Premium vs. Luxury

How companies like Audi are redefining product classes at the expense of long time brands, who are now trying to get back into the premium game.

Lately, I have been thinking of a couple luxury themes I’d like to explore in my posts. They center around a couple main questions: Continue reading

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Tesla Motors – Keeping up with the “Cool Factor”

Tesla Model S

Tesla Model S

If there is one thing I’ll keep doing as the publisher of L.I.L, it will be to bring “cool” things to your attention.

I am enchanted with Tesla , especially because its cars are not gimmicks designed to draw “the herd” (a respectful reference to mass consumers). They definitely have my stamp of luxury particularly because of the brand’s exclusivity, quality production, unique heritage, and innovation. More importantly, this is a car you need to have if you plan on helping change the world.

I’ll say no more. Read this interview with George Blankenship, Tesla’s Vice President for Worldwide Sales and Ownership Experience.
I bet you’ll get goosebumps by just imagining the world that Tesla founder, Elon Musk, aims to develop.

How Many Lives Does a Jaguar Have?

So Tata Motors is doing a lot to revamp the Jaguar brand. It purchased the Jaguar and Land Rover brands from Ford for $2.3B. Ford, which lost $800M on the sale, seems to have shed its heavy baggage, but can Tata bring this cat back to life?

There are mixed reactions from industry on the effectiveness of the luxe auto’s new advertising campaign, which is aimed at making an emotional connection with auto enthusiasts. Professors from the University of Michigan and MIT said it missed the mark, while a consulting firm out in LA stuck its neck out to say that the campaign is “avant-garde enough to definitely capture consumers’ attention and put Jaguar on the radar screen of more potential luxury customers”.

All those opinions don’t matter. Let’s see what the sales numbers say in a year. It will surely be an improvement for Jaguar to get 18,000 to 20,000 people to test-drive its cars, as opposed to the the 300 to 400 who try them out annually in the United States. Wow only 300 to 400. Anything above that will be a remarkable improvement.

A Room With a View of Your Porsche, Ferrari, Benz, …

30-day Challenge – Day 29

In the second half of this past semester at business school, I took an immersion course in real estate – the best course I have ever taken. The course not only exposed me to the business of real estate, but also introduced me to the nuances of an industry where success is not necessarily about reality, but your ability to create a perception, in which people want to participate.

Real estate can give you a means to exercise your networking, negotiation and selling skills. At the same time, real estate allows you to be very creative in realizing your visions of developing mixed use, multi-family apartments, commercial, or industrial structures. You can literally do anything and the next lines will show that. Continue reading