Defining Luxury in the Automotive Sector
Intro
The world of luxury cars is a fascinating realm where craftsmanship meets high-octane performance, intertwined with a deep sense of exclusivity. As we journey through this landscape, itâs important to dissect the various components that elevate a vehicle from being merely a means of transport to a desired piece of art. In this exploration, we will delve into the intricate aspectsâsuch as design finesse, cutting-edge technology, and the brand narratives that surround these lavish machines.
In an era where consumer expectations continuously evolve, understanding the very essence of luxury is crucial. What does it mean for a car to be luxurious? Is it simply about the lavish interiors adorned with fine leather? Or is it the innovative technology that enhances driving experiences? Perhaps it lies in the prestigious heritage of a brand?
This article aims to provide clarity on these questions, offering a detailed examination of the various facets that characterize luxury in the automotive sector.
Prologue to Luxury Cars
In todayâs fast-paced automotive world, the term "luxury car" often gets thrown about with abandon. But what does it truly mean? Understanding the essence of luxury in automobiles helps illuminate a broader picture of the automotive sector itself. Luxury cars represent more than just a hefty price tag or a prestigious brand name. They embody a confluence of superb craftsmanship, cutting-edge technology, and unparalleled performance. The luxury automotive segment attracts discerning consumers who value these qualities. Therefore, diving deeper into this realm is essential for anyone involved in or interested in high-end vehicles.
Understanding Luxury
Luxury can be quite subjective. It might evoke feelings of opulence to one person, while to another, it signifies meticulous attention to finer details. In automotive terms, luxury typically refers to vehicles that offer advanced features, superior materials, and an elevated driving experience.
Letâs explore what sets these cars apart:
- Craftsmanship: The materials used in luxury vehicles often include premium leather, real wood, and metals that exude sophistication. A luxury car is usually crafted with such precision that every stitch, every finish, tells a story of quality.
- Technology: Most luxury cars are equipped with state-of-the-art technology, from driving assistance systems to high-end audio setups. These features not only enhance comfort but also augment safety and overall driving experience.
- Performance: The engine specifications and handling characteristics of luxury vehicles usually exceed those of standard automobiles. Buyers of luxury cars often expect a plush ride paired with impressive power.
When thinking about luxury, itâs vital to appreciate the subtle interplay of these elements. Consumers today desire vehicles that reflect their identity and aspirations. It is this deeper understanding of luxury that allows manufacturers to cater to these expectations effectively.
Evolution of Luxury Automobiles
To comprehend luxury in cars, it's essential to look back at how it has evolved. The story of luxury automobiles begins in the early 20th century. Originally, luxury was characterized by a focus on performance and exclusivity. Brands like Rolls-Royce and Bentley set the stage, creating cars that signaled status as well as wealth.
As time progressed, the development of technology played a significant role. The introduction of features such as air conditioning, automatic transmission, and advanced sound systems began to redefine what luxury meant to consumers.
Today, luxury cars not only provide comfort and style but also adapt to changing values around sustainability and connectivity. As electric cars rise in popularity, brands are incorporating advanced battery technologies and eco-friendly materials, ensuring that luxury is not abandoned but rather redefined. The shift towards sustainability reflects broader social changes and the growing importance of environmental consciousness among buyers.
The evolution of luxury automobiles indicates a rich tapestry of history woven into each model. This ongoing journey is not just about maintaining tradition but about embracing innovation to meet the needs of a generation that values both performance and principles, all while aiming for the apex of automotive excellence.
"Luxury must be comfortable, otherwise it is not luxury." - Coco Chanel
In summary, understanding luxury cars encompasses a journey through craftsmanship, technology, and history, making the topic not just significant but indispensable in todayâs automotive landscape.
Key Characteristics of Luxury Vehicles
Understanding the characteristics that define luxury vehicles is key for anyone interested in discerning what sets these automobiles apart from standard models. Luxury cars are not merely a set of wheels strewn together with high-end features; they are delicately crafted machines that promise an experience, reliability, and a certain kind of prestige. When analyzing the core elements - craftsmanship, technology, performance, and branding - one can begin to appreciate the intricate interplay of factors that lead to the prestigious label of "luxury."
Exceptional Craftsmanship
Materials Used
When it comes to materials, the luxury car segment stands out with an array of thoughtful choices. Leather, real wood accents, and even metals like aluminum and carbon fiber are common. The careful selection of these materials greatly contributes to both aesthetics and durability, making vehicles luxurious. For instance, leather that is sourced from premium tanneries is often softer and more resilient, warming up over time, providing a feeling of comfort that cheaper alternatives simply cannot match.
This focus on quality materials also leads to higher longevity. Higher-end leather can withstand the test of time and usage, keeping the interior looking new for longer periods, a feature that appeals to those who value longevity as part of luxury. However, there are downsidesâthese materials come at a cost, and they can complicate maintenance.
Attention to Detail
Luxury vehicles exhibit an unparalleled attention to detail. Every stitch in the leather, every button's feel, and every ambient light are meticulously considered. This level of detail isn't just for aesthetics; it conveys a sense of care and quality, reinforcing the idea that no expense was spared in the vehicle's design and construction.
For example, the precision in how controls are aligned or how neatly components fit together speaks volumes about the brand's commitment to quality. Customers who lean towards luxury are generally willing to pay extra for this level of refinement. The downside? Higher production standards often mean that mistakes can lead to substantial recalls or repairs, affecting brand perception.
Advanced Technology
Innovative Features
Innovation runs thick in the veins of luxury automobiles. These features aren't just upgrades; they're essential components that define the luxury experience. From advanced driver-assistance systems to top-notch infotainment interfaces, luxury brands often lead the way in tech integration.
Take, for instance, adaptive cruise control and lane-keeping assistanceâthese aren't merely about convenience; they represent a shift in driving paradigm. Luxury buyers expect their rides to come with these futuristic capabilities as standard. Yet, with this rapid evolution comes a double-edged sword: while buyers may revel in state-of-the-art features, they also face potential issues with software bugs or complex user interfaces that may not be intuitive.
Connectivity Options
In an era where connectivity reigns supreme, luxury vehicles incorporate advanced connectivity options that allow for seamless integration with personal devices. Features like Apple CarPlay and Android Auto are almost expected, enabling drivers to manage their lives as they drive. Crowning the luxury experience, some cars offer Wi-Fi hotspots and Bluetooth connections that can adjust climate settings or set navigation routes.
However, there is a fine line between intuitive design and overwhelming tech jargon. While high connectivity is appealing, complexity can confuse older customers, making it crucial for developers to strike a balance between cutting-edge tech and usability.
Performance and Handling
Engine Performance
The roar of an engine is often the heartbeat of a luxury vehicle. It provides not just power but a definitive touch of thrill. Luxury cars usually house high-performance engines that grant drivers an exhilarating acceleration experience. Cars from brands like Maserati or Ferrari often draw upon their racing heritage, boasting engines that are more than just numbersâthey're symbols of art in motion.
What makes these engines stand out is often the unique sound and feel they provide when revved or idled down, something enthusiast drivers cherish. However, higher performance can often lead to higher maintenance costs and fuel consumption, which might deter more sustainable-conscious buyers.
Driving Experience
The driving experience in a luxury car is often likened to gliding rather than driving. Advanced suspension systems allow for smooth handling, making potholes seem less offensive. Brands like Audi and Mercedes-Benz have engineered systems that finely tune ride quality, ensuring every journey feels premium.
This level of engineering does require a significant investment, though. Not only do consumers pay for the technology, but continuous development in this area can drive up prices across the board. It becomes vital for buyers to weigh the luxury of a smooth drive against their budgetary considerations.
Prestigious Branding
Brand Legacy
Brand legacy carries immense weight in the luxury automotive world. Many brands tout decades, even centuries, of history which influences buyer perception. A brand like Rolls-Royce does not rest solely on its technological advancements; its heritage brings an air of gravitas and history, making it an object of desire.
This narrative crafts a luxurious allure that is hard to replicate with newcomers. However, relying too heavily on past glory can be a double-edged sword; brands must innovate to remain relevant, or risk fading into obscurity.
Market Positioning
Luxury vehicles are more than just high-end products; they represent a lifestyle that influences market positioning. Brands often target high-net-worth individuals, adjusting features and offerings to create an exclusivity experience that extends beyond the car.
For example, the introduction of limited editions creates a buzz, pushing enthusiasts to snap up these units quickly. However, it's crucial to avoid saturating the market with overpriced modelsâdoing so can dilute brand value.
In summary, while luxury vehicles offer an experience steeped in craftsmanship, technology, performance, and branding, each aspect must be carefully balanced.
Market Segmentation in the Luxury Car Industry
Understanding market segmentation is vital for grasping the complexities within the luxury car industry. Itâs not just about identifying the customers; itâs also about recognizing their needs and preferences. A well-defined segmentation helps manufacturers tailor their products and marketing strategies effectively. Luxury car brands can categorize their offerings, allowing them to penetrate various consumer demographics and preferences with precision.
Different Classes of Luxury Cars
Entry-Level Luxury
Entry-level luxury cars serve as a gateway for many consumers entering the luxury market. These vehicles are designed to blend luxury with accessibility, making them a popular choice for young professionals and first-time luxury car buyers. Typically priced lower than their full-sized counterparts, these cars often come feature-rich.
One noteworthy characteristic of entry-level luxury vehicles is their compact size, which allows for easier maneuverability in urban environments. They often boast quality interiors, advanced technologyâsuch as infotainment systems, and impressive safety featuresâall at an attractive price point.
However, one downside could be that while they appear luxurious on the surface, they may lack the powerful performance seen in higher-end models. The appeal lies in their unique ability to offer a taste of luxury without the hefty price tag, tempting buyers to step up in the future.
Full-Size Luxury Sedans
Full-size luxury sedans represent the pinnacle of opulence and sophistication. These vehicles are notorious for their spacious interiors, supreme comfort, and cutting-edge technology. They provide a seamless blend of performance and elegance, targeting affluent consumers who prioritize a premium driving experience. The key characteristic that sets these sedans apart is their lavish attention to detail, evident in everything from finely crafted upholstery to advanced sound systems that can make any ride feel like a concert hall.
A unique feature of full-size luxury sedans is often their extended list of personalization options. Customers can fine-tune aspects of the vehicle to match their preferences down to the stitching on the seats. While these sedans can come with a significant price tag, their status, refinement, and features justify the expense for many luxury buyers.
SUVs and Crossovers
As the automotive landscape evolves, SUVs and crossovers have taken center stage in the luxury market. Consumers are attracted to these vehicles for their versatility, spaciousness, and elevated driving position. Their robust frames combined with elegant designs create a powerful impression on the road. A key characteristic of luxury SUVs is their ability to offer both high-end amenities and functional space, making them suitable for family outings and day-to-day commutes alike.
A standout feature of luxury SUVs is often their advanced all-wheel-drive capabilities, providing confidence and prowess on diverse terrains. While they can be perceived as practical, they indeed do not compromise on luxury and comfort. The growing demand for SUVs among affluent consumers speaks volumes about their adaptability to modern lifestyles. However, potential downsides may include their weight affecting fuel efficiency and potential concerns over environmental impact, as buyers increasingly look towards greener alternatives.
Geographical Trends
Market Growth in Asia
The luxury car market is undergoing drastic transformations, particularly in Asia, where demand is soaring due to expanding economies and a growing affluent class. This region is becoming a significant contributor to the luxury vehicle market. Notably, customers in countries like China and India are exhibiting an increasing taste for high-end automobiles, often associating car ownership with status.
A hallmark of this market growth is the rapid increase in new luxury models introduced specifically for Asian consumers, with brands tailoring features and design elements that resonate with cultural preferences. However, a challenge could be navigating regulatory hurdles and differing consumer expectations, which can complicate market strategies.
Historical Dominance in Europe
Europe has long been regarded as the cradle of luxury automotive brands, boasting iconic names like Mercedes-Benz, BMW, and Rolls-Royce. Here, the historical dominance can be attributed to decades of craftsmanship and a legacy of engineering excellence. European manufacturers have set standards in performance and luxury that others strive to meet.
This historical anchor offers European brands a unique advantage in consumer perception, often being seen as synonymous with quality and prestige. However, these brands face growing competition from global players, requiring them to innovate continually to maintain their position. If they fail to adapt, they risk losing market share to emerging luxury car brands that challenge traditional norms and practices.
The Role of Consumer Expectations
Understanding consumer expectations is a pivotal component when exploring the realm of luxury automobiles. It directly influences purchasing decisions and shapes how brands position themselves in the market. Consumers who seek luxury vehicles are not merely after a mode of transport; they envision an experience, a statement of identity, and often, a legacy. This section dives into intricate buyer profiles, revealing what precisely drives these high-end shoppers and how their desires mold the sectorâs offerings.
Luxury Buyer Profiles
Age and Demographics
Demographics play a significant role when analyzing luxury car buyers. Often, there's a sweet spot in the age bracket of 35 to 55 that seems to dominate luxury vehicle sales. Individuals in this range typically have established careers, disposable income, and a desire for status. This age group shows a strong inclination to own high-quality cars that reflect their accomplishments.
Interestingly, younger buyers are showing increased interest, spurred by both peer influences and marketing strategies that appeal to their sense of uniqueness and style.
One unique feature of this demographic is their affinity for experiential purchases. They're not just buying a car; they're investing in lifestyle, with significant value placed on how a luxury car embodies success or personal taste. The disadvantage? As tastes shift rapidly among younger buyers, brands face ongoing challenges in keeping up.
Psychographic Factors
Delving deeper, psychographics uncover motivations, interests, and values driving luxury vehicle purchases. One key characteristic of this segment is the appreciation for exclusivity and individuality. Luxury car buyers are often driven by aspirations and have a penchant for high-quality experiences.
Relating to these factors, the desire for brands that promote sustainability is growing, spurred by heightened global awareness. These consumers tend to identify strongly with brands that align with their values. However, the challenge arises if a luxury brand fails to maintain its image while embracing this new narrative:
- Loyalty vs Change: While these buyers might be loyal to brands that pursue eco-friendly initiatives, they also demand innovation and luxury. The stakes are high; brands must consistently evolve without diluting their core identity.
Trends Influencing Purchases
Sustainability Initiatives
Sustainability within the automotive sector is a rising tide driving consumer decisions. A notable shift has been seen in the luxury segment, where buyers increasingly prefer brands committed to reducing their environmental impact. This trend is not just about minimizing carbon footprints; itâs also about offering transparency in sourcing materials and manufacturing processes.
This consumer trend is beneficial for high-end brands as it provides them an opportunity to engage with environmentally conscious consumers, increasing their market share in a conscious world. However, it can also be a double-edged sword; failing to transparently communicate sustainability efforts can harm brand perception.
Technology Adoption
The role of technology can hardly be overstated. Buyers are being drawn towards vehicles equipped with the latest gadgets and integrated smart features. This tech-savvy demographic seeks vehicles that offer not just luxury but also connectivity, customization, and convenience.
The incorporation of advanced technologies like driver assistance systems, infotainment options, and enhanced safety features aligns with consumer expectations of what a luxury vehicle should entail. The downside here is that technology is an ever-evolving field, and consumer fatigue can spooner the allure of brand prestige if they feel left behind by the latest innovations.
"In the age of consumerism, luxury is no longer just a price tag; itâs about aligning with expectations that resonate on a personal level."
The intertwining of age, demographics, psychographics, sustainability initiatives, and technology adoption creates a complex tapestry defining modern luxury automobiles. By understanding these elements, brands can better cater to an evolving market, ultimately steering their offerings towards consumer desires.
Challenges in the Luxury Car Market
In the realm of luxury vehicles, challenges arise that can impact both producers and consumers. Understanding these obstacles is essential to grasp the broader dynamics of the automotive landscape. As this market segment strives to redefine what luxury means, external factors such as economic variability and the competitive environment play pivotal roles. Instead of viewing these challenges as mere hurdles, they can also be seen as opportunities for innovation and growth.
Economic Factors Affecting Luxury Sales
Market Volatility
Market volatility is an intricate dance of fluctuations influencing luxury car sales. When the economy undergoes shiftsâbe it through sudden dips or unexpected reboundsâluxury car buyers can become more cautious. This unpredictability in economic conditions leads to consumers reassessing their purchasing power and willingness to invest in high-end automobiles. Interestingly, many luxury brands are highly sensitive to such changes, necessitating agile strategies to maintain appeal.
One key characteristic of this volatility is its cyclical nature; it can transform from an obstacle to an advantage. Luxury brands focusing on economic indicators can tailor their offerings accordingly. For example, during economic downturns, manufacturers may introduce more entry-level luxury models, bridging the gap between aspirational buyers and high-end luxury seekers.
However, the downside is that prolonged volatility may erode consumer confidence, pushing potential buyers to delay transactions altogether. Thus, it becomes clear that navigating market volatility is a double-edged sword, presenting both risks and opportunities for those in the luxury segment.
Price Sensitivity
Price sensitivity, on the other hand, reveals an essential aspect of buyer behavior in the luxury automotive market. While luxury buyers often have higher disposable incomes, their sensitivity to pricing can still impact their decisions. As consumers become increasingly informed, they compare not just vehicles but the value proposition across brands.
The distinct feature of price sensitivity in this context is that even affluent consumers weigh the benefits against costs. This has led to brands rethinking pricing structures; promotions or value-added services become crucial tools. The element of exclusivity, once considered a given in luxury purchases, now needs to be reinforced with tangible reasons to buy.
On one hand, acknowledging price sensitivity allows brands to tailor their messaging effectively. On the flip side, misjudgments may result in a stark drop in luxury car sales, as potential buyers hold off until they perceive a favorable alignment of price and value.
Competition and Brand Loyalty
Emerging Brands
The emergence of new luxury car brands challenges the established hierarchy in the industry. Innovative companies, often backed by fresh ideas and advanced technologies, are reshaping consumer expectations. These brands introduce a level of competition that prompts traditional manufacturers to revisit their strategies, thereby benefiting consumers with more choices.
A notable aspect of emerging brands is their approach towards sustainability and technology, often drawing in a tech-savvy audience seeking to match their ethical values with their automotive choices. This shift encourages loyalty among younger buyers who resonate with brands that stand for innovation and environmental consciousness. Yet, established brands can still leverage their history and recognition to maintain a solid foothold, showcasing that while emerging companies may stir the pot, longstanding prestige is not easily shaken.
Established Players
Established players in the luxury automobile market carry a rich heritage that serves as both a strength and a potential limitation. These brandsâthink Mercedes-Benz or Aston Martinâare well-known for their legacy of quality, engineering prowess, and performance. Their market positioning is often an insurmountable advantage against newer entrants.
However, the downside lies in their sometimes cumbersome processes, which may delay the adaptation to new trends. While these brands can command a loyal following, the influx of emerging competitors accelerates a need for innovation. If they fall behind, even the most storied brands risk losing market share.
Ultimately, the interplay between emerging brands and established players adds layers to the luxury car market landscape. Consumers today are not just shopping for a vehicle; they seek alignment with brand values, advanced technology, and unique performance that speaks to their identity and aspirations, reshaping the narrative of luxury cars.
Future of Luxury Vehicles
The landscape of luxury automobiles is evolving, influenced by myriad factors that shape consumer preferences and technological advancements. Understanding the future of luxury vehicles is crucial, as it not only reflects current trends but also sets the stage for innovations that align with the changing values of consumers. Forward-thinking brands are embracing shifts in consumer behavior and are keen to redefine what luxury means in the automotive sector. The importance of this topic lies in how it encapsulates the current and upcoming changes that will influence luxury car manufacturing, marketing strategies, and consumer expectations.
Technological Advancements
Autonomous Driving
Autonomous driving is more than just a buzzword; it's a significant leap toward redefining personal transportation. As vehicles transition from manual to fully automated systems, luxury brands are at the forefront of integrating these technologies into their offerings. One key characteristic of autonomous driving is the increased level of comfort it provides. Passengers can focus on leisure or work during their travels, rather than being preoccupied with road conditions.
A unique feature of this technology is the ability to connect vehicles to smart city infrastructures. This ensures that the car can communicate with other vehicles and traffic systems, optimizing routes and enhancing overall safety. However, the implementation of autonomous driving comes with its share of disadvantages. The overarching regulatory frameworks and public perception regarding safety must be addressed, as these could hinder widespread adoption. Nevertheless, the benefits often outweigh these concerns, as many consumers view it as a hallmark of luxury and innovation.
Electric Luxury Cars
Electric luxury cars are undoubtedly reshaping the automotive market. Their significance is not just about being eco-friendly; itâs about merging luxury with sustainability. One notable key characteristic of electric luxury vehicles is their impressive torque and instant acceleration, factors that appeal to performance enthusiasts. Additionally, these vehicles often come equipped with cutting-edge technology, such as advanced battery systems that promise longer ranges and quicker charging times.
A standout feature of many electric luxury cars is their design, often showcasing modern aesthetics that complement their high-tech nature. However, the transition to electric comes with challenges. For instance, the infrastructure for charging stations is still developing in various regions, which can cause range anxiety for potential buyers. Despite these hurdles, the combination of performance, luxury, and sustainability makes electric vehicles an increasingly attractive choice for discerning buyers looking to make a statement.
Changing Consumer Values
Environmental Concerns
Environmental concerns are influencing consumer choices today more than ever. In a world where climate change and resource depletion are pressing issues, luxury consumers increasingly prefer brands that align with their values. The importance of this aspect lies in the growing expectation for manufacturers to take responsibility for their carbon footprint. Many consumers view luxury not only as a status symbol but as a reflection of their commitment to sustainability.
A key characteristic of luxury brands addressing environmental concerns is their focus on sustainable materials and responsible sourcing. Many automakers are now employing recycled materials in interiors and utilizing low-impact manufacturing processes. Despite the benefits, there are challenges. Some consumers may perceive eco-friendly vehicles as less luxurious due to their emphasis on sustainability over extravagant features. Nevertheless, brands that manage to combine these elements successfully often foster deeper connections with their clientele.
Personalization Preferences
Personalization preferences are a defining characteristic of luxury car buyers today. Consumers are no longer satisfied with off-the-shelf options; they seek unique vehicles that reflect their individuality. This shift is contributing to a growing demand for bespoke features and customization options. The importance of personalization lies in its ability to foster emotional connections between consumers and their vehicles.
Luxury brands have responded by offering extensive customization choices, from interiors crafted with exotic materials to bespoke color palettes. This allows buyers to tailor their vehicles to match personal tastes. However, while customization can enhance the consumer experience and establish brand loyalty, it can also lead to longer waiting times for delivery. Despite this drawback, the allure of owning a one-of-a-kind vehicle remains irresistible for many luxury car enthusiasts.
In summary, the future of luxury vehicles is a multifaceted domain shaped by technological advancements and shifting consumer values. By understanding these trends, stakeholders in the automotive industry can better prepare for what lies ahead.
Epilogue
In wrapping up our exploration of luxury within the automotive sector, it's vital to underscore how complex and multi-faceted this concept is. Luxury isn't just about the hefty price tags accompanying premium models or the prestige of a brand name. It delves deeper into the essence of what defines a remarkable automotive experience, one that resonates with the values and aspirations of discerning consumers.
The Importance of Defining Luxury
Defining luxury goes beyond mere classification; it shapes consumer perceptions and expectations. For buyers who invest in luxury cars, each elementâfrom extravagant craftsmanship to cutting-edge technologyâis a careful mix of functionality and opulence. This understanding drives manufacturers to elevate their offerings, thus fostering competition that benefits consumers.
Moreover, luxury cars often serve as reflections of oneâs identity. Consider how someone driving a Rolls-Royce or Lamborghini not only enjoys unparalleled performance but also makes a statement. Such vehicles can symbolize success, individuality, and sophistication, making the definition of luxury not just a matter of quality, but also a thread woven into social fabric.
Benefits and Considerations
- Enhanced Customer Loyalty: As companies define luxury through unique features and exclusive experiences, that shape a bond with the consumer. A customer who feels understood is more likely to stay loyal.
- Market Responsiveness: The evolution of luxury is often driven by consumer needs. By focusing on sustainability or advanced connectivity, manufacturers adapt to keep pace with changing values.
- Scarcity vs. Accessibility: The luxury market treads a fine line between exclusivity and accessibility. Limited editions of certain models fuel demand while maintaining desirability.
"Understanding luxury isnât just about whatâs beneath the hood; itâs the entire driving experienceâfrom the feel of the steering wheel to the whisper of the engine."
Final Thoughts
Ultimately, our understanding of luxury in the automotive sector serves as a lens through which we can appreciate the artistry and science interwoven in each vehicle. As technology advances, so too will the standard of what is considered luxurious, pushing manufacturers to innovate and set new benchmarks. Itâs this continuous dialogue between craftsmanship, technology, and consumer expectations that will keep the essence of luxury alive and dynamic.
Through this comprehensive examination, we've seen that luxury vehicles thrive at the intersection of aspiration and innovation, encapsulating a journey that is as much about the destination as it is about the experience itself.
