It’s the question every high-end car dealer would like answered: who are the current in-market luxury car buyers? What kind of person is ready to put down money today and wave as they motor off into the distance? There’s no doubt they’re out there. Despite the pandemic, supercar makers are reporting increased—and even record-breaking—sales: Rolls Royce, Lamborghini, Ferrari, Bentley, Bugatti, Aston Martin, and so on. Who are these high rollers? These are your key demographics.

Bored One Percenters

Luxury cars are a sprawling category that can even include entry-level models like Kia’s $64,000 K900. But we’re not talking about Kia. The consumers interested in a McLaren aren’t necessarily the same ones ordering bespoke Bentleys. It’s safe to say that right now, the extremely wealthy are the people snapping up future classics. Analysts theorize that since the one percent couldn’t travel, socialize, or entertain for the past year, they bought toys: pricey, one-of-a-kind, showy vehicles that make people’s jaws drop.

Generational Buyers

There’s no indication that the shopping spree is over. But age and generation play a large role in determining luxury car buyers for each brand. For instance, you won’t see too many older statesmen in hypercars, because it’s just not as fun to grapple with scissor doors and climb into a low-slung Ferrari when you’re 65. That’s when a chauffeured Rolls starts looking pretty good. Baby boomers are gravitating toward reliable brands like Mercedes and Lexus. Gen X is desperately holding onto youth with Porsches. And Millennials are turning up their noses at luxury cars—unless they’re Teslas.

Celebrities’ Skewed Demographics

It all breaks down, of course, when it comes to celebrity one-percenters. Take the tech billionaires, who are clearly not the current in-market luxury car buyers:

• Jeff Bezos: Honda Accord
• Mark Zuckerberg: Honda Fit
• Elon Musk: His own Teslas
• Both founders of Google: Toyota Priuses

You can’t even get a reliable consensus from the Kardashians, Millennials who are all over the place with their cars:

• Kourtney: Aston Martin DB11
• Kim: Anything pink
• Khloe: Rolls Royce Wraith
• Kendall: Vintage muscle cars
• Kylie: Lamborghini Aventador SV Roadster



Are you ready to buy your next luxury car? If you’re looking to free up some cash, you can sell your Bentley, Ferrari, Corvette, or other high-end vehicle with Nahas Motorcars. Contact us for a free quote. We can travel to you anywhere in the country.