Attempting to Understand the Chinese Luxury Aesthetic

Thanks to an interested and better-financed populace, luxury purchases have been on the rise in China for the past decade. Chinese consumers currently drop around $7.6 billion per year on premium goods, accounting for almost a third of the global luxury market. This has resulted in a massive influx of high-end items and brands that want to capture the public’s attention and, more importantly, cash.

This includes automotive brands — all of which are desperate to expand into the Chinese market. But finding the correct approach is tricky. Plenty of fashionable brands attempted to incorporate authentic Chinese elements into their designs, but failed to do so in an elegant or convincing way. There’s a bit of a balancing act required. Market research shows younger consumers like clean designs and a little bit of bling, but don’t want these established brands catering too much to Chinese tastes. Older consumers, however, are willing to enjoy a little bit more ostentatiousness and adherence to tradition.

That’s one reason why you see so many new cars showing up at auto shows painted red. In China, red represents good fortune and crops up on significant items on important dates all the time. Wedding dresses are traditionally red, as are envelopes containing monetary gifts to commemorate the birth of a child or the new year.

However, we have to wonder if some brands aren’t going a little overboard. Mercedes-Maybach, which just released a hideous concept SUV intended to whet Chinese appetites, has followed up that eyebrow-raising effort with “the pinnacle of luxury living.”

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  • IBx1 Took them long enough to make the dashboard look halfway decent in one of their small trucks.
  • Mcs You're right. I'd add to that right now, demand is higher than supply, so basic business rules say to raise the price. The battery tech is rapidly changing too. A battery tech in production today probably won't be what you're using in 2 years. In 4 years, something different. Lithium, cobalt, and nickel. Now cobalt and in some cases nickel isn't needed. New materials like prussian blue might need to be sourced. New sources might mean investing in mines. LMFP batteries from CATL are entering production this year and are a 15% to 20% improvement in density over current LFP closing the density gap with NCA and NCM batteries. So, more cars should be able to use LMFP than were able to use LFP. That will lower costs to automakers, but I doubt they'll pass it on. I think when the order backlogs are gone we'll stop seeing the increases. Especially once Tesla's backlog goes away. They have room to cut prices on the Model Y and once they start accumulating unsold vehicles at the factory lot, that price will come tumbling down.
  • Acd Fifteen hundred bucks for OnStar makes some of the crap Southeast Toyota Distributors and Gulf States Toyota forces their customers to buy seem like a deal.
  • EBFlex Remember when Ford was all self pleasuring about the fake lightning starting under $40k? We all knew it was BS then and that Ford was taking a massive loss just to make that happen. This solidifies that.
  • SCE to AUX Matt, I think you've answered the question well.