JAKARTA The billionaire's interest in luxury cars has never subsided, and has even increased sharply. Based on the Forbes Research 2025 High Net Worth Survey, high-ranking individuals (High Net Worth Individuals/HNWI) are now allocating an average of 209,000 US dollars (equivalent to Rp3.5 billion, the current exchange rate) to buy luxury cars. This means that it jumped more than US$83,000 (equivalent to Rp1.3 billion) compared to last year.
Quoted on the Forbes website, Saturday, October 11, this survey involved 250 HNWI respondents from various countries with investment assets above 2 million US dollars, revealing a number of the main factors that determined their choice. Starting from brand prestige, technological sophistication, to interior materials used.
Brand Pamor Is Still Number One
Although technological innovation is growing, brand status remains a major consideration. As many as 76 percent of respondents put brand prestige as the main reason for the purchase, up significantly from 49 percent in 2024. This confirms that the reputation of car manufacturers is still a symbol of status for the super-rich.
Advanced Technology Becomes An Attractiveness
The sophistication of features also plays a big role. As many as 87 percent of billionaires claim to be more interested in luxury cars that are equipped with the Advanced Driver Assistance System (ADAS) or autonomous features, up from 79 percent the previous year. For them, cars are not just a means of transportation, but also a representation of technological advances.
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Classic Again Interested
Interestingly, billionaires' tastes have actually started from a minimalist design to a classic style that emphasizes crafts. As many as 62 percent of respondents chose interiors with handmanaged skin and wood trim, an increase from 54 percent last year. Traditional touch is considered to give an exclusive impression and warmth that modern technology cannot imitate.
Environmental Friendly And Shifting The Meaning Of Luxury
Sustainability factors are also increasingly influential. Six out of ten respondents said that the existence of hybrid or electric machines was an important consideration before buying luxury cars. Meanwhile, purchasing motivation also changed: only 28 percent of HNWI bought cars to celebrate financial success, down far from 56 percent in 2024.
Interestingly, the survey also found striking differences between region and gender. Men buy luxury cars more often as a symbol of achievement, while in the Asia-Pacific region, the trend is twice as high as North America.
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