QOTD: Does Luxury Matter Anymore?

Gather round, gather round.

You probably know of a friend who’s just tickled pink over their recent vehicle purchase, someone who likely spends too much time describing in awed tones just how nifty, neat-o and awesome their luxury crossover’s standard equipment is. It does this, and this, and they’ll never accidentally back over a neighbor’s kid again, or spend all day shoulder checking before a lane change.

Meanwhile, you’re gently nodding, wondering where squirrels sleep or how birds turn in unison, because you’ve got the same tech in your midsize domestic car. You could have dropped even less cash on a compact with the same convenience and safety aids.

Technology once reserved for high-end models has trickled down into plebeian rides, making it commonplace, affordable, and thus mundane. So, does “luxury” really matter anymore?

Gone are the days when the latest in stereo technology (with tape deck!) and front-wheel anti-lock brakes were only found in Baroque personal luxury barges stuffed with velour, topped with vinyl, and cushioned by 15-inch whitewalls.

A quick spin in a modern-day Ford Fusion, Hyundai Sonata or Chevrolet Malibu would have that wide-lapelled owner thinking man had populated the moon and continued on to Mars. Take away the time machine, and any potential Mercedes-Benz CLA buyer could find the equipment they’re looking for in almost any compact car, while paying far less. Why is the luxury field, and all of its “premium” offerings, still a viable segment?

This really begs the question, “What is luxury?”

I’ll bite and offer up my opinion that luxury goes beyond content. It’s more than technology (though some of the real gee-whiz gizmos can only be found on the highest automotive shelf). It’s a matter of panache, it should be a matter of quality (money, of course, doesn’t always buy sturdiness), and status.

There’s room for luxury automakers in this world, but only if they don’t phone it in. The roundel badge or tri-star needs to mean something beyond decades of heritage and hard-won consumer trust. A luxury vehicle needs to make the owner feel special, all the time, and not let down after riding in a friend’s sedan that cost $40,000 less.

People can blow their dough on whatever they please, but I’m of the mind that extra money should warrant something extra special. More silence, more comfort, more attention to quality, to materials, to the little things that could be overlooked. Luxury needs to be felt, because it’s no longer a checklist of the latest gadgets.