This may be a huge sign that not only is luxury a perception but also lifestyle is a perception too. Wealthy lifestyle is beyond loyalty to luxury brands. Before this recent study I never really understood why a Toyota Prius with a modest price tag was considered the luxury car for wealthy consumers. However, I could not help but notice how many wealthy people were driving a Toyota Prius. Heck, I confess the Chevy Cruze is my eco lifestyle car of choice.

According to a recent study that reviewed the top vehicles purchased in the wealthiest zip codes. While admittedly, luxury cars may fit into the stereotype lifestyles of these rich and famous, TrueCar data shows there are plenty of wealthy consumers who opt to drive mainstream brands.

Rank Make/Model Segment MSRP* Market Average** % Discount from MSRP***

1 Mercedes-Benz E-Class Luxury Car $51,365 $48,068 6.4% 2 BMW 328 Luxury Car $35,795 $34,461 3.7% 3 Mercedes-Benz C-Class Luxury Car $36,095 $34,144 5.4% 4 Lexus RX Luxury SUV $39,950 $37,628 5.8% 5 Toyota Prius Small Car $30,565 $29,525 3.4% 6 Volkswagen Jetta Small Car $26,085 $24,978 4.2% 7 Honda CR-V Midsize SUV $29,575 $28,875 2.4% 8 Honda Accord Midsize Car $23,070 $21,210 8.1% 9 Toyota Camry Midsize Car $25,535 $23,871 6.5% 10 BMW X5 Luxury SUV $58,595 $54,995 6.1%.

Among the top 10 most popular vehicles in America’s wealthiest neighborhoods, half are non-luxury vehicles. And in a demographic where a car budget doesn’t seem to be much of a concern, all vehicles are priced less than $50,000 — with the exception of the Mercedes-Benz E-Class and the BMW X5.

Some of the key findings in the data include:

  • The Toyota Prius was the most popular vehicle in Ross and Century City, Calif.
  • Of the top five vehicles purchased in Downtown Chicago, none were from luxury brands
  • The Mercedes-Benz S-Class was the most expensive model purchased in top ten wealthiest Zip codes
  • Manhattan represents the city with the wealthiest zip code and the most popular vehicle purchased was the Mercedes-Benz E-Class while the Honda CR-V rounds out the top five
  • SUV’s are popular in Greenwich, Conn. with four out of the top five
  • The Toyota Sienna and Honda Odyssey are the only two minivans to make the top five purchased by residents in Medina, Wash.

1 Comment

  1. randallicious says:

    in general, non-luxury vehicles outsell luxury vehicles, so this article isn’t revealing anything surprising

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