How can luxury automotive create a compelling buying journey for all?

Andrea Duckett • March 30, 2026

The luxury automotive industry is at a crossroads, needing to adapt to a new generation of customers without losing the heritage brand equity that its existing clientele have invested in. And in an industry that markets perfection, the execution of its buying journeys can’t be anything but extraordinary. Barry McPhillips, Head of International Creative at Mood Media, explains more

 

Prestige, heritage, and quality are just three of the many adjectives traditionally associated with the luxury automotive industry. The likes of Rolls-Royce, Bentley, Aston Martin, and Ferrari epitomise exclusivity and have historically attracted an eclectic customer base, ranging from collectors to performance enthusiasts. Owning a luxury vehicle comes with a perceived elevation in status that is considered more than worth the price tag.


Delivering perfection as standard

 

The luxury automotive sector is thriving and projected to be worth $655 million by 2027[1]. But it’s also highly competitive; a McKinsey survey found that 35% of luxury car buyers[2] would consider switching brands when making their next purchase. And that competition will only intensify as brands start to adapt to a changing audience and look to attract a new generation of buyers.

 

The new generation have a different perception of luxury brands and take different routes to purchase. However, the biggest players in luxury automotive also can’t afford to lose their legacy clientele. These dual priorities present a real challenge as brands need to retain their identity and heritage while being pressured to become all things to all people.

 

That’s why the buying experience is so important. Luxury automotive brands effectively sell the concept of perfection, which must be achieved in both the showroom and post-sales process to ensure long-term loyalty.

 

So, what qualifies as the perfect luxury automotive buying experience?

The power of personalisation  

 

Firstly, it’s important to take a step back and look at the end-to-end buying journey. A luxury vehicle with a six-figure price point will almost always be a considered purchase, not an impulse buy, for all but the most extravagant billionaires. This may mean conversions take longer, but it also affords brands plentiful opportunities to engage potential customers through immersive experiences, strengthen connections through storytelling and community building, and take steps to ensure handover day is an event to remember.

 

Personalisation is now a priority for the industry. The luxury automotive sector is known for its exclusivity and rarity and inviting customers to create their dream car through customisations is the ultimate expression of both these traits. It also provides some of the highest margins, a bonus even for established brands like Ferrari, while simultaneously yielding vital data that can be used to further enhance the customer experience. 


Encouraging customers to tailor a car to their exact specifications – crafting a true one-off – is the new benchmark for luxury automotive brands looking to cement their positions in an uncertain economic landscape.

 

Bringing the brand to life

 

If customers are to feel compelled to not only purchase a luxury car but also invest in customisations, they need to feel invested in the brand and everything it represents. The best way to communicate brand values is through content driven by storytelling.

 

The most powerful content is always rooted in the DNA of the brand, ensuring it remains recognisable to legacy customers, and showcases the exceptional craftsmanship that gives these vehicles their value. Automotive craftsmanship is an under-appreciated artform, representing hours of painstaking work and requiring skillsets that take decades to develop. Intentional content can take talented craftspeople away from the factory floor and into the spotlight. Interactivity can also be introduced to empower customers; AR glasses can enable customers to navigate to the content that interests them most, whether that’s diving into details of the engine, the paint, or the innovative driver assist technology.

 

That being said, it’s vital that luxury automotive brands don’t only focus their content on the car. Today’s customer is just as captivated by the aspirational work the car represents as they are by the vehicle itself. This is already reflected in advertising, where most luxury brands have already moved away from product-based marketing in favour of inspirational visuals that portray the lifestyle that the buyer hopes to unlock by buying a new car.

 

Curating a standout showroom

 

For luxury car buyers, the showroom must be an elevated environment, a space that befits a premium lifestyle. The showroom’s role as an extension of the brand is one of the reasons why luxury automotive companies have started to move away from franchise dealerships where they have more limited control. Full brand immersion is the expectation, with brands like Lotus creating dedicated brand centres that invite customers to explore the past, present, and future of the company.

 

Every aspect of the showroom must be carefully curated, from the sound and lighting to the content, LED displays, and product placement. Customer service is also integral; it wouldn’t be surprising if automotive brands followed the lead of luxury hotel chains like the Ritz-Carlton in allocating each member of staff a budget to ensure they can go above and beyond for the customer.

 

Cross-channel coordination

 

With 92% of car purchases beginning with research online[3], digital and physical showrooms need to be fully integrated. Data is the key – it makes everything else work. When it comes to integrating technology into the showroom, luxury automotive brands should aim for digital elegance rather than invasive executions. To achieve sensory engagement without risking overload, you need a light touch. Whether you’re curating a soundscape or installing touch feedback on a screen, it’s the subtle details that make all the difference.

 

Once a purchase is made in the showroom, the work isn’t over. To inspire loyalty and potential repeat custom, luxury automotive brands need to invest in community building. A part of buying into the luxury car owner lifestyle, becoming part of an exclusive community offers a sense of belonging that is almost tribal. It ensures those who value status feel like a member of the elite, unites performance enthusiasts with their fellow petrolheads, and provides prestige to those who buy into the brand’s heritage appeal. Community building activities could range from track days and special events to contributing your car’s design to a piece of digital artwork that continues the brand’s legacy.

 

A memory made to last

 

The handover is the final step and arguably the most important. While brands can build anticipation during the manufacturing process, the delivery experience is their opportunity to go all out. It should be more than simply handing over the keys and cracking open a bottle of Champagne. Brands can combine digital and physical experiences to craft a moment that will not only live on in the buyers’ memory but also resonate on social media, where the next generation of customers awaits.

 

If this deep dive into the world of luxury automotive proves anything, it’s that the industry has a multitude of customer experience moments to consider and high expectations to meet. Achieving perfection across every touchpoint, from showroom experience and customer service to digital content and the all-important handover moment, is no mean feat.

 

But the good news is that these brands don’t need to go it alone. Working with an external partner like Mood can not only provide a fresh perspective but also means these brands have access to expertise gained across other industries that they can implement in their own buying journeys. That way, these brands can start to experiment with new ways of engaging with their customer base – both existing and potential buyers – without losing sight of the rich heritage and brand equity that set them apart from the crowd.

 

Our message to the industry: you stay in the driving seat, but we can handle the navigation.

 
[1] https://www.forvismazars.com/group/en/insights/latest-insights/reinventing-the-wheel-what-s-driving-change/trends-in-luxury-automotive

 

[2] https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/shifting-gears-what-buyers-are-saying-about-the-luxury-car-experience

 

[3] https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/automotive-digital-transformation/

How to appeal to a new luxury customer

April 13, 2026
How to appeal to the new luxury customer Can brands appeal to the new generation of luxury customers without alienating their established base? Mood Media’s Head of Creative Barry McPhillips shares his insights into how both heritage and hypebeast brands are navigating this question and shaping their in-store experiences in response New Generation, New Expectations How do we define today’s luxury customer? The traditional customer base for heritage brands is still a powerful market segment; these shoppers value loyalty, personalised service, emotive in-store experiences, and purchases that make them feel special. But a new generation of luxury shoppers is disrupting the status quo. “Their expectations are very different. More immediacy, more theatre, more drama, more online,” explains Barry McPhillips, Head of Creative at Mood Media. Loyalty is no longer a priority. In fact, the product isn’t even necessarily the most important aspect of a luxury purchase for these customers. They’re more interested in buying into the feeling it gives them. This shift means that the luxury shopping experience has expanded beyond the boutique. It’s no longer just about curating exceptional in-store environments, the customer journey both pre and post purchase is equally important. It also presents a dilemma for brands looking to retain their loyal customers while also engaging the next generation – is it possible to evolve without alienating?

Attracting the next generation of shoppers

By Andrea Duckett • April 1, 2026
How luxury shopping is hoping to attract the next generation of shoppers As luxury retailers look to retain their existing customer base while appealing to new audiences, they are evolving their approach to both their bricks-and-mortar stores and live media experiences. But with Gen Z brand loyalty never guaranteed, will investing in attention grabbing activities be enough to secure the future of the luxury sector? The economic uncertainty of recent years has been challenging for retailers, especially those operating in the luxury space. Richemont (owner of Cartier and Montblanc) saw operating profits drop by 17% year-on-year in the first half of 2025, Gucci’s revenues fell by 25% in the same period, and LVMH group revenues were down 2% in the first nine months of 2024. While engaging existing consumers will be an important part of these brands’ survival strategy, harnessing the spending power of Gen Z will be essential if the luxury industry is to navigate this difficult period and secure future prosperity. Currently aged between 13 and 28, Gen Z is the audience luxury retailers are hoping to attract - and for good reason. Gen Z spending is projected to reach $12 trillion by 2030 and their rate of spending on luxury goods is expected to be three times faster than other generations. But perhaps one of the most interesting stats to look at when considering how luxury shopping can adapt to serve Gen Z shoppers is that in-store mass merchandise and grocery purchases account for nearly 50% of their total spending. Gen Z is truly the omnichannel generation. While digital channels will continue to be an important driver of both online and offline sales, luxury brands are increasingly re-evaluating the role their retail spaces can play in securing the attention – and loyalty – of Gen Z shoppers. Capitalising on the potential of live media – immersive, real-world experiences designed to forge connections with new and existing shoppers – can help brands find the sweet spot between strategy and spectacle.

The impact of digital content and personalised experiences

By Andrea Duckett • March 31, 2026
The impact of digital content and personalised experiences Personalisation is expected to transform physical retail in the coming years, but is anyone doing it right When it comes to adapting digital content to serve a specific audience, there’s a wide gap between ambition and expectation – and customers are more than aware of this discrepancy. In fact, only 23% of shoppers think that retailers are doing a good job when it comes to personalisation.[1] But how can brands bridge the gap? It all starts with understanding customer experience. Content for content’s sake isn’t just a waste of budget, but it also runs the risk of alienating loyal customers. If this sounds familiar, you’re not alone. Several luxury brands are hampered in their efforts to implement digital content effectively; some haven’t built sufficient knowledge of the customer in-store experience, some don’t have buy-in from stakeholders, and some are restricted by budget. Any luxury brand considering using digital content in their retail stores – and potentially personalising that content – should start with four key questions: 1. What is the purpose of this content? 2. In what context will customers experience this content? 3. How will this content impact the customer journey? 4. Does this content complement the store environment? If you don’t have an answer to each of these questions, you’re probably not ready to maximise the opportunity digital content offers. And it is a considerable opportunity; retailers who can effectively leverage personalised digital content in-store are 48% more likely to exceed their revenue goals. So, how can you use digital content effectively?