There's a lot to be happy about working in the luxury industry in Australia right now. It certainly has been sprinkled with gold dust. International luxury fashion, accessory and fine jewellery brands are continuing to expand their retail presence in Australia and New Zealand as retail sales continue to grow. And if the figures just released by the Federal Chamber of Automotive Industries are anything to go by while the overall car market was down 10 per cent in July, sales of luxury cars contradicted the negative trend.
According to an SMH.com article European luxury cars such as "Audi, Lexus, BMW, Porsche, Volvo and Ferrari all recorded better sales than they did last July, when the downturn was first beginning to bite."
What we at the MO Down are gasping about is that BMW doubled sales of its top cat 7-Series sedan, which will set you back somewhere between $200K - $300K, and if you're more of a Porsche cat, well the 911 supercars with a price range between $200K - $450K were twice as popular.
They are quite impressive results which tend to reinforce the brand status of these cars and the preference consumers have to purchase on brand strength, history and quality. It is interesting to see Lexus cuts the mix as the relative new comer (relative to its European buddies) to the luxury car stable. Brand status, brand awareness, brand quality equal brand loyalty, even in trying times.