Maslow’s Rolls

A Definition of Luxury:

Luxury refers to ‘a state of great comfort, ease, and wealth, often involving the enjoyment of expensive and non-essential items or services that provide pleasure and satisfaction beyond basic necessities.’

Based on that definition and coupled with a bit of research, the following list, in order of relevance, has been produced:

1   Rolls-Royce
2   Bentley
3   Ferrari
4   Lamborghini
5   Bugatti
6   Aston Martin
7   Mercedes-Benz
8   BMW
9   Porsche
10 Audi

The prestigious motoring brands explain Luxury slightly differently.

They feel their cars ‘Evoke powerful emotions and desire through their superior image; they sell a luxurious lifestyle as much as a physical product.’

The motivation for buying an expensive motor car, whether new or classic, will vary.

The classic buyer will cite historical significance, nostalgia, exclusivity, rarity and investment.

The new buyer will refer to technology, performance, innovation and prestige.

Are the reasons proffered correct?

Something hidden in Maslow’s Hierarchy of Needs explains the requirement to spend such eye-watering sums.

Maslow was a clinical psychologist who created a theory that identified five basic human needs, from low-level (biogenic) needs to higher-level (psychogenic) needs.

He references Esteem Needs and Aesthetic Needs, which are not Needs of Necessity.

Therefore, whatever need we feel we need to satisfy, our motivation will be pushed towards fulfilling that need.

Maslow suggests Luxury is immeasurable and thrives on unique, personal experiences tied to items or activities that are essentially non-essential.

That said Maslow’s theory has faced criticism for being culturally biased towards Western individualism.

Which, I kinda’ understand

Your comments and views are most welcome.