There is a new development going on in the world of expensive sports cars. The luxury car brands observe the emergence of a new generation of car enthusiasts who owes its existence to the so-called Instagram effect ‘.
The phenomenon concerns young proles to post pictures of their flashy cars on Instagram. At the same time car manufacturers have also discovered the social photosite. So that opened a door for a new and efficient marketing strategy, even as a lot of other brands are doing. As a result of this two-way traffic has sprung a new affluent target group of young people with a penchant for over-the-top cars with flashy features.
Gerry Spahn, representative for Rolls-Royce, agrees that Instagram, the world of the luxury sports cars affected drastically “We attract a new type of customer. We see changes in our consumer profile, of people in the 60 to people aged around 40 years, “says Spahn. “They want something new from us, daring interiors and vivid colors.”
“Among our young customers is a feeling of ‘I want it, and I want it now” It is a concept of “We know the Bentley name – just give us more.”.
Also Gorden Wagener, chief designer of Daimler AG, talks about the rise of the nouveaux riches, “There is currently a lot of wealth. And people are looking for ways to put their money down. “And the purchase of luxury cars is one of those options.
“It is not Frank Sinatra in a beautiful Cadillac in ’65 – they are the guests of the new money. These are the athletes. The guests from the entertainment business, the wolves of Wall Street, and the tech startup people suddenly having a worth of $ 300 million dollar. In one fell swoop they have a lot of money, and they want to spend, ‘says auto blogger Eric Lawrence.
It’s what Lawrence called the hot Instagram effect. Where owning an expensive sports car represents little if you can not flaunt it on Instagram and other social media. “You have to put it on Instagram or tweeting. Look at me. Here is a selfie of me in my garage with my two new Lamborghinis. “