Auto-prestige

Is it possible to unambiguously define the concept of "prestigious car"? What is it and what functions should it have? Does prestigious always mean "luxurious" and "expensive"? We will try to answer these questions.

Is it possible to unambiguously define the concept of a prestigious car? What is it and what functions should it have? Does prestige always mean luxury and high cost? We will try to answer these questions. Prestige is presented as a phenomenon that requires at least two people, and the assumption that one makes a claim to prestige and the other satisfies those claims. Following this path, it is easier to understand why a car is perceived as prestigious in one group and not in another.

The example of the Volkswagen Phaeton proves how sometimes the company's expectations do not match the recipients' reactions. Very good, because the manufacturer's car was supposed to be a luxurious and prestigious limousine, the competitors of which were seen by such big brands as the BMW 7-series and the Mercedes S-class. Phaeton has become "just" a luxury limousine. Sales never reached the expected level and did not even come close to the aforementioned competitors, because the market "did not accept the prestige" in the case of this particular model. Why? Maybe the reason is in the badge on the hood and the Volkswagen brand itself, i.e. people's car in a free translation? If popular, then too popular and not too elitist, and therefore has little to do with prestige. But that would be too easy. The concern from Wolfsburg produces and, importantly, successfully sells the Tuareg. Not only a luxury SUV, but also perceived as a prestige car, so it's not just about the brand. 

  The phaeton, like a classic limousine, is aimed at customers who are very conservative by nature, who, by virtue of their position, age and social status, are somewhat doomed to a car and a brand with an established reputation, with which prestige is automatically associated with. When talking about the Volkswagen Phaeton, memory first brings us images of the Polo and Golf, and later comes the luxury sedan. This, as you can see, is hard for potential clients to accept. However, in the case of the Tuareg, we are dealing with a completely different recipient. Not as orthodox and more open to the news. A customer who is willing to pay a high price not for a badge on the hood, but for utility that meets and often exceeds expectations.

The technological twin of the Tuareg, the Porsche Cayenne, confirms this thesis. It sells well, but when it debuted, many predicted it would run out soon. It bore the logo of a company associated with exclusively sporty and undeniably prestigious cars, among which, as it seemed, there was no place for a powerful SUV. Moreover, his presence was to have a negative impact on the image of the company from Zuffenhausen. Time has shown the opposite. Cayenne was to the taste of people who did not care about the current canons.

So what are the conclusions? First, whether a car is perceived as prestigious is closely related to the brand. Secondly, it largely depends on which group of people evaluates it. Of course, the determination of the manufacturer is not without significance, and perhaps the next Phaeton will have an easier time. In the 70s, Audi was positioned below Opel, and today it stands next to Mercedes and BMW in the same breath. In addition, the Bavarian concern has not always been associated with top-end cars, and, going beyond our western neighbors, it is hard to believe that Jaguar once sold cheap cars, Ferruccio Lamborghini produced tractors, and Lexus is a brand with a twenty-year history. Since these companies have been successful in the marketplace and their cars are widely recognized as prestigious, there must be a common denominator between them.  

Of course, the consistent marketing message of the company, built over the years, and the aforementioned determination in an effort to offer the buyer a product that meets his expectations according to the specified criteria above the standard is important. Which? It largely depends on what circles the car is aimed at. Clearly defining the characteristics that a car perceived as prestigious cannot do without seems like a dizzying task. Since its founding, the English company Morgan has been building cars with bodies based on a wooden frame. It is difficult to describe it with technological progress and it is equally difficult for the Morgans to deny prestige, although with the latest Ferraris they are museum pieces. Design and style? Extremely subjective topics. The fact that the Rolls Royce looks like a cathedral next to a yacht next to a Maserati doesn't detract from either. Maybe driving comfort and luxury equipment? It's also risky. 

The pampering of driver and passengers aboard the Maybach is light years away from the level offered by Lamborghini. So any attempt to find this common "something" can be refuted. There is only one thing left - the price. Accordingly, the price is high. Prestige cannot be cheap and widely available, although this availability again becomes relative. The ceiling for some is the floor for others, and even the Mercedes S from the Bentley showroom does not seem quite prestigious. On the other hand, given the cost of buying a Bugatti, every Bentley is a bargain.

Forbes magazine has published a list of the 10 most expensive cars in the world. Koenigsegg Trevita opens the ranking for more than 2 million dollars (PLN 6). If we take the price of a car as an indicator of its prestige, then the Swedish Koenigsegg will be the most prestigious car brand, because there are three models of this manufacturer in the above list. However, this would be a risky verdict, if only because, for example, even children know Ferrari all over the world, Koenigsegg's recognition is still not the best, not to mention the last Forbes list - SSC Ultimate Aero. And recognition is important in the context of prestige. Referring to Mills' definition, prestige will be the greater, the larger the group of people who are able to accept (dignify) prestige claims. Therefore, if someone does not know the brand, it is difficult for him to consider it prestigious.   

The prestige of a car depends on many factors. It is difficult to measure and not easy to verify, and it is often very subjective. So maybe just ask the most interested and experienced in the subject? The American Luxury Institute, which studies the prestige of leading brands among wealthy people (for example, in America, 1505 people with an average income of $278 and assets of $2.5 million), asked respondents the question: Which car brands provide the best combination of quality, exclusivity and prestige? The results are not surprising. In the US they are listed in order: Porsche, Mercedes, Lexus. In Japan: Mercedes swapped places with Porsche and Jaguar replaced Lexus in Europe. 

The most expensive cars in the world 

Model	Price (PLN)
1. Koenigsegg Trevita	7 514 000
2. Bugatti Veyron 16.4 Grand Sport	6 800 000
3. Roadster Pagani Zonda Cinque	6 120 000
4. Roadster Lamborghini Reventón	5 304 000
5. Lamborghini Reventon	4 828 000
6. Maybach Landole	4 760 000
7. Kenigsegg CCXR	4 420 000
8. Kenigsgg CCX	3 740 000
9. LeBlanc Mirabeau	2 601 000
10. SSC Ultimate Aero	2 516 000

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