A couple of weekends ago,
I was at a Ferrari dealership in Florida.
I asked the salesman
how business was.
I expected to hear “slow”
or “okay.”
The recession is deep.
Hurricanes are causing worry.
That’s not usually a great mix for luxury sales.
I heard “terrific!”
The dealership sold 8 cars last month.
That’s 8 cars priced at $200k plus each.
Then I went to a high end department store.
It was empty.
So I asked how business was.
The saleswoman responded
“Not great. The recession, you know.”
No, I don’t know.
What I did know
was they carried many of the same brands
as other department stores
and they had no sales
or other excitement.
If folks are buying Ferraris,
the luxury market is in good shape.
If that’s your target customer,
and your sales are slow,
look for another reason
other than the recession and weather.