[autocrat]

One has to understand the mindset and psychology of the luxury goods buyer.

If one is looking at the most accurate time-keeping machine, a Casio would probably suffice. But that's not the point of Luxury.

Buying luxury goods is to inflate ones ego and elevate ones perceived social standing.

Needless to say seekers of Luxury goods will always buy the best luxury brands. So a Casio watch wont do, may be a Rado, or a Longines? Why these when one can get Audemars Piguet or Patek Philippe?

Its not the function alone that matters (its very important, but that not everything) its also the pedigree - and this is where the Aurus Senat falls short

In the world of luxury, pedigree is everything - this is why its not easy to break into the world of luxury with a new brand name, unless its truly a path-breaking product.

The Aurus may have better wood, better leather, better everything, but it lacks pedigree and there is nothing that can be done about it.

Why would someone who can afford a Rolls Royce buy an Aurus because it costs 20% less? They rather pay more, because they are desirous of highest social recognition that money can buy.

[CNMaLin]

I visited NAMI earlier this year in Moscow. NAMI is the scientific and engineering center for the Russian automotive industry and they developed the Aurus Senat. It was very interesting to see the engine and 9-speed automatic transmission being built. Unfortunately, I only had half a day there.