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    What The Rich Want When Purchasing A Luxury Vehicle, According To Data

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    By Forbes Research,Forbes Staff

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    What The Rich Want When Purchasing A Luxury Vehicle, According To Data

    The wealthy have not lost their affection for luxury vehicles. In fact, high-net-worth individuals (HNWIs) buying luxury cars this year plan to spend an average of $209,000 on them. That’s an increase of more than $83,000 from 2024.

    The Forbes Research 2025 High Net Worth Survey revealed the criteria the wealthy are looking for when buying luxury vehicles, from technology to interiors.

    This anticipated rise in spending was captured in the Forbes Research 2025 High Net Worth Survey, which polled 250 global HNWIs with more than $2 million in investable assets between April and May.

    Explore below other trends from the data, including the power of brand prestige and the tech the wealthy want inside their high-end vehicles.

    Luxury Car Must-Haves Include Advanced Tech, Sustainability And Brand Prestige

    Advanced technology continues to be a key criterion when the wealthy purchase a luxury vehicle. The majority of HNWIs (87%, up from 79% last year) agree they are more likely to purchase a luxury vehicle if it offers advanced driver-assistance systems or autonomous driving capabilities.

    The wealthy are also swayed by environmentally friendly features, with 60% agreeing that the availability of hybrid or electric engines will significantly influence their decision to buy a luxury car.

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    Brand prestige, meanwhile, is still important to the rich. Seventy-six percent of HNWIs continue to prioritize brand prestige over other decision-making factors, such as technological innovation. This is a sharp increase from 49% who said the same in 2024.

    The wealthy are also leaning toward tried and true interiors. According to the survey, the percentage of HNWIs who prefer traditional craftsmanship and materials (such as hand-stitched leather and wood trim) over modern, minimalist design is up from 54% last year to 62%.

    Buying Behavior Changes Along Gender Lines And Across Borders

    The notion that financial success should be celebrated with a luxury car purchase is diminishing among the wealthy. The percentage of HNWIs overall who prefer to celebrate their success by spending their money on a luxury vehicle has been cut in half, from 56% in 2024 to 28% this year.

    But significant differences emerge when considering gender and geography. Men are more likely than women to buy a luxury automobile to celebrate their success. Likewise, HNWIs in the Asia-Pacific region are more than twice as likely as North Americans to do the same.

    Writer: Jeff Koyen

    Editor: Jessica Militare

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