When you spend over $100K on a car, it better deliver a great deal more than luxurious transportation. In the latest Luxury Brand Status Index survey from the Luxury Institute, Rolls Royce turned the tables on Maybach in 2006 to become the top-rated ultra-luxury automobile. Ultra-high net worth consumers rated Rolls Royce highest in consistently superior quality, uniqueness and exclusivity, and making the buyer feel special across the full customer experience.
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Social status is the only key metric in which Maybach outranked Rolls. There are significant gender differences, however, with women rating some brands much lower than did men. Overall, Rolls Royce was the brand that ultra-wealthy consumers would recommend to people they care about, followed by Bentley.
Brands rated (alphabetical order) are: Aston Martin, Bentley, BMW, Ferrari, Lamborghini, Maserati, Maybach, Mercedes, Porsche, and Rolls Royce. A national sample of 500 wealthy consumers was surveyed online. Respondents must have a minimum gross annual household income of $200,000 and net worth (incl. equity in home) of $5,000,000. Survey results are weighted to match the demographic and net worth profile of the same audience
