In a word, all luxury goods are packaged scams.
Many people who understand the car will use the so-called data and architecture to analyze why Porsche will sell for 1 million, analyze what the technical logic behind the 2 million Mercedes-Benz G is, and analyze why the 3 Series is better than the A4L.
Yes, technology is high and low, but this is by no means the root of the price difference of several million, so luxury cars are just profitable tools packaged by enterprises, nothing more.
You tell people about the tourbillon, the moon phase, the perpetual calendar, once millions of watches are not hyped, the price collapse is very fast, how about millions of Patek Philippe? Is it worth it if no one pays the bill?
Top luxury products and luxury goods do have technology, but more is the marketing is done well, and some people are willing to pay for it.
Each brand has the ability of each brand to package itself and fool others, such as Mercedes-Benz, which is packaged out of the label of "richer than Audi and BMW car owners", I have seen a large number of Mercedes-Benz owners, with their heads raised, a look I bought E-class because I bought A6L There is still a lot of money left, buying E-class just right.
For example, the owner of the 5 Series, I don't buy the A6L because it is too old-fashioned and the handling is not as good as my feeling.
Everyone is immersed in the joy of buying a car and lives in their own packaged world, so there will be a lot of "big V who understands cars" tapping on the keyboard on the Internet to divide the winners and losers.
For example, the Lexus brand has always been considered by many people not to be a luxury brand.
Your 2.0L engine, your front-drive horizontal platform, your TNGA architecture can't build a premium car, these are all technical remarks that kick Lexus out of the luxury circle.
But does it matter? It doesn't matter, because in the past April, Lexus sold more than the very technical 3 Series, and easily broke the unit price of 350,000, which turned many BBA models into slag.
There are many measurement points and needs for buying a car, most of the people who love to play keyboards are young people, young people play mobile phones and computers, living in the ecosystem of "I am more advanced than others" created by the BBA, but most of the people who buy Lexus are mature and stable, and they can accompany their families to accompany their families, and there is no kung fu online to spray with people and talk about theory.
Therefore, the Lexus ES, which can't sell any car online, has crushed a ticket of god cars in terms of sales.
For example, the Cadillac CT5, which sells more than 3,000 units in a single month, and the less it sells cheaply, it is directly bombarded by Lexus ES into slag.
The reason why Lexus sells well is because the product positioning is very mature.
It is facing a group of consumers who have a demand for comfort, quietness and retention rate, and this part of the consumer wants not a rear-drive platform at all, which will occupy the children's activity space in the rear, and it will not be a sharp acceleration, so that the over-squeezed engine will increase instability.
The reason why some people think that Lexus is not a luxury car is because in their cognitive world, their cognition of luxury cars is only speed, only platform, what threshold can the platform reach to enter the luxury list, and how fast can it be to talk about luxury.
But that's never the way luxury is defined.
There is only one criterion for defining luxury, that is, whether the consumers who drive them are really financially strong, and whether the demand for buying them is to enhance the taste of life, and the purpose of buying a car is not to improve.
It is so simple that it is the user and the consumption behavior that determine whether it is advanced or not, not the product itself that determines whether it is advanced or not.
After all, the real referee is the consumer, the market, not a certain technical standard, a certain enterprise itself.