U.S. luxury and exotic car sales could grow to more than $200 billion over the next decade—but capturing those buyers will require a different approach than in years past, especially with younger consumers.
First things first: A study by Boston Consulting Group and duPont Registry called Beyond the Drive: The Future of the Luxury Automotive Ecosystem, projects that the luxury and exotic market will increase from $110 billion in 2025 to between $180 and $215 billion by 2035, with used vehicles driving the surge.
The strongest growth is expected in vehicles priced between $100,000 and $170,000—both new and used—with annual sales forecast to rise 6% to 8%.
The secondary market for luxury and exotic vehicles is projected to grow 1.5 times faster than new sales over the next decade, rising 5% to 8% annually compared to 5% to 6% for new vehicles.
Slower growth is expected in the higher-margin “ultra-luxury” and “hyper-luxury” segments, which include vehicles priced at $170,000 and above.
Why it matters: For dealers, the real upside is in the growing band of six-figure luxury and exotic vehicles (especially pre-owned) where repeat, experience-driven buyers live. Stores that build strong certified pre-owned (CPO) pipelines, sharpen appraisal and acquisition, and deliver white-glove service will be best positioned to tap this long-term profit pool.
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Between the lines: The car shopping process in the luxury and exotic market is changing, with digital platforms playing a major role in the shift, especially among younger buyers.
About 80% of buyers browse online for luxury vehicles weekly or daily, even when they don’t have an immediate intention to purchase.
Although most buyers stick to a few preferred brands, millennials and Gen Z respondents are more likely to consider different brands.
One in three buyers in the luxury market is driven by emotional factors, with those aged 18 to 60 more likely to view the buy as a reward or investment opportunity.
While most sales still happen through dealerships, 75% of respondents said they would consider buying their next vehicle entirely online, especially younger buyers.
Also worth noting: Nearly 95% of those surveyed said experiences are a valuable part of their brand satisfaction—with driving-focused events such as track days, factory tours, and driver training being most popular, and lifestyle experiences like wine tastings or fashion events becoming more popular.
What they’re saying: “Luxury is no longer defined solely by the vehicle itself,” said Antoine Tessier, CEO of duPont Registry Group, and a coauthor of the report. “Today’s buyers demand more than exceptional engineering—they expect a curated journey. From personalized digital touchpoints to exclusive, in-person experiences, the buying process has become as critical as the car. For modern collectors, that elevated experience is the true mark of luxury.”
Bottom line: Luxury and exotic buyers are always browsing online, cross-shopping brands, and judging dealers on the experience as much as the car—so high-end stores need seamless digital journeys, standout in-store and curated experiences, and a strong late-model used lineup to win a bigger share of this $200 billion-plus market.
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