Tuesday, April 22, 2014 | Edited by Daniel Moores
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Self-Reward Becomes New Motivation for Luxury Vehicle Buyers

The motivation of luxury-car buyers is changing, concluded a panel of luxury-vehicle executives at the recent NADA/J.D. Power Automotive Forum.

"All the research is showing a very different mindset after the recession," said Michael Bartsch, vice president of Infiniti Americas. "Conspicuous consumption has shifted to self-reward."

This new attitude also appears to be altering the definition of a premium vehicle. Scott Keogh, president of Audi of America, noted that innovations like aluminum bodies, all-wheel drive and four-cylinder engines have gained significant share.

(Source: Automotive News, by Dave Guilford, 04/15/14)

Link to full article: autonews.com

How You Can Make Money:
This new motivational philosophy of "you've earned it" can be a selling point you can highlight when working with your luxury car dealers. Radio reaches 92% of households on a weekly basis that plan to buy/lease a new luxury vehicle (any size) in the next 12 months, based on "Why Radio" research from the RAB.

For the first three months of 2014, Mercedes-Benz led the luxury sales race in the U.S. with 72,614 units old, just ahead of BMW's total of 72,377. Lexus wasn't that far behind in third place, with 65,085 vehicle transactions. For the first quarter of this year, Mercedes' sales were up 5% when compared to 2013, while BMW experienced a gain of 12%, and Lexus sales increased 15%.

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Enter your client and/or station radio spots and campaigns to win from more than $25,000 in eligible prize categories for radio stations, including the $6,000 Radio Station Produced Spot, $6,000 and $3,000 Radio Campaign, $6,000 Integrated Campaign and new, $1,500 Radio Promotion of the Year Showcase Award.

Submit client and/or station promotions into the new Radio Promotion of the Year category. Accepted entry formats include a spot, campaign, program open, live read, innovative unit lengths, remote or live experience, digital campaign (audio and/or visual, dynamic or static), Public Service Announcement or tune-in announcement. Entries can be in English or Spanish.

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