What is the "hot button" for luxury car buyers?
That's what every luxury car manufacturer - from Germany to Japan to England to America - would like to know. And a recent study of several dozen ads for 11 different luxury car makers by the Los Angeles advertising research firm Phase One concludes that manufacturers from each nation are trying different ad themes."German manufacturers believe we want practical reasons for buying a luxury car," said Jim Hillson, vice president and senior analyst at Phase One. "Japanese car makers generally portray their cars as being state-of-the-art machines."
As for the British, "They're relying, mainly, on the tradition of British luxuriousness and prestige," said Hillson. And America's top selling luxury cars, Cadillac and Lincoln Town Car, present "time-honored images of size and power."
So, who's selling the most luxury cars in the United States? Surprise: it's Cadillac and Lincoln. The two car lines accounted for 56 percent of the luxury cars sold in the United States from October 1989 through February 1990, reports Ward's Automotive Reports.
Still, as both competition and prices increase, Hillson says more luxury car makers will create ads to convince consumers that luxury cars "are a value-driven, rather than an ego-driven, purchase."