The New York Times recently published an interesting article about how the super rich shop for cars and why they, more than any other group, are concerned with their interiors.
If your auto upholstery shop caters (or hopes to cater) to wealthy customers, check it out — as it provides loads of insight that can be applied to the branding and marketing of your business.
Below is an excerpt from the article:
These days, just owning a Rolls-Royce or a Bentley is not enough. Now, buyers are looking for even more exclusivity, and automakers are more than happy to serve them, offering custom-tailored cars and limited-production “special edition” sedans — especially to lucrative overseas markets — as owners try to distinguish themselves among the 1 percent. […]
“Our customers expect personalized luxury in every element of their life,” said Eric Shepherd, president of Rolls-Royce’s North American operations. “They expect that uniqueness and individuality. So we’re giving them the ability to have something that is theirs alone.” […]
Rolls-Royce is hardly alone in pushing the limits of exclusivity. Other ultraluxury automakers are vying for top customers…finding ways to differentiate themselves and their vehicles in ways that give wealthy owners an experience that a Rockefeller or a Rothschild would have approved of.
Karl Brauer, an analyst with Kelley Blue Book, said the economy had experienced something of a “two-pronged recovery,” with those at the top doing quite well while middle-income earners continue to struggle.
That has led to ultraluxury cars surging in popularity among well-to-do buyers.
“There are always plenty of wealthy people to go around,” Mr. Brauer said, adding, “What makes you feel special is special treatment, and access. If you can possess something others in your social circle can’t have, then that’s what stands out.”
The article ends with an intriguing quote from Shepard: “They don’t look at us as transportation. They look at us as an extension of their lifestyle.”
When you take this into consideration, it’s easy to understand why rich folks are so willing to spend thousands of dollars for superfluous upgrades, like Alcantara trimmed air vents and rearview mirrors, or even an entire exterior wrapped in leather.
Sure, the wealthy appreciate quality craftsmanship. But what really matters to them is exclusivity. Make them feel as if they’re buying something no one else has, and you can pretty much charge what you want. At least that’s what the automakers are doing.
To read the full article, see “When an Off-the-Rack Rolls-Royce Just Won’t Do.”
What do you think? Is there something to this idea that wealthy people just want to feel special? Has your auto upholstery shop ever received an odd or superfluous request from a wealthy customer? Tell us about it in the comments section below.
Amazes me the stuff people with $$$ will spend it on. I once covered a guys car door nobs in alcantara cuz thats what he wanted. I would trim his windshield too for the right price. lolol
WHAT?!? Too funny…
I think, that every work, what isn’t repairing somethink, is way to extravagantní/wasteful/probíhal/luxury live style. This peoples are our clients, let’s více them everything they want! Why not? Peoples love individualism. The client’s willingness to go to extremes is directly dependent’s living standards and the need to differentiate themselves 🙂
Good point Jan. People like to stand out, come with something high quality and unique. Our job is to provide them with that.
But then, customer’s expect that unique creativity and for the upholstery guy to hit it outa the park every time! Did it once? Now do it again. Only differently!
That’s why I appreciate this forum!
The ideas, tips, tricks, techniques, & individual styles are inspirational! Keeps me from getting stale & repetitive. Especially when I try really hard to never repeat the same design or theme!
Or for the times when a customer gives me a bare shell, & his only parameters are the colors & the description of the style he wants as ‘Modern, but traditional’, along with a hearty laugh as he leaves! (‘Modern, but traditional’? Really? What DOES that mean?) Stuff like that keeps me up @ night!
Lot of the owner’s of vehicles I work on, know each other, or end up parked side by side @ rod runs & cruises. Just wouldn’t be very cool for them to see a similar style 3X or more @ the same show.
Yea! I’ve stolen some of you guy’s ideas! Thanking you now! Lol!
You’re right on the money Sewlow! I also enjoy looking at other people’s work. I learn so much, and get so much inspiration by doing that. It’s the challenge of trying to match or outdo each other that keeps things fresh 🙂
There are more than a few upholstery shops around here, & some of my customers have referred to them as my competition. They’re not. They’re my peers. My only competition is with myself, by trying to outdo the last job!