麦肯锡用户研究：买家对豪华车体验的看法

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Automotive & Assembly Practice

Shifting gears: What buyers

are saying about the luxury-car

experience

How does the reality of owning a luxury car match the dream? A new

McKinsey survey sheds light on buyers’ priorities, current experiences,

and future expectations.

March 2025

by Michele Bertoncello, Patrick Hertzke, and Simon Middleton

Luxury cars, defined as those valued at over

$150,000, account for a small portion of vehicles

sold but loom large in drivers’ imaginations. The

most famous brands have instantly recognizable,

iconic designs that set future trends; they also

provide superior performance that commands a

significant price premium. The strong appeal of

these vehicles can significantly boost a company’s

valuation and enhance its ability to offer other luxury

products and experiences. Moreover, the luxury

segment appears to hold a greater profitability

potential for industry players in a global automotive

market with limited volume growth expectations.

We surveyed and interviewed more than 150 people

around the world who had made or were considering

a purchase of a luxury car to learn more about this

influential market.1 The respondents represented

a wide range of wealth segments, but the vast

majority had annual incomes between $200,000

and $1 million. Our focus was on their needs

and motivations throughout the entire purchase

and ownership life cycle. What factors prompt

customers to select a luxury car and how loyal are

they to brands? And what aspects of the luxury-

car ownership experience are most important or

fall short of expectations? Given the recent rise

of electric vehicles (EVs), we also examined the

nuances of this submarket to determine whether

buyer preferences and habits differed. Overall, we

covered more than 70 critical questions, and some

of the major findings are synthesized in this article.

One main takeaway: While luxury-car buyers

prioritize the driving experience and gain great

enjoyment from it, they also expect their vehicles

to retain, or even increase, in value. Other high-end

goods tend to appreciate, so buyers often view

this as an inherent characteristic of any luxury

product. Sustaining the residual value of a modern

luxury car can be challenging, however, because

vehicle technology is constantly becoming more

sophisticated. To preserve their appeal, all luxury-

car OEMs must address this challenge and develop

strategies to enhance residual value.

While luxury-car buyers

prioritize the driving experience

and gain great enjoyment from it, they

also expect their vehicles to retain, or

even increase, in value. Other high-end

goods tend to appreciate, so buyers often

view this as an inherent characteristic

of any luxury product.

2Shifting gears: What buyers are saying about the luxury-car experience

A diverse and eclectic

customer base

Luxury-car buyers share a love for leading-

edge vehicles, but their reasons for

purchasing a high-end brand can vary. In

our survey, we identified four distinct buyer

personas (Exhibit 1):

—collectors/connoisseurs

—innovation seekers

Exhibit 1

Luxury-car buyers fall into four personas.

Collector or connoisseur

Needs

Motivations

Recreation

interests

Innovation seeker Performance enthusiast Personal-status buyer

• Beautiful vehicle worthy

of space in their garage

• Rarity and exclusivity

• Residual value

• Adequate performance

• Aesthetically pleasant

and modern package

with most advanced

technology

• Eortless experience

across connected life

• Exhilarating driving

experience and sound

• Highest vehicle

performance

• Sales and service sta

with deep technical skills

and service experience

• Engaging mechanical

expertise

• Beautifully designed

exterior and interior

• Luxury experience that

makes them feel special

• Adequate performance

• Pleasure

• Building of family

heritage

• Economic investment

• Filling of garage with

unique vehicles

• Participation in cutting

edge of technology

• Environmental concerns

• “Tech credibility”

• Entertainment

• Realization of dreams

and passions (often

stemming from

childhood)

• “Track credibility”

• Self-reminder and signal

to others of success they

have achieved

• Fitting in with elite

communities

• Car shows

• Fine dining

• Inventive hotels and

restaurants

• Tech shows

• Racetracks

• Upscale gyms

• Golf course communities

• Luxury resorts

• High-end retail stores

Personas of luxury-car buyers

Source: McKinsey Luxury in Automotive Survey, 147 participants from Africa, Americas, Asia, Europe, and Middle East, 2024

Luxury-car buyers fall into four personas.

McKinsey & Company

Market overview: Cars of

distinction—and buyers

who want the best

—performance enthusiasts

—personal-status buyers

Each group has different vehicle needs and

motivations that can influence every aspect of the

purchase and ownership journey, including the

amount of time spent researching cars, the advisers

consulted when selecting a vehicle, the number of

hours spent driving, and the likelihood of switching

brands.

3Shifting gears: What buyers are saying about the luxury-car experience

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