There was a time when the luxury car experience was inseparable from the badge on the hood.If you wanted rich leather upholstery and cutting-edge tech (like CD players and heated seats back in the day), you paid a prestige tax to a handful of legacy brands.In that landscape, the logo was a status symbol that told your friends, neighbors, and colleagues you’d arrived.
This was something I saw over the years while working for the Rydell Auto Group, first in sales at Sioux Falls Ford in Sioux Falls, South Dakota, and later in service at that dealership's sister store, Luxury Auto Mall (LAM) of Sioux Falls (BMW, Cadillac, Mercedes-Benz, and Sprinter).Those who eventually could trade their current Ford, no matter how nice, for a Lincoln had “made it.” Likewise, at LAM, I spoke often with customers in the service drive who said purchasing their BMW, Cadillac, or Mercedes-Benz was a “personal reward for years of hard work.” While this sentiment still holds true today, it’s changing as a new generation of buyers enters the market.The traditional divide between luxury cars and “everything else” may no longer be as stark as it once was, especially as some mainstream manufacturers have caught up with their high-end counterparts in terms of reliability.
According to a recent study, the definition of a premium or luxury vehicle may be moving away from what is on the grille and toward what is happening inside the cabin.The latest Mazda Sounding Board survey, a study of 1,000 U.S.vehicle owners who purchased a car within the last five years, shows the status factor of car ownership is less of a priority.
In the data collected by Burson Insights in February 2026, over 80% of respondents said the experience behind the wheel, specifically comfort, intuitive tech, and performance, is what defines a premium vehicle, not the brand name.Overall, 93% of respondents indicated they would rather have a vehicle that meets their specific needs than a distinguished nameplate that only adds thousands to the MSRP.Reevaluating what luxury really means Buyers are taking a more pragmatic approach In Mazda’s survey, 76% said they no longer believe the traditional luxury markup is worth the extra cost.
Instead, there is a growing interest in what could be called smart luxury, or mainstream vehicles that offer high-end refinement without the performative price tag."Drivers are shifting their focus to what genuinely improves their time on the road," said Jennifer Morrison, Director of Vehicle Safety Strategy at Mazda North American Operations."Comfort, safety, and features that support real life are winning out over labels.” When respondents were asked what would constitute a premium vehicle, one with features that matter to them, a few themes emerged: Safety (75%): For a majority of respondents in Mazda’s survey, active safety and driver-assist features are a hallmark of vehicle ownership.
Mazda’s findings align with other consumer surveys, including a AAA study in which nearly 80 percent said automakers should prioritize safety technology.Space and Practicality (40%): Buyers are seeking vehicles that can meet the logistical demands of their everyday lives, whether for daily errands or weekend road trips, without compromising interior comfort and space.Value and Quality (36%): As new vehicle prices have reached an all-time high, build quality and long-term reliability were top of mind for some respondents in Mazda’s survey.
Advanced Tech and Driving Dynamics (30%): Intuitive connectivity features and a car that is fun to drive are important to consumers today, something automakers can offer in large part with the advent of more comprehensive infotainment systems and smaller-displacement turbocharged engines.By contrast, status and social recognition barely moved the needle, cited by just 7% of respondents as important, while fewer than 20% said a brand's badge is what makes a vehicle stand out.“People increasingly recognize they don't need to pay luxury prices for an exceptional vehicle,” Morrison added.
Related Before touchscreens became the standard, BMW, Saab, and Lexus got it right Better than a generic tablet glued to the dashboard.Posts By Carl Anthony What would you do for your dream car Some would give up their favorite sweet treats When presented with a hypothetical $75,000 cash sum, respondents prioritized financial security over a flashy automotive purchase, with many opting to pad retirement savings (67%), pay down debt (65%), or build emergency funds (64%).While 61% of people would still invest in a new vehicle with that money, less than half would actually put those funds toward a high-end luxury car.
Most would rather purchase something that fits their lifestyle, regardless of the automaker or brand, and then prioritize their financial security with the remainder.Similar to the cash sum question, Mazda asked survey participants what they would forego to drive their dream car for free for a year.Alcohol was the top item participants would abstain from (59%), followed by manicures and pedicures (57%), new clothes and shoes (55%), and gym memberships (52%).
Meanwhile, nearly 60% said they would give up listening to their favorite podcast, while others said they would stop scrolling social media or snacking if it meant driving their dream car for free for a year.The results here suggest that a reliable and enjoyable vehicle may outweigh our guilty little pleasures.Milwaukee M12 FUEL Combo Kit What's Included M12 impact driver, hammer drill, 3/8-inch ratchet, charger, two batteries Warranty 5-year warranty on tools, up to 3-year warranty on batteries.
If you're looking for a great DIY starter kit from Milwaukee, this M12 3-tool combo kit is it.With an impact driver, hammer drill, and 3/8-inch ratchet, along with a 4Ah and 2Ah battery, this kit is a great starting point for projects both at home and on your vehicle. $379 at Home Depot Expand Collapse Cars as personal sanctuaries From the spa on wheels and to the full-court press We sometimes refer to the vehicle as a "third space” in the automotive industry, a diplomatic way to say we spend too much time in traffic.The term is used in conjunction with future vehicles and their design, often appearing as a popular topic during panel sessions at industry conferences, including AutoMobility LA, AutoSens, CAR MBS, InCabin, Mobility Global Forum (Detroit Auto Show), MOVE America, Reuters Automotive, and others.
The idea of the vehicle as a third space has led to a range of interior comfort and connectivity features, some of which may have seemed, until recently anyway, reserved only for concept cars, if not outright impossible.For example, the Rejuvenate system turns the interior of the 2026 Lincoln Navigator into a mini spa, a feature Lincoln said was created for stressful days at the office or when pulling over at a rest stop on a long trip.When activated while in park, the Navigator performs a roughly 10-minute relaxation sequence, during which the driver’s seat reclines and massages, and calming visuals, such as a waterfall or Aurora Borealis-themed lighting, are projected across the 48-inch panoramic display.
While that is happening, Lincoln’s Digital Scent system emits an array of pleasant aromas.Housed in the center console, the Digital Scent system uses individual cartridges equipped with microchips, allowing the driver to control fragrance dispersion through the aforementioned 48-inch display.Seven curated scents, including Mystic Forest, Ozonic Azure, and Violet Cashmere, are available.
Not to be outdone in the quest for the ultimate third space, Kia has collaborated with Walt Disney to bring some of the world's most beloved characters into its vehicles.Available on models with the Connected Car Navigation Cockpit, the new themes offer a range of immersive experiences from Disney, Pixar, Marvel, National Geographic, and .More than just static images on the touchscreen, these themes change the gauges and fonts for a unique driving experience.
Likewise, since Kia is the NBA's official automotive partner, in-vehicle display themes are available for all 30 teams.Kia first introduced custom NBA display options for the EV9 in 2024, which have carried over to the 2027 Telluride.In Mazda’s survey, 40% of parents said the only quiet time they have between work and home is while driving.
Similarly, 45% of Gen Z respondents believe their vehicle is one of the few places they can find respite.Some Gen Z respondents revealed they will sing along to their favorite song, while others will sit in silence and decompress after work or class.Related Step aside Volvo: Mazda now leads the safety rankings Mazda climbs to the top of Consumer Report's list of safest new car brands.
Posts By Tyler Dupont Meeting car buyers where they are As consumer priorities shift, manufacturers like Mazda are leaning into what they describe as a human-centric approach.The idea is to meet vehicle owners where life actually happens, whether that's for parents serving as the family chauffeur, a student reviewing exam notes one last time before walking into class, a skilled trades professional hauling a payload to a job site, or a couple out to dinner celebrating their wedding anniversary.Mazda’s survey shows that all vehicle manufacturers, now more than ever, need to keep their focus on what matters.
"Today's drivers define luxury by what enhances their day-to-day life, not by what's on the grille," Morrison said."When safety, comfort, and thoughtful design take priority over image, everyone on the road wins."
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