Previously, Lincoln China President Jia Mingdi publicly stated that the average age of luxury car users in China is only 35 years old, which is far lower than the 55 years old in Europe and the United States. This group of main consumers, mainly those born in the 1990s, are completely rewriting the definition of luxury. According to relevant reports, the actual starting price of ultra-luxury cars purchased by domestic consumers is relatively evenly distributed between 1 million yuan and 10 million yuan. It can be seen that consumers do not have a clear consensus on the price threshold of ultra-luxury cars.
So why are Chinese people keen on buying luxury cars? "Owned by a few and desired by many" is the most significant feature of luxury goods, which provides consumers with a path to transform cultural capital and symbolic capital into personal reputation and social capital.
For example, the Maybach is usually associated with top business or important events, and has therefore become an influential status symbol. This makes it transcend the category of transportation and become a kind of social "hard currency", which is an intuitive reflection of its social value.
Among the sources of wealth accumulation for ultra-luxury car consumers, "professional salary" (33.2%), "investment and financial management" (27.2%) and "self-made wealth" (16.8%) account for a total of 77.2%, and "wealth inheritance" accounts for 22.8%, and this threshold asset must be more than 10 million.
Judging from the interest level of this group of people in luxury car brands, the top ones are Maybach, Rolls-Royce, Bentley, Ferrari, Lamborghini, etc. Among them, Huawei's Zunjie and BYD's Zhanwang are also on the list.
