Antonio Mocchetti
In the U.S, luxury car brands are facing an unexpected challenge: retaining their customer loyalty.. Exclusive brands like Porsche, Mercedes-Benz, and BMW have customer loyalty rates hovering between 49% and 60%. Meanwhile, in Italy, luxury cars are treated as much more than modes of transportation—they are works of art and symbols of prestige. Here, brands like Maserati and Mercedes-Benz – yes, even German makes – are not just cars, they are a part of the nation’s identity.
How can this difference be explained? In the U.S., the market seems to lean towards practicality, reliability, and cost-effectiveness, which explains why mass-market brands like Toyota and Honda dominate loyalty rankings. On the other hand, Italy’s automotive culture is rooted in craftsmanship and heritage. Italian consumers don’t just buy cars—they buy into the story and identity of the brand.
Before we dive into this unique mentality Italian consumers hold, let us better understand the landscape of the U.S. market, where practicality and affordability trump prestige. Mass-market brands like Toyota and Honda are leaders of customer loyalty, with rates of 62.5% and 64.2%, respectively. Despite their premium offerings, luxury brands like Porsche (57.5%) and Lexus (60.2%) lag behind. Toyota and Honda have built their reputations on delivering vehicles that are dependable, low-maintenance, and cost-effective over the long term. For many consumers, these qualities outweigh the appeal of luxury features. In addition, luxury ownership in the U.S. is often seen as a milestone or a symbol of success, rather than an everyday option. Many buyers opt for luxury cars as a one-time purchase or an occasional indulgence rather than a recurring commitment.
The Throttle House
Conversely, Italy is a country where automotive excellence is ingrained in culture as fine wine or aged cheese. Brands like Ferrari, Maserati, and Lamborghini are icons of artistry and engineering. Even German luxury brands (i.e. BMW, Mercedes-Benz) hold elevated status in Italy–they successfully blend their precise engineering with the Italian appreciation for design and performance. Italians place a premium on owning products that are not only functional but also beautifully crafted. A Maserati is more than a car; it’s a statement of personal identity and taste, even a celebration of “la dolce vita.”
Spotting an Alfa Romeo Giulia or a Mercedes-Benz E-Class is not a rare sight in cities like Milan or Rome, where they seamlessly complement the country’s architectural elegance. Owning a luxury car in Italy is less about showcasing wealth and more about participating in a shared cultural value: an appreciation for the finer things in life.
Chris Lager
When in the market for a new car, Americans may ask “what works best for me?” whereas Italians are more likely to ask “what represents my identity?”. The economic landscapes in these countries are also an explanation for this difference. The sheer size of the middle class in the U.S. contributes to the dominance of mass-market brands. For many, luxury cars are aspirational but not practical for everyday ownership. While affordability is important to some segments, the Italian mentality seems to prioritize saving for or investing in a premium vehicle.
Of course, the automotive industry is an ever-evolving field. Globally, customer loyalty rates for luxury cars have been on the decline. As younger, tech-oriented buyers enter the market, they are less tied to brand heritage and more focused on factors like innovation and sustainability. For example, Tesla successfully captured the electric vehicle (EV) market, prompting traditional luxury automakers to integrate EVs and hybrids into their lineups. Especially true for luxury automakers, adapting to these challenges is key in order to maintain their status. This contrast between American pragmatism and Italian passion underscores the broader cultural influences that shape consumer behaviour—a reminder that in the world of luxury, the true competition lies not just in engineering and innovation, but in the stories brands tell and the values they embody.
