With almost every type of car these days being offered with premium packages such as chrome rims, entertainment and sound packages, not to mention stuff like sunroofs etc, the question arises what exactly is luxury and is there a case to be made against it?
Take for instance the average infotainment system on a $20-30k vehicle. You can be looking at anywhere from $1,000 to $3,000 depending on make and model. Is that necessary? Many luxury car manufacturers such as European, American and Asian know that people will be willing to pay for the extra bells and whistles added onto a vehicle. That is why a Camry or Taurus may look very appealing with a starting MSRP of $19-21k but once the features start rolling in, it begins to move closer to the range of an entry level Cadillac CTS or Lexus ES.
But that is not the only thing. You also have to deal with the notion of brand. If you’re an automotive fan, you’re probably well aware that the Camry and Lexus ES share the identical engine, transmission etc. with the exception of a few extras that make it well a Lexus. The first ever Cadillac (which was an answer to the Navigator), was nothing more than a Tahoe with a Caddie badge slapped onto the grill. The same case can be made against the F150 and the ill-fated Lincoln Blackwood.
I am not saying that luxury means the vehicle has to be radically different than its cousins. However, when a vehicle is sharing 80-90% of the parts with an “inferior” vehicle, it doesn’t seem much of a bargain that a 2010 Camry has an MSRP of $20,445 while the ES has an MSRP of $31,000.
This goes back to the original philosophy of luxury. What makes a vehicle luxury versus ordinary is it just the name or is it components as well? People will always buy certain vehicles based on a name, but unless that vehicle is radically different, it might not be a good idea to pay the $10-20k premium price tag on the vehicle.
In the end, it will be personal preference of course; however common sense should apply even when buying something out of want and not need. According to the definition of luxury, it is “something that is an indulgence rather than a necessity.” That is something to ponder.
