Luxury Vehicles Looking to Underscore 'Practicality' reports ISG Motors
Mercedes, McLaren, and Porsche looking to broaden buyer base
The companies are attempting to take the stressing of the practicality of such vehicles more seriously to attain a wider market. Drop off the kids at school, then hit the links or head off to your favorite vacation in style, seems to be the general theme.
While the just-revised Mercedes-Benz SLS AMG gull-winged supercar certainly can wow with a top speed of 197 mph, the companies seem to want to point to items like the quality trunk size. “It is big enough to hold golf clubs,” says AMG product manager Rob Moran.
"This is an everyday supercar you can effectively drive every day," says Moran, as various versions of the SLS, now called the SLS GT with a more powerful engine, skidded around a raceway behind him here in the California desert.
Mercedes is not alone in their attempts to bring in the practical interest in their automobiles. Many production companies are looking to change the attitude potential buyers have with the luxury and exotic vehicles types. They hope to remove the stigma that these cars are merely “garage queens” and only for a show floor.
"Frankly, if you are paying $80,000 or $100,000 for a car, you need some level of practicality to justify it," says Ian Beavis, executive vice president for Nielsen Global Automotive and a former marketing chief for Kia and Mitsubishi.
Porsche, McLaren, and Ferrari are each also attempting to make their vehicles more accessible to the average person with a good chunk of extra cash.
Despite the effort of the marketing spin, practical and these automobiles may be a difficult sell for many. The number one reason being that practicality is still an afterthought, even if it is being promoted earnestly.
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