Luxury cars in the United States are no longer measured solely by annual sales figures or new model launches. It has become a sophisticated, resilient market, deeply connected to the evolution of premium consumption.

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According to a recent report by the Boston Consulting Group (BCG) in collaboration with the duPont Registry Group, this sector will grow from its current estimated value of around $110 billion to between $180 billion and $215 billion by 2035.

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Beyond the projected growth, the study points to a structural change: high-end vehicles have ceased to be mere consumer goods and have transformed into aspirational, emotional, and, in many cases, financial assets.

The purchase decision is no longer based solely on technical specifications or brand prestige, but on the complete experience surrounding the product.

Sustained Growth Driven by High-Net-Worth Buyers

The report indicates that The US market for vehicles priced at or above $100,000 will grow at a compound annual growth rate of between 5% and 7% over the next ten years. This pace surpasses that of other segments of the automotive industry and is explained by several structural factors.

Among these, the accumulation of wealth in high-income households stands out, as well as the enduring nature of luxury cars. Unlike mass-market vehicles, these models maintain their appeal for decades and often change hands without losing perceived value, especially when they belong to brands with a strong historical heritage.

Iconic models from manufacturers like Porsche or Ferrari serve as "anchor" benchmarks for the segment. A 20-year-old vehicle can still be highly desirable, not only for its design or performance, but for its symbolic value and exclusivity.

The rise of the premium used car market

One of the most relevant findings of the study is the accelerated growth of the luxury used car market. According to the analysis, this segment will grow up to 1.5 times faster than the new vehicle segment in the coming years. The sustained increase in new model prices, along with higher interest rates and greater availability of certified pre-owned inventory, has led many buyers to reconsider the used market. Certified Pre-Owned (CPO) programs and specialized digital platforms are extending the commercial life of high-end vehicles, transforming them into reusable assets within an increasingly professionalized ecosystem. For many customers, acquiring a luxury car with only a few years of use represents a way to access high-end models for thousands of dollars less than in the new vehicle channel, without sacrificing warranties or brand support. A new generation redefines luxury buying. The report, based on interviews with key industry players and surveys of more than 400 buyers and collectors, confirms a profound generational shift. Although interest in luxury cars remains strong across all age groups, millennials and members of Generation Z exhibit distinctly different behaviors. These younger buyers show less loyalty to a single brand and a greater willingness to compare options, prices, and experiences before making a decision. For them, a luxury car can be an investment, a personal reward, or an extension of their identity, rather than simply a means of transportation. In contrast, older buyers tend to prioritize technological innovation, early access to new models, and a direct relationship with the brand. Digitalization and speed in the purchase decision: Digitalization is another pillar of future growth. Nearly 80% of luxury car buyers browse online platforms at least once a week, even without an immediate intention to buy. This constant contact with the product fuels desire and shortens decision-making cycles.

Once the decision is made, the process is surprisingly fast: around 70% of buyers complete the purchase in less than a month. This behavior compels brands to offer high-level digital experiences, with visual content, advanced configurators, and personalized advice.

Experiences as a new differentiating factor

Beyond the vehicle itself, associated experiences have become a key element of customer loyalty. Track events, driving programs, Factory tours and exclusive launches continue to drive customer satisfaction, but are now complemented by lifestyle offerings. Wine tastings, gastronomic experiences, fashion, and premium hospitality are part of an ecosystem where the car acts as a gateway to an exclusive world. Brands like Ferrari, Lamborghini, and Aston Martin are already developing private meetings and personalized experiences to strengthen the emotional connection with their customers.This trend opens strategic opportunities for partnerships with hotels, luxury brands, and specialized retailers, expanding the reach of the business beyond the traditional dealership. Electrification: Gradual Advance in Extreme Luxury. Although electric vehicles are gaining prominence in the industry, their adoption in the luxury segment is progressing cautiously. Only about 10% of those surveyed say they currently own a luxury electric vehicle, although interest is higher among millennials and Gen Z. In the ultra-luxury and hyper-luxury segments, combustion engines will continue to dominate until at least 2035. Purchase decisions in these categories are highly emotional, and product cycles tend to be longer, slowing the overall transition to electrification. The study concludes that manufacturers must abandon traditional approaches and focus on building emotional loyalty, high-quality digital content, and memorable experiences. Brands that understand this evolution will be better positioned to capitalize on a market that, by all indications, will exceed $200 billion in the next decade. Combustion engines will continue to dominate until at least 2035. Purchasing decisions in these categories are highly emotional, and product cycles tend to be longer, slowing the overall transition to electrification. The study concludes that manufacturers must abandon traditional approaches and focus on building emotional loyalty, high-quality digital content, and memorable experiences. Brands that understand this evolution will be better positioned to capitalize on a market that, by all indications, will exceed $200 billion in the next decade. Combustion engines will continue to dominate until at least 2035. Purchasing decisions in these categories are highly emotional, and product cycles tend to be longer, slowing the overall transition to electrification. The study concludes that manufacturers must abandon traditional approaches and focus on building emotional loyalty, high-quality digital content, and memorable experiences. Brands that understand this evolution will be better positioned to capitalize on a market that, by all indications, will exceed $200 billion in the next decade.The study concludes that manufacturers must abandon traditional approaches and focus on building emotional loyalty, high-quality digital content, and memorable experiences. Brands that understand this evolution will be better positioned to capitalize on a market that, by all indications, will exceed $200 billion in the next decade. Combustion engines will continue to dominate until at least 2035. Purchasing decisions in these categories are highly emotional, and product cycles tend to be longer, slowing the overall transition to electrification. The study concludes that manufacturers must abandon traditional approaches and focus on building emotional loyalty, high-quality digital content, and memorable experiences. Brands that understand this evolution will be better positioned to capitalize on a market that, by all indications, will exceed $200 billion in the next decade. Combustion engines will continue to dominate until at least 2035. Purchasing decisions in these categories are highly emotional, and product cycles tend to be longer, slowing the overall transition to electrification. The study concludes that manufacturers must abandon traditional approaches and focus on building emotional loyalty, high-quality digital content, and memorable experiences. Brands that understand this evolution will be better positioned to capitalize on a market that, by all indications, will exceed $200 billion in the next decade.The study concludes that manufacturers must abandon traditional approaches and focus on building emotional loyalty, high-quality digital content, and memorable experiences. Brands that understand this evolution will be better positioned to capitalize on a market that, by all indications, will exceed $200 billion in the next decade. Combustion engines will continue to dominate until at least 2035. Purchasing decisions in these categories are highly emotional, and product cycles tend to be longer, slowing the overall transition to electrification. The study concludes that manufacturers must abandon traditional approaches and focus on building emotional loyalty, high-quality digital content, and memorable experiences. Brands that understand this evolution will be better positioned to capitalize on a market that, by all indications, will exceed $200 billion in the next decade. Combustion engines will continue to dominate until at least 2035. Purchasing decisions in these categories are highly emotional, and product cycles tend to be longer, slowing the overall transition to electrification. The study concludes that manufacturers must abandon traditional approaches and focus on building emotional loyalty, high-quality digital content, and memorable experiences. Brands that understand this evolution will be better positioned to capitalize on a market that, by all indications, will exceed $200 billion in the next decade.

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