SOURCE: Luxury Institute

September 09, 2008 11:00 ET

Luxury Institute European Survey -- Wealthy European Consumers Rate the Most Prestigious Auto Brands: Porsche, Mercedes-Benz, and Jaguar

PARIS--(Marketwire - September 9, 2008) - Wealthy European consumers rated Porsche the most prestigious European luxury automobile brand in the 2009 Luxury Brand Status Index (LBSI) survey from the independent Luxury Institute ( The survey was conducted in France, the U.K., Germany and Italy, as a proxy for Europe. Mercedes-Benz and Jaguar ranked second and third, respectively.

"Porsche is the top-rated luxury auto brand in the U.S. in 2008 and is now the top-rated European luxury brand. Although the luxury auto market is healthier than the U.S., it looks headed to challenging times," said Milton Pedraza, CEO of the Luxury Institute. "Now is exactly the time for luxury European brands to not only reshape their product portfolio, but to reshape the customer experience. Our impartial surveys, which are based strictly on the voice of the wealthy consumer and conducted with independent panels and analysts, help luxury executives enhance the customer experience directly from the voice of the customer and prospect.

Following are the 20 European luxury automobile brands rated by wealthy consumers (alphabetical order):

Alfa Romeo
Land Rover

The proprietary Luxury Brand Status Index (LBSI) survey is the only measure of the prestige of leading brands among wealthy Europeans. A European sample of 1,504 wealthy consumers from the United Kingdom, Germany, France, and Italy, were surveyed in-depth online about their opinions.

In each country, 188 men and 188 women were surveyed, for a country sample of 376. Respondents were recruited and screened to only include those age 21 or older with a minimum gross annual income of EUR 60,000 or £70,000.

The LBSI asks respondents to rate the brands along four main "pillars" of brand stature:

--  Consistently superior quality
--  Uniqueness and exclusivity
--  Social status as a product consumed by people who are admired and
--  Self enhancement, in that the brand makes the consumer "feel special"
    across all aspects of the customer experience

In addition, the survey also measures three key "outcome" metrics, which are compared to the category LBSI:

--  Worthiness of a significant price premium
--  Willingness to recommend the brand to people they care about and why,
    or why not
--  Brand preference as the brand most likely to be considered the next
    time a purchase is made

About the Luxury Institute

The Luxury Institute is the uniquely independent and impartial ratings, reviews and research institution that is the trusted and respected voice of the high net-worth consumer. The Institute provides a portfolio of proprietary publications and research that guides and educates high net-worth individuals and the companies that cater to them on leading edge trends, high net-worth consumer rankings and ratings of luxury brands, and best practices. The Luxury Institute also operates the Luxury Board (, the world's first global, membership-based online community for luxury goods and services executives, professionals and entrepreneurs. To reach the Luxury Institute, please call 646-792-2669 or go to

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