DETROIT - The more expensive the car, the less persuasion is needed for customers to buy it.
At least, that appears to be the lesson of Europe's prestige carmakers in the USA. Lamborghini, Rolls-Royce and Ferrari use little or no conventional media advertising to reach rich potential customers.
They do make marketing efforts, but they are very tightly targeted at winning new buyers.
Rolls-Royce is concentrating its marketing effort this year on the launch of the Silver Seraph sedan, the manufacturer's first new model for 18 years. It was presented at events in four US cities, at art galleries, museums and expensive restaurants.
Rolls invited about 250 potential buyers to each event.
The parties featured an opera singer and all eight of the other models Rolls has produced during its history.
'The Silver Seraph is more than a car, and we didn't want to launch it in a dealer showroom,' said John Bingham, national marketing director at Rolls-Royce Motor Cars North America. 'We wanted to position it alongside some art.'
Bingham credits the program with bringing in almost 100 orders. Rolls expects to sell 350 Silver Seraphs this year in North America through its 40 dealers. Prices start at $216,400.
Both Rolls and its sister brand Bentley used print ads last year, which were developed in-house. Rolls advertised in Forbes, the upmarket business magazine, and Bentley's advertising slogan was: 'You don't park it. You position it.'
Bentley, which showed its new Arnage model at LeMans, expects to sell about 350 cars this year in North America.