Automotive: Crisis hasn't put a dent in luxury car sales

The global economic crisis may have led to the wane of luxury spending, but car manufacturers and local luxury vehicle importers report a stable market for luxury cars in the Czech Republic and even anticipate growth in the years to come.

"The demand is basically the same as before," said Jaroslav Vítek, spokesman for Czech luxury car importer Impex Car. "It dropped a bit last year, but the situation is basically the same here: Those who had money for luxury cars still have it."

Vítek cites Ferrari, Bentley, Mercedes, Rolls-Royce, Audi, BMW and Porsche among the most popular luxury imports.

Frank Tiemann, spokesman for Rolls-Royce, says the British brand has experienced growth across Europe so far this year.

"We are experiencing very positive sales development this year, with sales doubling in Europe in the first five months of 2010, in comparison with the same period last year," he said.

Tiemann attributes the increased sales to the popularity of the Ghost and Phantom Drophead Coupé models, and Vítek agrees that the Drophead has been one of the best-sellers for Rolls-Royce in the Czech Republic this year. Marketed as a freer interpretation of the classic Rolls-Royce, the Drophead is designed with lines and textures reminiscent of 1930s aesthetics and was inspired by racing yachts of that era. The engineering of the Drophead left nothing to chance, with a hand-welded aluminum super frame specially tailored for top-down driving that makes for a smoother ride in the convertible. The Ghost, on the other hand, is less stylized in its design, sticking to the classic Rolls-Royce features like a 2:1 ratio of the height of the wheel base to the height of the body, and a long wheel base and hood.

"If you compare Ghost and Phantom with a wardrobe, the Phantom is like a tuxedo, the car for very special occasions, while the Ghost is like a tailor-made business suit, the car for many special occasions," Tiemann said.

The second gem of the English motoring tradition, Bentley, also has a new flagship model doing well in European markets. The four-door limousine Bentley Mulsanne likewise took design inspiration from classic Bentley cars from the 1930s and '50s, with flowing lines and carefully brazed panels that give the exterior a seamless look. In terms of its added features, the Bentley Mulsanne infotainment and technology system is probably the most impressive. A 60-gigabyte hard drive allows for the storage of thousands of songs and pictures, and 14 speakers powered through six channels provide digital sound processing and full iPod and MP3-player capability.

"As a combination of power and performance on the one hand, and craftsmanship on the other, we feel Mulsanne has a unique position in the high luxury segment," said Annette Koch, spokeswoman for Bentley.

While all car manufacturers will say they don't skimp on interior or engine design, German luxury cars like BMW and Audi have always been at the vanguard of auto engineering.

"All vehicles bearing the four rings of the Audi badge embody the principles of Vorsprung durch Technik, meaning 'progress through technology.' Every component and fiber is carefully designed, constructed and tested according to these principles," said Jan Klíma, spokesman for Audi Czech Republic.

As for Czech consumers, Vítek says the Audi A6 is the most popular of the brand's models sold locally. Widely reviewed as one of the humbler luxury sedans of 2010, the A6 is still nothing to overlook. It features all-wheel drive, good fuel economy, a supercharged V6 engine and an exquisitely finished interior.

Klíma adds that Audis featuring the latest common rail injection technology are as notable for their power and refinement as they are for their exceptional fuel economy.

The economic value of such high-quality design and craftsmanship can't be overstated, since luxury car sales have remained strong throughout the crisis. At a loss to explain the phenomenon, Tiemann estimates that luxury car buyers probably view their purchase as a wise investment in a time of uncertainty.

"In 2009, we had heterogeneous development around the globe, and Europe was stable with exactly the same sales figures for 2009 as in 2008, which was a record year for sales," he said. "It might have been the right time for some people to invest in things with lasting value."

Emily Thompson can be reached at
ethompson@praguepost.com