Makers of luxury cars rely on consumer's obsession with brands. These companies (BMW and Ferrari are just two examples) boast their cars being equipped with features unmatched by any other car. Upholding a strong brand image is instrumental in the sales of these cars. If the consumer didn't think they were getting an insurmountable more luxury and features from a Lexus, why would they pay $30,000 more for it? Americans want to do everything they can to give off the image that their successful and weathy because money has overtaken everything. Many people choose to portray this image through their car. Even young people with low paying jobs put thousands of dollars in to their vehicles to try and achieve the image of success and wealth. More people will see your car than your house, so why not splurge and feel important?
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