Drivers have a new definition of luxury

Drivers are increasingly defining what makes a vehicle stand out by how it feels behind the wheel rather than the badge on the grille, according to a new automaker survey.

The study by Mazda North American Operations found that 81 per cent of recent car buyers say the driving experience — including comfort, performance and intuitive technology — is what distinguishes a vehicle. When asked to choose between paying more for a prestigious nameplate or owning a vehicle with features that matter most to them, 93 per cent said they would prefer the latter.

Space and practicality ranked highest among attributes buyers associate with “more,” cited by 40 per cent of respondents, followed by value with quality at 36 per cent. Advanced technology and connectivity, driving enjoyment and performance were each cited by 30 per cent. Prestige ranked near the bottom, with just 7 per cent defining “more” as status or social recognition, and only 19 per cent saying a brand badge is what makes a vehicle stand out.

Safety also emerged as a defining element of perceived luxury. Three‑quarters of respondents said advanced active safety and driver‑assist systems are essential markers of a high‑quality vehicle.

“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 — and people increasingly recognize they don’t need to pay luxury prices for an exceptional vehicle.”

The survey suggested that consumers are also questioning the value of traditional luxury pricing. Two-thirds (67 per cent) said the premium markup attached to luxury brands is not worth it, while 83 per cent believe choosing a mainstream brand with a premium feel is the smarter option.

Even when imagining a $75,000 cash windfall, respondents showed a practical mindset. While many would prioritize financial security, including retirement savings, debt reduction and emergency funds, 61 per cent said they would still buy a new vehicle. Fewer than half said they would choose a high‑end luxury model, instead favouring vehicles that fit daily life, from family duties to commuting, road trips and personal comfort.

The research also looked at the emotional role vehicles play in daily routines. Many respondents said they would give up discretionary habits, including alcohol, podcasts, gym memberships or social media, in exchange for driving their ideal vehicle for a year. Parents, particularly mothers, said the car often serves as a rare quiet space during busy days, while Gen Z drivers described it as a place for self‑expression and decompression.

While respondents said they do not judge others by the brand they drive, they reported being far more critical of behaviours such as texting while driving, not wearing a seatbelt or keeping a vehicle in poor condition, suggesting that responsibility and lifestyle choices now carry more weight than image.

“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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