Fantasy car shopping may be taking over Main Street as Wall Street continues to drive the car market into a funk.
September was brutal for the luxury car market, but AutoTrader.com reported that their highest traffic searches were for fantasy niche cars like the Dodge Challenger and Chevrolet Corvette. Even the Jeep Wrangler ranked highly in searches, but couldn’t come close to matching the Dodge Challenger for interest.
Implications - As the recession comes to an end, customers are looking for more ways to inject some much needed luxury into their lives. Products that offer an element of prestige are appealing to consumers who want to feel special. Focusing on this desire for an elite status could help a company draw in a greater number of shoppers.