In today’s marketing led world, “image” is all. People use non-verbal cues to show their achievements and status, hence the need for bigger, fancier houses in expensive locales; expensive watches and jewelry; designer clothes and shoes; yachts and personal jets; and rare, high performance, costly cars from prestigious brands.
Houses, watches, jewelry, clothing, shoes, yachts and jets are not the focus of this blog, so let’s talk cars.
Visuals are an important part in men’s choices, especially emotional choices like exotic cars. Practical factors like purchase price, depreciation, maintenance, quietness, practicality etc may take a back seat to arresting looks, rarity, engine sound, and glamour of a brand like Lamborghini or Ferrari or McLaren. Nothing shouts “You have arrived!” louder than stepping out of a Rolls Royce or Bentley.
In many parts of the world, a Mercedes-Benz is a bona-fide status symbol, as they are used by heads of states and oligarchs. Yet the brand is also very popular as taxis due to thorough engineering and toughness.
“Desirability” is a combination of factors such as rarity, racing success, prowess, technical aspects, brand image, and more. A child or adolescent might have fallen in love with a brand, or a particular car, and would like to acquire it when his personal fortunes allow him to indulge. For someone else, a car he used to go to school in could be desirable; another person may fancy only the latest product from his favorite manufacturer.
Rare old cars can also become status symbols. A classic Bugatti, an original McLaren F1, a Lamborghini Miura or Countach, one of only 39 Ferrari 250GTOs.
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