A year ago, nothing was considered more valuable than toilet paper. So, the news is a little startling: Rolls Royce is reporting record-breaking sales, despite a pandemic that’s thrown many industries into tumult. During this year’s first quarter, sales were up 62 percent over the same time last year. It just goes to show that not even a rampant virus can alter the psychology behind luxury car purchases .

Simply put: as long as there are rich people, they’re going to buy expensive cars. Sales for other brands are up as well, including Mercedes, Jaguar, Land Rover, Bentley, and Lamborghini. The theory is that because they can’t take exotic trips and dine in fancy restaurants, the wealthy have nothing left to spend on but stuff. Such a shame.

What does that mean when it comes time to sell a supercar? Well, it means that you have to understand your target audience. If you can figure out what motivates luxury car buyers , you can appeal to their wants. Because technically, buying a high-end vehicle isn’t a need. They’re not looking at supercars because they need transportation somewhere. The car is the destination. You’ll be appealing to their emotions, not their practicality. Here are some insights into their state of mind:

They Want the Best

Wealthy auto enthusiasts are at the top of their professions, their social circles, their personal development. They want a car that’s on their level. Luxury and exotic cars are the best across the board. They use the best materials and get the best performance. While a new car depreciates even as it’s vrooming off the lot, the pure bliss of driving it is worth it to the wealthy. And when they’re done with it, they know someone will pay for it. Not too many Lamborghinis just get junked.

They Want the Latest Toy

If you think your cell phone becomes quickly outdated, that’s nothing compared to the incessant advancements in automaking. Each new model year, luxury brands need to top themselves by making their cars even more advanced—faster acceleration, more horsepower, cooler amenities. Now that electric cars are in the mix, they’re looking for things like longer battery life. Your preowned car might not be able to compete with something new, but if you’ve customized it with an upgraded sound system or other options, you should play that up in your ad.

They Want to Belong

Like acquiring a mansion or a Rolex, a luxury vehicle is a sign that they’ve arrived. It’s a good old-fashioned status symbol. A supercar says to everyone who sees it, “Do you know who I am?” Buyers want to join the rarefied club that can afford a high-end car, and they want everyone to recognize it. Lately, younger buyers are interested in another kind of club: owners of electric cars who want to announce loud and clear that the earth matters to them. So, if you’re trying to sell a Tesla or a hybrid, you’re right on trend.

They Want Something Unique

Wait—the wealthy want to belong and to stand out? Yep. We never said their motivations were logical. They want peer acceptance at the same time that they want to be acknowledged as someone special. That’s why they want a society-approved, superior brand, as long as their car is different in some way. A custom color, a rare model, upgrades—these are all features you can point to that will convince buyers that your car will set them apart.

They Want a Reward

What do rich people buy themselves when they want to treat themselves? An island, maybe. A legendary car, definitely. They’ve worked hard for their money—or think they have—and deserve a little something for their efforts. They gravitate toward the same elite brands that have established reputations with a strong brand legacy. Your car comes with history behind it. If you can romance your car’s heritage, buyers will be reminded of qualities like success and excellence. As coincidence would have it, that’s exactly what they’re striving for.

They Want Attention

It’s hard not to stare at a supercar as it whizzes by, or where a valet is guarding it. It’s not just about admiring a masterpiece of a machine. Onlookers can’t help but ask themselves, “Whose is that?” A popular TikTok account consists of someone approaching supercar owners to ask, “What do you do for a living?” What they really mean is, “What do I have to do to get a car like that?” You can’t buy yourself movie stardom, but you can feel like a superhero just by driving down the street. Owning an exotic vehicle makes people smile and point. It can inspire them, too.

They Want a Thrill

Luxury cars don’t just look good. They feel good. They have immensely powerful engines that obey you. They can take off like a rocket ship, or give you such a smooth ride that you feel like you’re commuting by cloud. Owning a car might be a necessity, but buying one for a half-million or more is the ultimate indulgence. Whether you want to be pampered and coddled or feel like you’re in the cockpit of a fighter jet, it’s an experience. Your everyday routine might be humdrum, but every time you get into a supercar is a thrill. Buyers are looking for excitement, and a world-class vehicle delivers every time.

What If You’re Selling a Pre-Owned Vehicle?

If you own a supercar, you already know what we’re talking about. But the psychology behind luxury car purchases doesn’t always extend to preowned models. If you have an exceptional car, you can try to sell it to someone who will appreciate it like you. The problem is finding the right person who doesn’t mind the number on the odometer or a ding here and there.

If you want to save yourself the hassle, contact a company that specializes in buying high-end vehicles. Nahas Motorcars only buys the best, and can afford to offer you a fair price while saving you valuable time. Contact us for a quote or to have us come to you and inspect your car. When you’re ready to move on to your next vehicle, don’t get bogged down trying to get rid of your current one. Nahas Motorcars can give it a good home.