How luxury car brands compete
As the automotive market grows increasingly competitive, luxury car brands are realising that consumers expect more than just a vehicle, they want an entire lifestyle.
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As the automotive market becomes even more competitive, luxury car brands are realising that the car is only a part of the equation.
By offering bespoke experiences and lifestyle perks, owners can expect to receive more than just a set of keys – they get access to the ultimate world of luxury.
From chef-curated dinners to private golf tournaments and exclusive access to premium events, owning a luxury car has evolved into a VIP experience.
For buyers who want more than just performance, luxury automotive brands are enticing customers with unique programs designed to make them feel a part of an elite club.
Lexus: A subscription to Luxury
Lexus is one of the players who remains at the forefront when it comes to luxury.
As Lexus Australia spokesman Paul Ellis explains, the brand takes pride in offering an “unrivalled and amazing customer experience that goes beyond vehicle ownership”.
With a shorter history compared to some brands, Lexus prides itself on being a disrupter.
“Some car brands have been around for well over 100 years. We’ve been around for 35 years, but from day one our aim was to disrupt and redefine luxury – from both a vehicle and customer standpoint,” he said.
Lexus’ Encore program is at the heart of its strategy and offers customers a range of exclusive privileges.
Whether you own a brand new model or a 2006 Lexus, as Ellis points out, the subscription offers exclusive privileges such as ‘Lexus on Demand’, allowing customers to borrow a Lexus while travelling or for special occasions.
The program is built to enrich the lives of Lexus ownership with benefits like valet parking, airport lounge access, and luxurious hotel partnerships.
There are four tiers within the Encore membership, catering to various types of Lexus owners.
Each tier is designed to create a seamless and luxurious experience and is a reflection of Lexus’ dedication to making luxury personal through a thoughtful approach rooted in Japanese hospitality, or Omotenashi.
Mercedes-Benz: A personal invitation to luxury
Out of all the luxury car brands, Mercedes-Benz brings an ultra-personal touch to its owner experiences.
From local driving events, art exhibitions and Formula One to global gatherings, Mercedes-Benz has gone to a new level when it comes to engaging with their customers.
These events are not just about showcasing the cars but about building relationships, Mercedes-Benz Australia head of media relations Jerry Stamoulis explains.
“Mercedes-Benz Australia focuses on creating experiences that allow customers to connect with the brand in both a fun and exclusive setting,” he said.
As consumer expectations continue to evolve, so too does the Mercedes-Benz approach.
As Stamoulis said, Mercedes-Benz listens to customer feedback and incorporates it into future offerings.
“Each year, we design experiences tailored to our customers’ preferences, but we also incorporate their feedback into future events,” he said.
A prime example of this was at this year’s Australian Formula One Grand Prix, where Mercedes-Benz hosted an exclusive on track-dinner in collaboration with Vogue magazine.
“Catering to our customers who appreciate both fashion and Formula One, this unique event was a first of its kind globally, and our customers knew they attended a truly special event,” he said.
While not all events are publicly promoted, Stamoulis said Mercedes-Benz is committed to offering a variety of exclusive events.
Range Rover: an alpine experience
A few months ago, Range Rover offered owners with a luxury experience beyond the city streets.
The Range Rover house returned to Thredbo, setting up residency at the serene De Dacha Chalet, nestled within the Kosciuszko National Park, guests were treated to a week of exclusive alpine activities, including masterclasses in interior design, perfume profiling and artistic curation.
But perhaps the most jaw-dropping was the on-mount dining experience, crafted by Chef Nelly Robinson.
Land Rover rolled out the red carpet for a special event marking the launch of its new Defender Octa model this week.
The brand invited guests to an event featuring food by Sean Connolly, music by Chris Keene and Kita Alexander, and appearances by several athletes and actors.
Audi: Surf Lessons and gin tastings
If Lexus, Mercedes and Range Rover can do it, so can Audi.
Tapping into the lifestyle perks with ‘Audi Experience’ membership, Audi offers owners a range of events from gin tastings hosted by actor Richard Roxburgh to surfing lessons with world champion Stephanie Gilmore.
But that’s not all, Audi also offers premium wine tastings and discounts on luxury hotel stays.
Volvo: A sustainable tiny home experience
Then you have brands like Volvo who are offering experiences to the general public, not just owners.
In partnership with Into The Wild to mark the launch of the EX30 has created a Scandinavian inspired tiny home.
“Tiny Astrid” has been designed to align with Volvo, using nature-inspired interiors and renewable, recycled materials to create a unique space.
The idea behind the tiny home getaway is to encourage individuals to consider a holistic approach to sustainable travel.
Each booking includes an overnight stay at the Tiny Astrid plus the chance to drive the new Volvo EX30 as an optional add on.
The “Tiny Astrid” is available for anyone to book and bookings will be open from November onwards.
Porsche: Driving with a difference
When you make some of the best driver’s cars in the world, it makes sense to put people behind the wheel.
Porsche hosts sensational events for customers – and folks who aspire to own their cars in the future – allowing them to hone driving skills and experience what sports cars are capable of.
The brand even allows owners to get behind the wheel of race cars by progressing through various levels of driver training, all the way up to its Carrera Cup competition series.
Ferrari:Grand Prix and beyond
Racing is core to Ferrari’s identity. From the staggering ‘Casa Ferrari’ hospitality at the Australian Grand Prix to its emerging Ferrari Challenge racing series and upcoming tilt at the Bathurst 12 Hour, the brand has motorsport in its veins – and customers are invited along for the ride.
– with David McCowen
Originally published as How luxury car brands compete
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