford to own. They own big houses (that’s why they chose to live in places like Beverly Hills and not Barstow), they buy expensive clothes (that’s why they shop at places like Gucci or Armani and not Wal-Mart or K-Mart), they wear expensive jewelry and watches (like Cartier, Rolex, Patek or Zineth and not Timex, Swiss or Fossil) and get there hair done at high end salons (Like Jose Eber, Anastasia, or Jonathans’ instead of Supercuts or Fantastic Sams). People with 100k income and lower buy luxury cars like the Lexus LS-GS-ES-IS, Mercedes E- C-class, BMW 5 & 3 series, all cars in the 35k to 65k range. Wealthy people step up to the S/SL/CL-class and 7-series or specialty cars like an E-55 or M5/M6 with prices starting in the mid 80k to as much as 180k. And the truly wealthy can buy any car they want, as many as they want and that’s what they do. A person owning a Camry, Accord, Impala or Taurus might see a Lexus, MB or BMW to be a prestigious automobile, were as the owners of a Lexus, MB or BMW would probably see a Rolls or Bently as a prestigious automobile. 
 
I just don’t see how a car with a price tag of 65k or less can be considered more prestigious than one costing 180k. That’s like saying a Tag Heuer is more prestigious than a Rolex which is more prestigious than a Patek. 
 
Mike

Yonder7 - 4/19/2006 9:14:45 AM

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Mike: I have no Idea on who are you , but I agree with your definitions. High Class people buy what they want and that's final, One would like Roll Phantom (to ugly) but othe will buy a Maybach 67, Sport: Enzo or may by Veyron,Of course is not very likely that the use to fly in first class,They will have their own jet, Citation X or Gulfstream G200 or Who know. Any Lexus MB E C A or BMW 1 2 3 4 5 series are not luxuri cars, is like compare an After Six with an MCgregor Shirt. They need to be more specific when the do this surveys. And Tag is not in the same Leag as Piaguet or Cartier.

JCF110 - 4/24/2006 12:50:24 PM

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okay... i live in a 900k house and drive a jeep liberty limited... i dont really care to drive a fancy car. but i can say my next car will probally be a lexuzor a benz!

porsche993 - 3/7/2007 3:46:22 PM

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Porsche at the top, who would argue? Best cars in the world without a doubt.