• Jul 17, 2006
Illustrating the fickle nature of the ultra wealthy, a new survey of 500 bona fide rich people conducted by the Luxury Institute reveals that Rolls Royce is the most luxurious brand of 2006, a position that was held by Maybach last year.

"Too many luxury firms are looking to 'Wow' the client with extraordinary, but fleeting, gimmicks," says Milton Pedraza, CEO of the Luxury Institute, who performed the survey. "First and foremost, the wealthy want these firms to simply execute the fundamentals of each customer experience extraordinarily well. Consumers have spoken and Rolls Royce is the ultra-luxury brand they recommend to their peers most often."

Brands in the survey included Aston Martin, Bentley, BMW, Ferrari, Lamborghini, Maserati, Maybach, Mercedes-Benz, Porsche, and Rolls Royce. The participants, who were required to have a gross annual income of at least $200,000 and a net worth of $5,000,000, said only Rolls consistently provided superior quality, reputation, and service. Only in social status did Maybach beat Rolls Royce.

Of course, what's the point of ranking these brands when you can afford to buy one of each?

[Source: Luxury Institute via The Auto Channel]


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  • 38 Comments
      barry Kuhnly
      • 8 Years Ago

      I've probably had 50 new cars in the last 20yrs and none any better than the MB-CL55. Just an all around driveable car with great performance, handling, and comfort.
      • 8 Years Ago
      This list is incomplete because the Kia Amanti is not even mentioned. What a shame :-)
      John G.
      • 8 Years Ago
      As many of your other readers had replied,making 200k or even 5mil.,is know where near what it takes to be rich or even live extremely comfortably in this freaki`n world.I consider someone ultra-rich if they owned an island the size of Texas!People need to focus more on their family and not so-much on their net worth.
      jonathan
      • 8 Years Ago
      well theirs a difference in rich and wealthy if you really think about it. the rich has a large amount of money for it to spend, while the wealthy has cash flows that can be unlimited and this list 200k a year and a net worth of 5 million dollars veteran doc's and lawyers make that
      • 8 Years Ago
      Edsel, that's not true.

      Anyways, I don't consider Lamborghini, Ferrari, Porsche and BMW to be in the same category as the others. Lamborghini, Ferrari and Porsche make sports cars. BMW and Maserati makes luxury sports cars. Aston Martin shouldn't be there either. It's not really ultra-luxury, like the others.

      Now, I don't own all of these, so my opinion is not 100% accurate, but here it is:

      Order of Luxury:
      1. Maybach (The interior is more airplane-like than car)
      2. Rolls Royce (Ultra-lux Car made to be driven in)
      3. Bentley (Ultra-lux car to be driven)
      4. Benz (Some Ultra-lux models, but many normal lux cars)

      Order of Personal Preference:
      1. Benz (Personal Favourite. Ultra-lux + amg v12 = good)
      2. Bentley (prefer driving, and I like the cgt)
      3. Rolls Royce (the phantom is ok if there is no cgt)
      4. Maybach (There is nothing I like about this car. It should only be bought for fleets and limos)

      • 8 Years Ago
      if you drive a $300k car and can't afford at least 10 more i don't think you should be driving one

      http://luxuryaffair.com

      • 8 Years Ago
      anahit(#8) is exactly right.

      "ultra-wealthy" don't drive, they are driven. The Rolls is flaunted by the nouveau rich, the Bentley is reserved for those with refinement.
      • 8 Years Ago
      I just purchased a 2006 Jaguar XJ8-L Vanden Plas. It cost me $103,100.00. It's extreme comfortable, fun to drive, and 400hp that flys. As for looks and comfort why is the Jaguar not listed. I drive this over all the others. I could have purchased whatever I wanted and I chose Jaguar.
      Skip
      • 8 Years Ago
      Come on read a little it said over 500 surveyed and they had to ATLEAST gross $200K a year and have a net worth of atleast $5 million who is to say that all 500 surveyed are worth $50 million plus and net $1 million a year!
      susan
      • 8 Years Ago
      Who in their right mind would pay that kind of money for a car?? Try enriching your spirit by traveling the world or giving to charity. Anyone who would blow that kind of money on a car is just looking to make up for something they themsleves are lacking. True class is within, and doesn't come in a car. The most shallow souls drive these cars to make up for what the lack inside. Something to think about!
      • 8 Years Ago
      I can understand how the ultra-rich and the wealthy can afford these high priced cars, but why doesn't anyone mention the wealthy people who are your average looking citizens who drive a "normal" yet still high priced car (Lexus, Land Rover, BMW 700 series etc.) and don't care about flaunting their financial status with a Ferrari or Jaguar??

      I, as a young 21 year old who only dreams of being wealthy but will never get there because I'd rather serve in the military and maybe have a career in law enforcement, just wanted to pay respect to the rich people who don't show off their wealth and that are not stuck-up about it.
      Princess Lia
      • 8 Years Ago
      Just for the record, I agree with the comment that 200k/yr does not make you ultra wealthy IN THE U.S. In most parts of the world, however, even just a tenth of that would be more than enough to feed you and your family for a long, long time.
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