The Porsche 911 Carrera GTS carries 430 hp of brute strength and can go 0-60 mph (97 km) in 3.8 seconds on its race-track style suspension. The interior, with its Alcantara red or silver stitching and red tachometer, belongs in a fashion show.
Buyers mainly want the power kit when they pay for the GTS package, says Calvin Kim, a product-experience manager for Porsche Cars North America. But, he adds: “They want to be able to enjoy themselves every day. That involves a certain level of comfort and convenience.”
From performing like a race car to having a lounge-like interior, makers of luxury models are straining to differentiate themselves. Technology is important, too, and earning the luxury label in that area is even more difficult.
At a time when mass-market cars offer LED lighting, Bluetooth connectivity and sometimes even Alcantara fabrics, luxury brands are having to reach ever higher to meet customer expectations.
“There used to be a bigger gap between a luxury car and a mainstream car in terms of functionality,” says Jesse Toprak, chief analyst at consumer website Cars.com. “Now there is more pressure on true luxury brands to push the envelope.”
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