Sales of cars priced in the six-figure range indicate no signs of slowing down, according to a study.

      Ferrari

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      With new car transaction prices averaging around $50,000, many buyers are postponing their purchases. However, there is strong interest in vehicles priced at twice that amount or higher, according to a recent study by the Boston Consulting Group.

      BCG surveyed more than 400 luxury car owners and prospective buyers, along with industry stakeholders, discovering significant enthusiasm for premium vehicles. The firm forecasts that the market for cars priced at $100,000 or more will see a compound annual growth rate of 5% to 7% over the next decade. Cars at the lower end of this range—between $100,000 and $170,000—are expected to experience the most growth, with sales projected to rise by 6% to 8% through 2035. In contrast, cars priced between $170,000 and $500,000, as well as those over $500,000, are expected to grow at a rate of 3% to 5%.

      Porsche

      Nonetheless, some of the trends influencing mainstream cars are also relevant here. BCG expects the sales of used cars in these price brackets to grow 1.5 times faster than new car sales. Analysts attribute this to the high prices for new vehicles and an increasing supply of used ones, a trend also observed in lower market segments.

      The study further revealed that ultra-wealthy individuals are more inclined to purchase cars online. While traditional franchised dealerships remain the preferred choice among survey participants, 75% indicated they were “open to buying their next vehicle entirely online.” This openness may stem from the finding that 80% of potential luxury car buyers browse the internet at least once a week, even if they do not plan to buy. If you often check out Bring a Trailer or Cars & Bids, you’re not alone.

      via Lamborghini

      Regarding the types of cars consumers are interested in, Porsche and Ferrari emerged as the most favored brands across all surveyed age groups. Millennial and Gen Z respondents were more open to exploring other brands, but high-end electric vehicles still face general disinterest. Only about 10% of respondents reported owning a luxury or exotic EV, although around half of the Millennial and Gen Z groups expressed an interest in buying one. Interest from older generations declined significantly.

      This is not the first sign that ultra-wealthy buyers are not keen on EVs. Ferrari has reportedly postponed the launch of its first mass-production EV (though another lower-volume model is still on track) until 2028 due to low demand. Lamborghini is considering shifting from an all-electric powertrain to a plug-in hybrid system for the production version of its Lanzador concept. If this study holds true, it suggests that regulatory pressures, rather than customer demand, are driving the transition to electric vehicles for elite car brands.