A less skinny bag and a perfect emotional storm coincide, so that in addition to a gym subscription or a change of haircut, we want a sports car or a high-capacity motorcycle
When he turned 40, José Ortiz bought a car «
irrational, totally useless». A two-seater convertible in which “me and three suitcases came in,” he says. Like him, a handful of Spaniards eventually go through the dealership, coinciding with what the English call the “mild life crisis.”
A little less skinny bag than during youth and a perfect emotional storm coincide, so that between forty and fifty, in addition to a subscription to the gym, we grow a beard or a change of haircut to buy a second car or a high add displacement motorcycle to the garage.
“There has been a significant group of ambitious purchases by this age group,” he confirms
Ignacio Garcia RojiSumauto analyst, manager of the specialized portals Autocasión, Autoscout24, Unoauto, Mascus and Motocasión, who links it to the increase in purchasing power that usually occurs after two decades of experience in the world of work.
Although brands are reluctant to provide data about their target group, statistics show that people in their forties and fifties are by far the largest interest group among people looking for a vehicle. They represent 53% of the demand by age group. And overwhelmingly, 80% of them are men, according to a recent Carwow survey.
Many seek it out of necessity, but it also plays a role
three factors fundamentally emotional: the search for self-recognition, the identification of consumption with happiness and the desire to imbue ourselves with the values of a certain sporty, refined or luxurious brand, which we also want to characterize.
“The owner of a Rolls Royce thinks he is a respectable, successful man, and we want to be part of that group of people too,” he explains.
jose ortiz, psychologist specializing in marketing, advertising and consumption at the agency Rookie Soul. Values such as sportiness, exclusivity and effort are associated with luxury manufacturers such as Maserati, McLaren or Porsche, but also with premium brands such as BMW or Mercedes. “No one needs a Ferrari, but we buy it because we love all its values, and by buying them we believe we have acquired them,” he added. “That’s why manufacturers turn to successful athletes, such as Nadal or Alcaraz, so that they transfer their personality to the product and from there to the buyer.”
The phenomenon does not only translate into the purchase of a luxury car. They are also fashionable
restorations of classic cars or restomod, as Sumauto’s García Rojí points out; and there is also an increase in the purchase of large displacement motorcycles in these age groups, as evidenced by data from the Anesdor Motorcyclists’ Employers’ Association. Meanwhile, cars with a sporty look, such as the Mazda MX-5 or the Volkswagen Golf convertible, are flying off the second-hand buying and selling portals.
Emotional stimuli hit harder at a time when our perception of the world around us, and of ourselves, is in flux. « Well established in the world of work, with children in full growth, they start calling us mister, we lose our hair or start to gain weight, women go through hormonal changes, later menopause… We are no longer young, but mature adults, and that has huge consequences as a consumer,” says the psychologist van
novice soul.
It is time to adjust our personal image, that of ourselves and that of others, at a time when self-esteem can also be shaken. So it’s time to get our chest out of our professional achievements. “If we are able to consume, especially expensive products, we reinforce the efforts we have made and emphasize our professional and personal value,” Ortiz sums up, citing as an example “that winning footballer who arrives at training in a supercar.”
Source: La Verdad
I am Ida Scott, a journalist and content author with a passion for uncovering the truth. I have been writing professionally for Today Times Live since 2020 and specialize in political news. My career began when I was just 17; I had already developed a knack for research and an eye for detail which made me stand out from my peers.
