How Luxury Car Owners in Russia Perceive Luxury After the Pandemic


“It is also a luxury, when you like a child are sitting under the Christmas tree and waiting for a gift from Santa Claus. We are all children, only big ones” (male, 52 years old, Rolls-Royce Wraith)

In early 2021, ResearchView commissioned by one of the leading automakers, conducted a benchmark study that examined the perceptions of luxury car buyers (Rolls-Royce, Bentley, Ferrari, Lamborghini and others) about luxury in all its forms.

In-depth interview questions related to life values and lifestyle:

- What is "luxury" and how does it differ from "premium"?

- What do the owners of luxury cars enjoy spending their money on?

- What brands and products are the embodiment of luxury for them and why?

- How do cars and luxury compare? What should be a car to be classified as a luxury, and not just be a means of transportation?

- How does luxury feel in the digital world? Is it possible to buy luxury goods online?

Author: Lev Astafiev, CEO in ResearchView

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