There was a time when the luxury car experience was inseparable from the badge on the hood. If you want rich leather upholstery and advanced technology (such as CD players and heated seats), you’ve paid a prestige tax to a few older brands. In that landscape, the logo was a status symbol that told friends, neighbors, and colleagues that you had arrived.
It’s something I’ve seen over the years while working for Rydell Auto Group, first in sales at Sioux Falls Ford in Sioux Falls, South Dakota, and later in service (BMW, Cadillac, Mercedes-Benz and Sprinter) at that dealership’s sister store, Sioux Falls Luxury Auto Mall (LAM). Finally, those who could trade their current Ford for a Lincoln, no matter how nice, “made it.” Similarly, at LAM, I often spoke with customers who said that buying a BMW, Cadillac or Mercedes-Benz at the service drive was “a personal reward for years of hard work.”
While this sentiment holds true today, it is changing as a new generation of buyers enters the market. The traditional divide between luxury cars and “everything” may no longer be as sharp as it used to be, especially as some mainstream manufacturers do. they met with their high-level colleagues in terms of reliability. According to a recent study, the definition of a premium or luxury car may be moving away from what’s on the grille and toward what happens in the cabin.
A recent Mazda Sounding Board survey of 1,000 U.S. car owners who bought a car in the past five years shows that the status factor of car ownership is less of a priority. In data collected by Burson Insights in February 2026, more than 80% of respondents said that the experience behind the wheel, specifically comfort, intuitive technology and performance, rather than the brand name, defines a premium car.
Overall, 93% of respondents said they would prefer a vehicle that meets their specific needs over a flashy nameplate that only adds thousands to the MSRP.
Reevaluating what luxury really means
Buyers take a more pragmatic approach
In Mazda’s survey, 76% said they no longer believe the traditional luxury price hike is worth the extra cost. Instead, there is a growing interest in mainstream vehicles that can be called smart luxury, or offer a high level of refinement without the performance price tag.
“Drivers are focusing on things that really improve their time on the road,” said Jennifer Morrison, Director of Vehicle Safety Strategy, Mazda North American Operations. “Convenience, security and real life support features win over labels.”
When respondents were asked what would constitute a premium vehicle with features that were important to them, several themes emerged:
- Security (75%): For most respondents to Mazda’s survey, active safety and driver assistance features are hallmarks of car ownership. Mazda’s findings are in line with other consumer surveys, including one AAA study in which about 80 percent said. car manufacturers should prioritize safety technology.
- Location and practicality (40%): Buyers are looking for vehicles that can meet the logistical demands of their daily lives, whether they’re running errands or weekend road trips. disturbs the interior comfort and space.
- Value and Quality (36%): As are the prices of new cars reached an all-time highbuild quality and long-term reliability were the focus of some respondents in Mazda’s survey.
- Advanced Technology and Driving Dynamics (30%): Intuitive connectivity features and a fun-to-drive car are important to consumers today, something automakers can offer in large part with the advent of more comprehensive infotainment systems and smaller-displacement turbochargers.
In contrast, status and social recognition barely move the needle, with only 7% of respondents saying it’s important, and less than 20% saying that a brand’s badge is what sets a car apart.
“People are realizing more and more that you don’t need to pay luxury prices for an exceptional car,” Morrison said.
What would you do for your dream car?
Some would give up their favorite sweets
When presented with a hypothetical $75,000 in cash, respondents prioritized financial security over buying a flashy car, with many choosing to save for retirement (67%), pay down debt (65%) or build emergency funds (64%).
While 61% of people would still use that money to invest in a new car, less than half would put that money toward a high-end luxury car. Most prefer to buy something that fits their lifestyle, regardless of car manufacturer or brand, then prioritize their financial security with the rest.
Similar to the cash question, Mazda asked respondents what they would give up to drive their dream car for free for a year. Alcohol (59%), manicures and pedicures (57%), new clothes and shoes (55%) and gym memberships (52%) were the most common items participants gave up.
Meanwhile, nearly 60% said they would give up listening to their favorite podcast, while others said they would stop browsing social media or snacking if it meant getting to drive their dream car for free for a year. The results here show that a reliable and enjoyable car can overcome our guilty little pleasures.
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Cars as personal sanctuaries
Spa on wheels and Star Wars to the full court press
We sometimes refer to the vehicle as the “third space” in the automotive industry, which is a diplomatic way of saying that we spend a lot of time in traffic. The term is often used in conjunction with future cars and their design emerges as a popular topic During panel sessions at industry conferences including AutoMobility LA, AutoSens, CAR MBS, InCabin, Mobility Global Forum (Detroit Auto Show), MOVE America, Reuters Automotive and others.
The idea of the car as a third space has led to a number of interior comfort and connectivity features, some of which until recently were only reserved for concept cars, if not impossible.
For example, the Rejuvenate system transforms the interior 2026 Lincoln Navigator According to Lincoln, a feature that turns into a mini spa was created for stressful days at the office or during a stopover on a long trip. When activated while in Park, the Navigator performs an approximately 10-minute relaxation sequence during which relaxing visuals such as a reclining and massaging driver’s seat, a waterfall or Aurora Borealis-themed lighting are projected onto the 48-inch panoramic display.
While this is happening, Lincoln’s Digital Scent system emits a range of pleasant aromas. The Digital Fragrance system, located in the center console, uses individual cartridges equipped with microchips, which allow the driver to control the fragrance dispersion through the aforementioned 48-inch display. Seven select scents are available, including Mystic Forest, Ozonic Azure and Violet Cashmere.
Not to be outdone in the quest for the ultimate third place, Kia has partnered with Walt Disney to bring some of the world’s most beloved characters to its vehicles. Available on models with Connected Car Navigation Cockpit, new themes offer a range of immersive experiences from Disney, Pixar, Marvel, National Geographic and more. Star Wars.
Rather than static images on a touchscreen, these themes change sizes and fonts for a unique driving experience. Likewise, because it’s a Kia The official automotive partner of the NBAin-car screen themes are available for all 30 teams. Kia was the first to introduce NBA-specific display options EV9 Carrying until 2024 2027 Telluride.
In Mazda’s survey, 40% of parents said the only quiet time they had between work and home was when they were driving. Similarly, 45% of Gen Z respondents believe their car is one of the few places they can find respite. Some of the Gen Z respondents revealed that they will sing their favorite song, while others will sit in silence after work or school.
Meeting car buyers where they are
As consumer priorities shift, manufacturers like Mazda are turning to what they describe as a human-centric approach.
The idea is to meet car owners where life really happens, whether it’s parents serving as the family’s chauffeur, a student doing one last look at exam notes before heading to class, skilled professionals hauling goods to work, or a couple out for dinner celebrating a wedding anniversary. Mazda’s survey shows that now more than ever, all automakers need to focus on what matters.
“Today’s drivers define luxury not by what’s on the grille, but by what enhances their daily lives,” Morrison said. “When safety, comfort and thoughtful design trump image, everyone on the road wins.”
