Do you want to own a luxury car such as Aston Martin, Bentley, Porsche or Rolls Royce? How will you feel if you have one? You might think that you would be pretty pleased and travel a lot but a research finds out opposite.
According to Ipsos Affluent Europe 2017 research, luxury car brand owners (Aston Martin, Bentley, Ferrari, Lamborghini, Lotus, Maserati, Porsche or Rolls Royce) would be pretty pleased with their lives! But while they are quite content with life in general (85%), work (59%) and travel (73%) is less attractive for them.
On the other hand, the research shows that the biggest petrol heads among Europe’s Affluent get the most fun out of life! Affluent individuals who own 4 or more cars, there are 807,000 according to Ipsos Affluent Europe 2017, not only get more out of life, they love their job and travelling (87%, 77%, 86%).
Baby Boomers potentially best market for environmentally friendly cars
Baby Boomers* are the biggest market for new cars: 2.3 million Affluent Baby Boomers consider purchasing a new car in the next 12 months. There are more of them and they have more money to spend than Millennials***. However, it seems that the automotive industry has done a poor job promoting hybrid / electric cars to the more mature car buyers. Baby Boomers are less likely than Millennials to consider purchasing an electric or hybrid car (53% vs. 64%). However, they are more environmentally aware than their younger counter parts (68% vs 54%) and they more often consider a car being environmentally friendly is key to purchasing compared to Millennials (11% vs. 6%). A great opportunity for a car brand able to clearly articulate the benefits!
* Aged 55-74
** Aged 21-34