There was a time when the luxury car experience was inseparable from the badge on the hood. If you wanted rich leather upholstery and cutting-edge technology (like CD players and heated seats in the past), you paid a prestige tax to a handful of legacy brands. In that landscape, the logo was a status symbol that told your friends, neighbors and colleagues that you had arrived.
This was something I saw over the years while working for Rydell Auto Group, first in sales at Sioux Falls Ford in Sioux Falls, South Dakota, and then in service at that dealership’s sister store, Luxury Auto Mall (LAM) of Sioux Falls (BMW, Cadillac, Mercedes-Benz and Sprinter). Those who were finally able to trade in their current Ford, no matter how nice, for a Lincoln, had “made it.” Likewise, at LAM, I often spoke with service industry customers who said buying their BMW, Cadillac or Mercedes-Benz was a “personal reward for years of hard work.”
While this sentiment remains valid today, it is changing as a new generation of buyers enters the market. The traditional divide between luxury cars and “everything else” may no longer be as stark as it once was, especially as some mainstream manufacturers have caught up to its high-end counterparts in terms of reliability. According to a recent study, the definition of a premium or luxury vehicle may be moving away from what’s on the grill and closer to what happens inside the cabin.
The latest Mazda Sounding Board survey, a study of 1,000 American vehicle owners who bought a car in the last 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 the driving experience – specifically comfort, intuitive technology and performance – is what defines a premium vehicle, not the brand.
Overall, 93% of respondents indicated that they would rather have a vehicle that meets their specific needs than a distinguished nameplate that only adds thousands to the MSRP.
Reevaluating what luxury really means
Buyers are taking a more pragmatic approach
In Mazda’s survey, 76% said they no longer believe the traditional luxury markup is worth the extra cost. Instead, there is growing interest in what might be called smart luxury, or mainstream vehicles that offer high-end refinement without the high-performance price tag.
“Drivers are shifting their focus to what really improves their time on the road,” said Jennifer Morrison, Director of Vehicle Safety Strategy, Mazda North American Operations. “Convenience, safety and features that support real life are winning over labels.”
When respondents were asked what would constitute a premium vehicle, one with features they cared about, a few themes emerged:
- Security (75%): For most Mazda respondents, active safety and driver assistance features are a hallmark of vehicle ownership. Mazda’s findings align with other consumer surveys, including an AAA study in which nearly 80 percent said Automakers should prioritize safety technology..
- Space and practicality (40%): Buyers are looking for vehicles that can meet the logistical demands of their everyday lives, whether for daily errands or weekend road trips, without compromise comfort and interior space.
- Value and Quality (36%): As new vehicle prices have reached an all-time highBuild quality and long-term reliability were top priorities for some of Mazda’s respondents.
- Advanced technology and driving dynamics (30%): Intuitive connectivity features and a car that’s fun to drive are important to today’s consumers, something automakers can largely deliver with the advent of more comprehensive infotainment systems and smaller-displacement turbocharged engines.
By contrast, status and social recognition barely moved the needle, cited by just 7% of respondents as important, while less than 20% said a brand badge is what makes a vehicle stand out.
“People increasingly recognize that they don’t need to pay luxury prices for an exceptional vehicle,” Morrison added.
What would you do for the car of your dreams?
Some would give up their favorite sweets.
When presented with a hypothetical cash sum of $75,000, respondents prioritized financial security over purchasing a flashy car, with many choosing to increase retirement savings (67%), pay down debt (65%) or build emergency funds (64%).
While 61% of people would still invest in a new vehicle with that money, less than half would actually invest those funds in a high-end luxury car. Most would prefer to buy something that suits their lifestyle, regardless of car manufacturer or brand, and then prioritize their financial security with the rest.
Similar to the cash sum question, Mazda asked survey participants what they would give up to drive their dream car for free for a year. Alcohol was the top item participants would abstain from (59%), followed by manicures and pedicures (57%), new clothes and shoes (55%), and gym memberships (52%).
Meanwhile, almost 60% said they would stop listening to their favorite podcast, while others said they would stop scrolling through social media or snacking if it meant driving their dream car for free for a year. The results here suggest that a reliable and enjoyable vehicle can offset our little guilty pleasures.
- What’s included
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M12 Impact Driver, Hammer Drill, 3/8 Inch Ratchet, Charger, Two Batteries
- Warranty
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5-year warranty on tools, up to 3-year warranty on batteries.
If you’re looking for a great DIY starter kit from Milwaukee, this M12 3-Tool Combo Kit is it. Featuring an impact driver, hammer drill, and 3/8-inch ratchet, along with a 4 Ah and 2 Ah battery, this kit is a great starting point for projects both at home and in your vehicle.
Cars as personal sanctuaries
From the spa on wheels and star wars to the press all over the field
We sometimes refer to the vehicle as a “third space” in the automobile industry, a diplomatic way of saying that we spend too much time in traffic. The term is used in conjunction with future vehicles and their design, often appearing 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 vehicle as a third space has given rise to a range of connectivity and interior comfort features, some of which may have seemed, at least until recently, reserved only for concept cars, if not outright impossible.
For example, the Rejuvenate system converts the interior of the Lincoln Navigator 2026 into a mini spa, a feature Lincoln says was created for stressful days at the office or when stopping at a rest stop on a long trip. When activated while parked, the Navigator performs a relaxation sequence of approximately 10 minutes, during which the driver’s seat reclines and massages, and relaxing images, such as a waterfall or Aurora Borealis-themed lighting, are projected on the 48-inch widescreen display.
While that happens, Lincoln’s Digital Scent system emits a variety of pleasant scents. Located in the center console, the Digital Scent system uses individual cartridges equipped with microchips, allowing the driver to control fragrance dispersion via the aforementioned 48-inch display. Seven select scents are available, including Mystic Forest, Ozonic Azure and Violet Cashmere.
Not to be left behind in the search for the definitive third space, Kia has collaborated with Walt Disney to incorporate some of the world’s most beloved characters in its vehicles. Available in models with Connected Car Navigation Cockpit, the new themes offer a variety of immersive experiences from Disney, Pixar, Marvel, National Geographic and star wars.
More than just static images on the touchscreen, these themes change gauges and fonts to provide a unique driving experience. Also, since Kia is the Official Automotive Partner of the NBAIn-vehicle display themes are available for all 30 teams. Kia first introduced custom NBA display options for the EV9 in 2024, which have been moved to telluride 2027.
In Mazda’s survey, 40% of parents said the only quiet time they have between work and home is while driving. Similarly, 45% of Gen Z respondents believe their vehicle is one of the few places they can find respite. Some Gen Z respondents revealed that they will sing their favorite song, while others will sit quietly and relax after work or class.
Meet car buyers where they are
As consumer priorities change, manufacturers like Mazda are leaning toward what they describe as a human-centered approach.
The idea is to meet vehicle owners where life really happens, whether it’s a parent serving as a family chauffeur, a student reviewing exam notes one last time before heading to class, a skilled professional transporting payload to a job site, or a couple out to dinner celebrating their wedding anniversary. Mazda’s survey shows that all vehicle manufacturers, now more than ever, must focus on what matters.
“Today’s drivers define luxury by what improves their daily lives, not by what’s on the grill,” Morrison said. “When safety, comfort and thoughtful design take priority over image, everyone on the road wins.”
